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Key Stats
Anatomy of Performing Content Content performance is determined through a variety of metrics. Some of these, such as traffic, social shares, and backlinks, are common knowledge. But what impacts these on the text’s side — content length, or structure — is the subject of ongoing discussion. In the fourth part, we consider the factors that influenced the visibility and engagement rate of the 700,000+ articles we picked from domains with a blog section that had from 50,000 up to 500,000 sessions per month.
Longreads
Articles with long headlines (14+ words) get x2 more traffic, x2 more shares and x5 more backlinks than articles with short headlines (7-10 words). Long headlines
Longreads of 3000+ words get x3 more traffic, x4 more shares and x3.5 more backlinks than articles of average length (901-1200 words). Short (300-900 words) articles are not shared at all x4.5 more often than longreads of 3000+ words. Lists
Structure
Listicles get the most shares and traffic (up to 2x more than other types of blog posts), followed by guides and “how to” articles.
Well-structured articles with h2 and h3 are more likely to be high- performing ( 36% of articles with h2+h3 have high performance in terms of traffic, shares and backlinks). Articles with 5 lists per 500 words get up to x4 more traffic and up to x2 more shares than articles with no lists.
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