WordPress reports that 87 million posts were published on their platform in May 2018, which is a 47.1% increase compared to May 2016. That’s an increase of 27 million monthly blog posts in a 2 year span.  It appears that, due to the sharp rise in content produced, that building links from content is harder than ever. A 2015 study published on the Moz blog concluded that, of the content in their sample, “75% had zero external links”. Again: our research from this study found that 94% of all content has zero external links. This suggests that getting links to your content is significantly harder compared to just a few years ago. Key Takeaway: Building links through content marketing is more challenging than ever. Only 6% of the content in our sample had at least one external link. 1. Long-form content gets an average of 77.2% more links than short articles.Therefore, long-form content appears to be ideal for backlink acquisition. 2. When it comes to social shares, longer content outperforms short blog posts. However, we found diminishing returns for articles that exceed 2,000 words. 3. The vast majority of online content gets few social shares and backlinks. In fact, 94% of all blog posts have zero external links. 4. A small percentage of “Power Posts” get a disproportionate amount of social shares. Specifically, Specifically, 1.3% of articles generate 75% of all social shares. 5. We found virtually no correlation between backlinks and social shares. This suggests that there’s little crossover between highly-shareable content and content that people link to. 6. Longer headlines are correlated with more social shares. Headlines that are 14-17 words in length generate 76.7% more social shares than short headlines. 7. Question headlines (titles that end with a “?”) get 23.3% more social shares than headlines that don’t end with a question mark. 8. There’s no “best day” to publish a new piece of content. Social shares are distributed evenly among posts published on different days of the week. 9. Lists posts are heavily shared on social media. In fact, list posts get an average of 218% more shares than “how to” posts and 203% more shares than infographics. 10. Certain content formats appear to work best for acquiring backlinks. We found that “Why Posts”, “What Posts” and infographics received 25.8% more links compared to videos and “How-to” posts. 11. The average blog post gets 9.7x more shares than a post published on a B2B site. However, the distribution of shares and links for B2B and B2C publishers appears to be similar.

There’s Virtually No Correlation Between Social Shares and Backlinks

In other words, content that receives a lot of links doesn’t usually get shared on social media. (And vice versa) And when content does get shared on social media, those shares don’t usually result in more backlinks. This may surprise a lot of publishers as “Sharing your content on social media” is considered an SEO best practice. The idea being that social media helps your content get in front of more people, which increases the likelihood that someone will link to you. Very long headlines (14-17 words in length) get 76.7% more social shares than short headlines.

Titles That End With a “?” Get an Above Average Amount of Social Shares

One interesting nugget from our data was that “question headlines” seem to be working well right now. In fact, headlines with a question mark get 23.3% more social shares than non-question headlines. Here is a file you can download that explains the analysis behing the above article.  https://cdn-backlinko.pressidium.com/wp-content/uploads/2019/02/backlinko-content-study-methods.pdf

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.