What is better: longreads or short articles? Case "Texterra"

On April 24, 2015, we made a statement that we completely refuse to publish “passable” articles and go to the power page (large and very deeply developed materials on the chosen topic, they are also sometimes called longrida due to their size). Thanks to this strategy, we planned to increase interest in our blog, improve the behavioral metrics of our site and get a serious increase in search traffic. Exactly half a year has passed since we started to adhere to this rule. It's time to sum up.

How many materials have we published?

From April 24 to October 24, we published 30 Longrids and 8 materials, which I decided not to include in Longridam: a brief announcement about the launch of the competition, a post consisting of only demotivators, infographics, videos, and several interviews with experts (this type of content usually does not concentrate on one problem and contains little practical advice).

In total for half a year we wrote 30 longrids (it turns out about 1 longrid a week). At the same timeaboutMost of them were written by Dmitry Dementiy (Dmitriy wrote 20 articles, 10 - the other authors). Here is a list of all the articles published in our blog over the past six months:

  1. How to open an online store: step by step instructions
  2. How to order a website correctly: a step by step guide for dummies
  3. 40 mailings on SEO and Internet marketing, which you should definitely subscribe to
  4. How to promote young sites after the launch of "Minusinsk": the views of 30 runet experts
  5. Case Cases: Why Use Case Studies in Internet Marketing
  6. Creating text from "A" to "Z": how to write, optimize and impose an article
  7. Opinions of experts of the market about the fight "Yandex" with SEO-links
  8. 97 internet business ideas
  9. How to use social proof in internet marketing
  10. Case to promote the site "Eat at Home!"
  11. How to evaluate the prospects of an online project: financial alphabet for start-up entrepreneurs
  12. Complete application promotion guide: 23 steps to top stores
  13. Is there life outside of Yandex and Google: alternative ways to drive traffic
  14. How to use the web analytics service Liveinternet.ru
  15. Yandex.Direct Tutorial for beginners
  16. Confession of a "black" SEO-optimizer
  17. How to create a website on Joomla !: A step-by-step guide for beginners
  18. Case: how we tested Chaser service for 2 months and what it gave us for the leads
  19. What are the filters of search engines: a checklist for the diagnosis of sanctions "Yandex" and Google
  20. 200+ best internet marketing cases in runet
  21. How to make a multi-language and multi-regional site
  22. Postponing posting in social networks: the best services for posting messages on a schedule
  23. A complete guide to optimizing conversion: how to increase conversion, attract new customers and avoid mistakes
  24. Texterra against all
  25. How to use the new "Yandex.Metrica": a detailed guide for beginners
  26. Black copywriting: how to surely finish the audience with low-quality texts
  27. How to make a viral landing: 7 examples and a case
  28. The complete guide to google adwords for beginners: how to set up contextual advertising
  29. How to create a website on WordPress: a complete guide for beginners
  30. Content strategy means nothing without changing the business itself.

Well, now let's consider how the transition from mediocre articles to longreads influenced the performance of our site.

General traffic

Since the total traffic of our site has been growing for a long time, it is wrong to write off the increase in traffic solely to the transition to a new strategy. On the other hand, if this approach were a failure, we would not have observed such growth. If we compare the total traffic for April and October 2015, it turns out that rates increased by 34%That is a very, very good result.

At the same time, here we should definitely say that during this time we practically did not use paid traffic sources: we twisted ads on Facebook 2 times (to promote our competition and the article on Internet marketing), but this could not affect on the general dynamics of growth. We also did not use any new marketing tools at this time. All that has changed in our promotion strategy is the quality and frequency of blog content.

Search traffic

The same goes for search traffic. We have long been the growth of search traffic, but after a change of strategy, it just exploded. If you compare the amount of search traffic for April and October 2015, it turns out that rates increased by 62%.

It is impossible to say for sure what caused such a rapid growth, but we are inclined to think that this is still the merit of the high-quality materials that we publish on our blog lately. Due to these materials, we have significantly improved behavioral metrics, increased the number of high-quality natural incoming links and social signals. All this influenced the fact that our site became more trustworthy in the “eyes” of search engines, and due to this, many of our materials climbed into the TOP, displacing from there less quality content.

On the graph below you can see the search traffic, which brought us 30 Longrid, published over the past six months:

But the search traffic that gave us 30 articles that were published before the change of strategy:

The difference is not too big, but it is. It should be borne in mind that Longrds were published throughout all six months, and short articles that I took for comparison were published during April (at that time we published very often, almost every day). The most effective article about SEO-optimization of online stores scored 1834 transitions from a search in 6 months (305 transitions are obtained per month). While the most effective longrid about the postponed posting, which was published on June 8, for 5 months scored 4,689 transitions (937 transitions per month).

Thus, we can conclude that the longrides have baboutmore potential in obtaining search traffic, because Search engines consider this content to be the most complete and high-quality on the chosen topic. But in order to realize this potential, it is necessary to observe the following requirements: the article must be really high-quality and useful, it must be properly optimized (as our experience shows, it is desirable that the key is used in the title), it must receive sufficient traffic to search engines could quickly conclude that it is really high-quality (for this you need to promote it wherever possible), well, plus to this, the site itself should be user-friendly and credible to the user lei.

If all these conditions are taken into account, then your longrid will most likely start bringing you search traffic over time. Moreover, not one or two months, but for a long, long time. Some articles from our blog bring us search traffic. over the years. You can see for yourself:

Pay attention to the fact that all three charts have an uptrend. This is due to the fact that search engines eventually change their attitude to the page - they collect data on user experience and on the basis of this they conclude about its quality. If the content is of high quality (it is read, shared, commented, added to bookmarks), then its visibility in the search gradually improves. If users enter the page, read the first few lines, close the tab and continue searching for the information they need, then the content is of poor quality, and its visibility in the output is reduced.

To put it in simple terms :) In fact, hundreds of different factors are involved in search rankings, search engines use big data, and often even the employees of Yandex and Google can’t say for sure which factors were decisive in the ranking of another site. But the general meaning, I think, I gave you.

Sharing

In order to understand whether the number of rassharivaniya increased in our articles after we changed the strategy of blogging, I used the free service Social Activity, which recommended one of our readers in the comments to our contest. I took 30 materials that we published before the change of strategy and 30 longrids, which we published in the last six months, and compared the number of their shareings. On the graph below you can see how serious the difference is.

This result is explained quite simply - when users see a large and very high-quality material, they either save it to their bookmarks or share it on social networks in order to read later. For the same reason, these articles usually have a lot of views, because users constantly return to them (they realize one point, see what can be done next, go away, then come back again, and so on).

Transitions from social networks

Our content is often stolen and posted in social networks without specifying the source. For many SMM players, this is considered the norm, and we, frankly, are already tired of fighting this. But this is what I noted for myself after we started posting longridas - we began to refer to us! But not because, SMM-pschiki awoke conscience, but because Longreads are just uncomfortable to read in social networks. These are the announcements were not uncommon during the past six months:

Behavioral metrics

After we abandoned short articles and switched to the power page, the behavioral indicators of our site have improved:

  • Failure rate decreased
  • Increased time spent on the site
  • The viewing depth remained at about the same level.

Increase loyalty of our users

When we made a statement that we decided to change our blogging approach, our readers reacted very strongly. The post scored 39 comments, and none of them was negative (except for those in which the user complained about our pop-ups, but this is not relevant to the topic). All users unsubscribing in this thread approved our solution.

Half a year has passed since then, and during this time we have received a lot of positive feedback about our content. If you still cannot decide whether you should use content marketing in promoting your site, let it be an incentive for you:

Unfortunately, the effectiveness of content marketing can not be calculated in isolation, so I can not show any graphs here. Instead, I'll just give you two real facts. The first is that our site has gained rapid speed in increasing traffic, and this trend continues to increase with each month (you already saw the graph at the beginning of the case). And the second - in September, we broke another sales record. We do not use contextual advertising or any other paid tools to attract traffic. All these applications generated our blog and a good reputation.

Longrida effective!

Despite the fact that we cannot say with 100% probability that it was the change in blogging strategy that affected the improvement of all indicators of the site, we believe that this played a huge role. Due to the ability to create high-quality content, we have gained a reputation as the best content marketing specialists in runet (yes, even if it doesn’t sound modest, but among agencies we are really the farthest in this direction), we have seriously increased the amount of general and search traffic, have grown enough a large community of fans (users who are loyal to our company and recommend it to their friends).

Now we set for ourselves new target. She is awesome. So much so that we are afraid to voice it. But we will do it. We want to make our blog the most interesting and useful resource in the world of domestic Internet marketing. For this purpose, we have already begun to select new talented authors and have freed all the “old” authors (me, Denis and Timur) from the majority of third-party tasks. Starting today, we will gradually increase the amount of materials, without lowering the quality below the bar that we have already taken. All our articles will be practical in nature, which means that anyone can read our material and immediately implement the advice given in it. As before, I will ensure that our blog has no feedthroughs. So stay tuned. Subscribe to our newsletter and be aware of all our cases and experiments.

Update

On the day of the publication of this case, we were contacted by one of our readers and told us about the use of Longrid. We are pleased to share it with you.

Hello colleagues!

I am pleased to read your resource, but today, after reading the article on Longrida, I decided to send you the result of my work with such texts. I set myself the task of doing not just longreads, but trying to write the best articles on each topic. After that, they slightly pushed them through VERY inexpensive Facebook ads. According to this scheme, in six months I have posted all THREE articles (the fact is that I have the main work, and blogging is a hobby, so there’s just not enough time for more posts). Record attendance - 20 000 people per week (with a budget of 1000 rubles). If you believe that the article is good, you just need to push it a little. Readers will do the rest themselves.

Watch the video: How Exactly Did One Become an Executioner in Medieval Times? (February 2020).

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