Recirculation as a new editorial KPI.

Priyanka Tyagi
Director
Location
India
Traffic
20M
Team
25+
Maria Ermolenko
CSM IO Media

Hey Priyanka! Thank you for joining us today. We know that you chose the Recirculation as one of the main metrics to improve and have a few questions. So how many articles do your writers usually produce daily? 15:45

We publish approximately 2500 articles in a month which comes down to 80-85 articles per day. 15:46

Do you have a general structure template for your articles? 15:45

Yes, we maintain a proper word limit for articles that gets published on Boldsky. There is an editorial format that the entire team follows - introduction, sub-points etc. 15:46

Why did you decide to improve the recirculation? Do you have any KPI from the managers or was it an idea coming from the editorial team? 15:45

Well, I would say both. Recirculation on Boldsky was not very good a few months ago. We wanted our readers to go to other pages and not to bounce. We wanted them to dig more into content. When readers spend more time on the site they don't just increase the average time spent, but they also become our loyal readers.

Also our KPI is set at an organizational level. We have to reach a certain number of pageviews, unique visitors, recirculation, revenue generation and also we have time frames when these goals have to be achieved. 15:46

How many links do your writers usually add to each article? 15:45

We include a minimum of 2 interlinks in each article. 15:46

What number of clicks is enough? When will you decide to change the link? 15:45

We consider 10 clicks per interlink as an average number. When we see that the recirculation on an article is below the average, we decide to make changes. We change the interlinks, also we sometimes alter the headline, subject, or the images. 15:46

How do you use IO to improve the recirculation? 15:45

If we have published an article but we don't see it appearing on top in .io then we know we need to alter the content, headline etc. .io shows us if there is a drop in the views of the article, time spent on the article. .io very clearly shows us the insights of recirculation happening on the site and numbers on each of the link. Another feature that I personally loved on .io is that it shows step by step readability - with this we know how many people just read first part of the article and how many actually read the article till the end. 15:46

Do you have any knowledge base? How do you remember which links work good and which do not? 15:45

We maintain author reports, team reports and a few other reports that help us in keeping a track. Also, I have another set of reports where we have all the evergreen and best-performing articles with the total number of pageviews. This file is available for all the team so they can use it for education.

Thank you for sharing this story with the teams! Sure your experience will help. 15:45

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