Being found via online search requires a significant amount of writing.
This can be referred to as SEO copywriting.
Usually (but not always), the top SERPs (Search Engine Results Pages) contain long body copy.
Sometimes, this can be several thousand words within a single web page or blog * gasp *.
Imagine producing that much copy on a regular basis, particularly if SEO is only part of your job.
Long body copy allows you to mention the target keyword phrase several times.
It also allows you to expand on your topic and write in depth.
If only there were more hours in the day to do all of this writing.
The key point is that the search engines seem to prefer long body copy over short copy.
In case you are wondering, my blogs are not focused on the search engines.
They comprises a diary of my marketing thoughts.