How Long Does It Take to Write a Blog Post That Ranks High on Google?

The art of writing blog posts that rank high on Google has seen remarkable evolution over the past decade. From keyword stuffing and short articles in 2015 to today’s in-depth, multimedia-rich posts, the process has become more complex and time-intensive. This transformation has been driven by advances in Google’s algorithms, shifts in user expectations, and the rise of artificial intelligence (AI).

To understand how blogging has changed, we’ll examine the trends, challenges, and innovations that have shaped blog writing between 2015 and 2025. A recent study by NP Digital reveals how the time required to create a blog post has increased and how this reflects broader changes in SEO and content creation.

Blog Writing Trends: 2015–2025

2015: Simpler Times

• Average Writing Time: 2 hours and 10 minutes

In 2015, the world of blogging was relatively straightforward. Google’s algorithm lacked the sophistication of today’s systems, and basic keyword integration often sufficed to secure high rankings. Writers typically produced short, surface-level articles aimed at search engines rather than readers.

Key factors in 2015 included:

• Keyword Stuffing: SEO practices were rudimentary, with a heavy focus on exact-match keywords.
• Limited Competition: The number of blogs was growing but had not reached today’s saturation levels.
• Minimal Optimization: Blogs weren’t optimized for mobile devices or user engagement, as these factors were not yet priorities.

Despite the ease of writing, this approach led to an oversaturation of low-quality content, which would eventually prompt significant changes in Google’s ranking algorithms.

2016: The Shift To Mobile

• Average Writing Time: 2 hours and 30 minutes

The Mobile-Friendly Update in 2016, often called "Mobilegeddon," marked the beginning of a new era. Google penalized sites that were not optimized for mobile devices, forcing bloggers to adjust their strategies.

Changes in 2016 included:

• Responsive Design: Blogs had to display correctly on mobile devices, leading to more collaboration between writers and developers.
• Formatting for Mobile: Writers focused on shorter paragraphs, larger fonts, and clickable links for better usability.
• Increased Testing: Posts were tested on various devices to ensure mobile compatibility, adding to the overall time spent on each blog.

This shift prioritized user experience, setting the stage for future updates that would place even greater emphasis on quality and usability.

2017: Quality Takes Center Stage

• Average Writing Time: 2 hours and 45 minutes

In 2017, Google’s “Fred” update targeted low-quality, ad-heavy content. Writers were forced to produce genuinely valuable posts that prioritized user needs over ad revenue.

Key trends in 2017 included:

• In-Depth Content: Blogs became longer and more detailed to meet the demand for valuable information.
• Reduced Ads: Intrusive ads were replaced with unobtrusive monetization strategies.
• Research-Based Writing: Writers began incorporating credible data and references into their posts.

This year marked the beginning of the quality-over-quantity mindset that continues to influence blogging practices.

2018: The Rise of E-A-T

• Average Writing Time: 3 hours

The Medic Core Update introduced the concept of E-A-T (Expertise, Authoritativeness, Trustworthiness), which became critical for blogs in sensitive niches like health and finance. Writers spent more time establishing credibility and trustworthiness in their content.

Major developments in 2018:

• Expert Contributions: Many blogs included interviews or quotes from industry experts.
• Detailed Author Bios: Writers added professional credentials to demonstrate expertise.
• Trusted Sources: Posts included links to authoritative studies and resources.

These practices raised the bar for content quality, particularly in industries where misinformation could have serious consequences.

2019: Natural Language Revolution

• Average Writing Time: 3 hours and 15 minutes

Google’s BERT update in 2019 enabled the search engine to better understand natural language and context. This required bloggers to write in a more conversational and user-friendly tone.

Key changes in 2019 included:

• Conversational Writing: Blogs adopted a natural, easy-to-read style.
• Search Intent Focus: Writers aligned their content with user queries and search behavior.
• Expanded Keyword Strategies: Emphasis shifted to thematic keywords and semantic relevance.

This update encouraged writers to think like their readers, leading to a more user-focused approach to blogging.

2020: Structuring for Search

• Average Writing Time: 3 hours and 30 minutes

The Passage Ranking update in 2020 introduced a new way for blogs to rank: individual sections of a blog could now appear in search results. This encouraged writers to focus on structuring their content with precision.

Key developments in 2020:

• Detailed Outlines: Posts required clear outlines to ensure every section delivered value.
• Subheading Optimization: Writers created descriptive subheadings to help both readers and search engines.
• Section-Specific Focus: Each part of a blog was treated as an opportunity to rank independently.

This shift made content planning more important than ever, adding time to the writing process.

2021: User Experience Takes the Lead

• Average Writing Time: 3 hours and 45 minutes

The Page Experience Update introduced Core Web Vitals, which prioritized user-centric metrics like load speed, interactivity, and visual stability. Blogs had to perform well technically to rank highly.

Additional work in 2021 included:

• Interactive Design: Elements like tables of contents and collapsible FAQs enhanced usability.
• Optimized Multimedia: Images and videos were compressed and optimized for faster loading times.
• Collaborative Efforts: Writers worked closely with designers and developers to improve the overall experience.

User experience became a defining factor in blogging, further extending the time needed to create high-quality posts.

2022: Depth Over Breadth

• Average Writing Time: 4 hours and 10 minutes

Google’s Helpful Content Update penalized blogs that lacked originality or depth. As a result, writers began creating longer, more comprehensive posts that thoroughly addressed user needs.

Highlights of 2022 included:

• Extensive Research: Writers spent more time gathering data and insights.
• Comprehensive Guides: Blogs often included FAQs, step-by-step instructions, and actionable advice.
• Case Studies and Examples: Practical examples became a key part of content strategy.

This focus on depth and originality raised the standard for high-ranking content.

2023: The AI Era Begins

• Average Writing Time: 3 hours and 48 minutes

The rise of AI tools like ChatGPT transformed the blogging process in 2023. These tools automated research and drafting, but human oversight remained essential for quality control.

Key innovations in 2023:

• AI-Assisted Drafting: Writers used AI to generate initial drafts, saving time on repetitive tasks.
• Enhanced Editing: Additional time was spent refining AI-generated content to ensure originality.
• Creative Focus: Writers used AI tools for efficiency while dedicating more effort to creativity and strategy.

This blend of AI efficiency and human creativity became the hallmark of modern blogging.

2024: AI Maturity

• Average Writing Time: 3 hours and 30 minutes

As AI tools matured, they became deeply integrated into content workflows. Writers focused on storytelling, strategy, and personalization while relying on AI for technical tasks.

Developments in 2024:

• Personalized Content: Blogs were tailored to specific audience segments using AI insights.
• Streamlined Research: AI tools provided faster access to relevant information.
• Interactive Features: Advanced AI-powered elements like quizzes and calculators became more common.

Writers used AI to elevate their blogs, creating more engaging and dynamic content.

2025: Stability and Innovation

• Projected Writing Time: 3 hours and 15 minutes

By 2025, the balance between human creativity and AI support will stabilize. Blogs will emphasize interactivity, multimedia, and originality to stand out in competitive niches.

Emerging trends in 2025:

• Voice Search Optimization: Blogs will adapt to conversational queries and natural speech patterns.
• Immersive Multimedia: Advanced visuals, videos, and animations will enhance engagement.
• AI-Powered Analytics: Writers will use data insights to optimize content performance continually.

The future of blogging lies in blending innovation with timeless principles of quality and user value.

What Makes an Article Rank High on Google?

Ranking high on Google is no small feat, especially in today’s competitive digital landscape. Google uses a complex algorithm to determine rankings, taking into account numerous factors that evolve as the search engine becomes more sophisticated. Below, we’ll explore the key pillars of ranking success and how they’ve evolved over time.

1. Relevance to User Intent

Understanding and addressing user intent is the cornerstone of ranking on Google. Users perform searches with specific goals—whether to gather information, find a product, or solve a problem. Blogs that precisely align with this intent are more likely to rank.

• Evolution of Intent Matching: In earlier years, search intent was inferred through exact-match keywords. Today, Google’s advanced algorithms, such as BERT and RankBrain, prioritize context and semantics. Blogs must provide clear, direct answers while covering related questions.
• How to Match Intent: Writers can analyze search engine results pages (SERPs) to understand whether users are looking for quick answers, in-depth guides, or transactional pages. Content should then be tailored accordingly.

2. Effective Keyword Research

Keyword research remains a foundational aspect of SEO, but it has evolved far beyond basic keyword density metrics. Today, it’s about finding the right balance between popular search terms and highly specific queries.

• Short-Tail vs. Long-Tail Keywords: While short-tail keywords bring high search volumes, they are often too competitive. Long-tail keywords, which target niche queries, have higher conversion rates and better align with user intent.
• Semantic Keywords: Writers now incorporate related terms and synonyms to enhance context and signal relevance to search engines.

3. Structure and Readability

Google’s algorithm favors content that is easy to read and navigate. Blogs with clear structures not only improve user experience but also help search engines crawl and index the content more effectively.

• Headings and Subheadings: Breaking content into sections with descriptive headings makes it easier for readers to find what they’re looking for. Subheadings also increase the likelihood of content appearing as a featured snippet.
• Bullet Points and Lists: These elements enhance scanability and are especially effective for answering specific questions or presenting step-by-step instructions.

4. Engagement Metrics

Google uses engagement signals to evaluate how well a blog meets user needs. Metrics like time on page, bounce rate, and click-through rate (CTR) directly impact rankings.

• Time on Page: Content that keeps readers engaged longer sends positive signals to Google. Interactive elements like videos, infographics, and embedded tools can increase engagement.
• Bounce Rate: A high bounce rate suggests the content isn’t meeting user expectations. This can often be addressed by improving relevance, readability, and content flow.

5. Multimedia Integration

The inclusion of visuals, videos, and other multimedia elements is no longer optional—it’s essential. Visual content enhances user experience, improves information retention, and increases shareability.

• Infographics and Videos: These elements help explain complex ideas quickly and effectively. They’re particularly valuable for how-to guides and data-heavy topics.
• Optimized Images: Every image should have an appropriate file size, alt text, and a clear role within the content.

Is Google Combatting AI Writing?

The rise of AI-driven content creation tools has reshaped the blogging landscape, raising questions about quality, originality, and the role of human oversight. Google has taken proactive steps to address concerns surrounding AI-generated content, ensuring that it maintains a high standard for search results.

The Helpful Content Update

Introduced in 2022, Google’s Helpful Content Update targeted blogs that felt mass-produced or lacked genuine value. This update was particularly relevant in the context of AI-generated content, as some writers began relying on AI tools to churn out articles at scale.

Google’s focus shifted toward:

• User-Centric Content: Blogs had to prioritize user needs over SEO gimmicks, emphasizing depth, originality, and engagement.
• Quality Over Quantity: Mass-produced content, often a hallmark of AI-driven blogs, was penalized in favor of fewer, more valuable posts.

Originality Detection

Google employs advanced tools to detect originality in content. AI-generated blogs that lack unique insights or a human touch are more likely to be flagged.

• Depth and Nuance: AI can quickly generate surface-level information, but it struggles with the nuance, creativity, and emotional resonance that human writers bring.
• Tone and Voice: Blogs that read as overly mechanical or lack a distinct personality often fail to engage readers, making them less effective.

Balanced Use of AI

AI isn’t inherently problematic; in fact, it can be a powerful tool for writers when used responsibly. The key is to strike a balance between automation and human creativity.

• How Writers Use AI: Many bloggers leverage AI for brainstorming, research, and drafting. However, final edits and creative touches remain firmly in the hands of human writers.
• Google’s View on AI: As long as the content meets Google’s quality standards and provides genuine value, the use of AI tools is acceptable.

The Role of Visual Content in Blog Success

Visual content has become a defining feature of successful blogs. Beyond enhancing aesthetics, visuals play a critical role in SEO, user engagement, and information delivery. Blogs that incorporate well-designed multimedia elements are more likely to rank high on Google.

Infographics and Data Visualization

Infographics and charts help readers digest complex information quickly. They are particularly effective for blogs covering statistics, comparisons, or step-by-step processes.

• SEO Benefits: Infographics are highly shareable, leading to more backlinks and increased traffic.
• Interactive Visuals: Modern blogs often include interactive charts and graphs, which engage readers and encourage longer time on page.

Videos and Motion Graphics

Video content is one of the most powerful tools for increasing engagement. Blogs that include videos see higher user retention and are more likely to be shared on social platforms.

• How-to Videos: Tutorials and demonstrations are especially effective for capturing user attention.
• Embedded Videos: Platforms like YouTube offer SEO benefits through backlinks and additional exposure.

Alt Text and Accessibility

Optimizing images with descriptive alt text improves both accessibility and SEO. Alt text ensures that visually impaired readers can engage with the content while also providing search engines with valuable context.

• Inclusive Content: Blogs that are accessible to all users are more likely to be favored by Google.
• SEO Impact: Properly labeled visuals can appear in Google’s image search, driving additional traffic.

The Future of Blog Writing

As blogging continues to evolve, several emerging trends are set to shape the future of content creation. Writers who stay ahead of these trends will be better positioned to succeed in an increasingly competitive space.

1. Personalization and Data-Driven Insights

Personalized content tailored to specific demographics or user segments will become increasingly important. AI tools and analytics platforms will play a key role in helping writers understand their audience’s preferences and behaviors.

2. Voice Search Optimization

With the rise of virtual assistants like Alexa and Siri, voice search is becoming more common. Blogs will need to adapt by focusing on conversational language and directly answering common voice queries.

3. Interactive and Immersive Content

Interactive tools, such as calculators, quizzes, and augmented reality features, will redefine user engagement. Blogs that offer these experiences will stand out in competitive niches.

4. Human-AI Collaboration

The future of blogging lies in the partnership between human creativity and AI efficiency. Writers will use AI to streamline tasks like research and drafting, allowing them to focus on storytelling, strategy, and innovation.

Conclusion

The evolution of blog writing is a testament to the ever-changing nature of digital content. From simple keyword-focused posts in 2015 to today’s complex, multimedia-rich creations, the journey reflects Google’s ongoing push for quality and relevance. Writers who embrace these changes, leverage emerging technologies, and maintain a commitment to user value will thrive in the years to come.