Kat McKinnon's agency, CopySmiths, produces hundreds of blog posts per month for, mainly, ecommerce clients. She's developed a formula of sorts for getting those posts ranked in Google's search results. "You need between 1,000 and 1,500 words for a blog article," she told me. "Definitely not 600. Avoid 800, unless you're literally just answering a short question. You need a heading that includes a keyword. You need three to four subheadings, H2s. And then within those H2s, you need three to four H3s. H3s are very important."