What Is a Listicle?

The word listicle combines “list” and “article.” The format existed long before websites and search engines. Magazines regularly used numbered lists to package information into an easy-to-read format, while digital publishers later made the structure a major part of online content.

BuzzFeed helped popularize the modern internet listicle, particularly during the 2010s. Its highly shareable numbered articles showed how easily readers could consume information when it was broken into individual points.

But a listicle is not simply an article that contains a list.

A blog post with a list: The article is mainly organized as paragraphs, with a bullet or numbered list added somewhere in the content.

A true listicle: The list is the article’s main structure. Each item represents a meaningful part of the topic and usually has its own heading, explanation, examples, or evaluation.

For example, an article titled “How to Improve Your Website” could contain a five-point bullet list in the middle. That does not automatically make it a listicle.

On the other hand, “10 Ways to Improve Your Website” is clearly a listicle when the article is built around those 10 methods, with each method receiving its own section.

This distinction matters for SEO because format should follow search intent. If people searching for a topic consistently see list-based results, a listicle may be the better format. If Google mainly returns comprehensive guides or explanatory articles, forcing the topic into a numbered list can make the content less useful and less competitive.

Why Do Listicles Perform Well in Search?

Listicles work well because they match several ways people search for and consume information.

First, they are highly scannable. Readers can quickly scan the headings, identify the items that matter to them, and skip sections that don’t. This is particularly useful when someone is comparing products, looking for ideas, or trying to solve a problem quickly.

Second, listicles make the promise of the article clear. A headline such as “12 Free Keyword Research Tools” tells readers roughly what they will get before they click. The structure also gives them a predictable path through the information.

There is evidence that list-based content can attract substantial engagement. Backlinko’s analysis of more than 912 million blog posts found that list posts received an average of 218% more social shares than how-to posts and 203% more than infographics. That research looked at social sharing rather than Google rankings, so it should not be interpreted as proof that listicles automatically rank higher.

Listicles can also perform well because they fit commercial and comparison searches naturally. Queries such as “best project management software,” “top running shoes for beginners,” and “best alternatives to X” ask the searcher to evaluate multiple choices. A well-built list can answer that need without making the reader jump between several pages.

However, backlinks are not guaranteed simply because content uses a list format. Backlinko’s research actually found that list posts were among the strongest formats for social sharing but weaker than some other formats for attracting backlinks.

That distinction is important. A listicle earns links because it is useful, original, or reference-worthy—not merely because it has numbered headings.

For example, a resource list containing original research, updated statistics, expert commentary, or genuinely useful evaluations gives another website a reason to cite it. A thin list of generic recommendations does not.

Listicles are also widely used in SEO content. Ahrefs’ examples include listicles targeting search topics such as alternative search engines, ways to find email addresses, SEO tips, and link-building strategies, showing how the format can work across informational and commercial topics.

The same principle applies beyond traditional search. Clearly separated sections can make information easier for people and systems to process because each item answers a distinct part of the query. But it is still the quality and usefulness of the information that makes a page worth surfacing.

Types of Listicles

Not every listicle serves the same purpose. The best format depends on what the reader wants to accomplish.

1. “Best of” roundups

These list the strongest options within a category, such as “10 Best Project Management Tools for Small Teams.”

They work particularly well when readers need help narrowing down choices. A strong roundup should explain why each option belongs on the list, who it is suitable for, and where it falls short.

Simply describing every product as “powerful,” “easy to use,” and “feature-rich” does not help readers make a decision.

2. Comparison listicles

Comparison listicles put multiple options side by side. They can cover direct competitors, alternatives, or several products serving the same purpose.

Examples include “5 Best Canva Alternatives” or “Ahrefs vs. Semrush vs. Moz.”

These pages are useful when the searcher already knows what type of solution they need and is trying to choose between specific options.

3. How-to listicles

A how-to listicle breaks a process into individual actions.

For example, “8 Steps to Create a Content Brief” can explain the process from research through final review.

The key is that each step should move the reader toward a result. A numbered list with one vague sentence per step is rarely enough for a competitive search query.

4. Resource collections

Resource listicles gather useful materials in one place. Examples include “25 Free SEO Tools,” “15 Content Writing Templates,” or “20 Market Research Resources.”

These can become valuable reference pages when the resources are carefully selected, categorized, and explained rather than simply copied from other websites.

5. Mistake and warning listicles

These focus on problems readers want to prevent.

Examples include “10 Common SEO Mistakes That Hurt Your Rankings” or “7 Website Design Mistakes to Avoid.”

This format works because the reader can quickly scan the mistakes and identify whether any apply to them. The strongest versions explain not only what the mistake is, but also why it happens, what damage it can cause, and what to do instead.

Real-World Examples of Listicles That Work Well

The best way to understand a strong listicle is to look at pages that use the format for a clear purpose rather than simply adding numbers to a headline.

Wirecutter’s product roundups are a strong example. Its recommendation pages do not stop at naming products. They explain testing methods, strengths, weaknesses, and who each product suits. That turns a simple “best products” list into a decision-making resource.

Zapier’s tool roundups use a similar approach for software. Instead of giving every tool the same generic description, its lists often explain what each tool does best and where it fits into a user’s workflow. This makes the list useful even for readers who are comparing several options.

The Spruce’s buying guides show how listicles can work outside technology. Its product lists combine recommendations with practical buying criteria, helping readers understand not just what to buy but what to look for.

IMDb’s ranked lists demonstrate another version of the format. The ranking itself becomes part of the value. Readers are not only looking for a collection of movies; they want to know how those movies compare within the chosen category.

The common thread is simple: the list provides a decision framework. The reader can understand the options, compare them, and decide what deserves more attention.

That is the standard worth aiming for when creating an SEO listicle.

How to Write a Listicle That Actually Ranks

Creating a numbered article is easy. Creating one that deserves to rank is much harder.

Search results already contain hundreds of listicles on popular topics. If your article simply repeats the same items, descriptions, and advice, changing the wording will not give readers a strong reason to choose your page.

1. Confirm list intent before choosing the format

Start with the search results.

Search your primary keyword and examine the pages ranking on the first page. Look at their formats, number of items, depth, headings, and the type of information they provide.

If most results are listicles, that is a strong signal that the format matches the query.

If most results are detailed guides, definitions, product pages, or documentation, do not force the topic into a list simply because listicles are easy to write.

The SERP should influence your format.

For example, someone searching “best CRM software for startups” is probably looking for several options to compare. A listicle makes sense.

Someone searching “how does a CRM work?” may need one connected explanation rather than 15 separate points.

Also check what the current ranking pages are missing. If the top results all list the same tools but rarely explain pricing, limitations, ideal users, or actual testing criteria, that gap can become your opportunity.

2. Go deeper per item instead of making the list longer

A common mistake is trying to beat a competitor’s 10-item list by publishing 25 items.

More items do not automatically mean more value.

If the competing article has 10 genuinely useful entries and your article has 25 shallow ones, the longer list may actually be worse for the reader.

Instead, ask what information would help someone make a decision.

For a software listicle, that could include:

Best for: The type of user or business that benefits most.

Key features: The features that actually matter for the use case.

Pros: Specific advantages rather than generic praise.

Cons: Meaningful limitations readers should know before choosing.

Pricing: Where relevant, include the current pricing structure and date checked.

Verdict: A short explanation of why the product earned its place on the list.

This structure gives readers something they cannot get from a collection of one-sentence descriptions.

3. Write real evaluations

A listicle should contain judgment.

If every item is described as “powerful,” “easy to use,” “feature-rich,” and “great for businesses,” the article is not really helping anyone compare the options.

Instead, explain why one item is better for a particular situation than another.

For example:

Tool A is the better choice for a small team that wants simple project tracking, while Tool B makes more sense for larger teams that need advanced reporting and automation.

That single comparison gives the reader more useful information than several generic paragraphs.

The goal is not to make every item sound equally good. Honest trade-offs make a list more credible.

4. Use a comparison table near the top

A comparison table gives readers an immediate overview before they read the detailed sections.

For a product or software listicle, useful columns might include:

The exact columns should depend on the search intent.

A table should not simply repeat information from the article. It should help readers compare the criteria that influence the decision.

5. Add something competitors cannot copy easily

This is where a listicle can move from average to genuinely useful.

Add original data, first-hand testing, expert commentary, screenshots, survey findings, calculations, experiments, or a clear editorial methodology.

For example, instead of writing “These are the 10 best email marketing platforms,” explain how the platforms were evaluated.

You could score them on deliverability features, automation, ease of use, integrations, reporting, pricing, and support.

The methodology becomes part of the article’s value.

This also gives readers a reason to trust your rankings instead of assuming they are arbitrary.

Backlinko’s large-scale content study is a useful reminder that format alone does not determine whether content earns links. Its analysis of 912 million blog posts found that list posts generated substantially more social shares than how-to posts, while “Why,” “What,” and infographic formats performed better for acquiring backlinks.

In other words, a highly shareable listicle is not automatically a highly linkable listicle.

If backlinks are one of your goals, include information worth citing: original research, useful statistics, a unique framework, data analysis, or a genuinely comprehensive resource.

6. Do not choose the number of items arbitrarily

There is no universal rule saying every listicle should contain 10 items.

The number should come from the topic and search intent.

If there are six genuinely strong options, publish six.

If the topic naturally requires 20 resources, publish 20.

Do not add weak entries just to turn “7 best tools” into “15 best tools.”

A useful test is:

Would removing this item make the article meaningfully less useful?

If the answer is no, the item probably does not need to be there.

A Simple Listicle Quality Score

Instead of judging a listicle only by word count, use a scoring framework before publishing.

Score each category from 0 to 5:

A practical interpretation:

45–50: Strong enough to compete seriously.

38–44: Good, but identify and improve the weaker categories.

30–37: Useful foundation, but likely needs more depth or originality.

Below 30: Rework the article before publishing.

The score is not an SEO ranking formula. Google does not assign listicles a score out of 50. It is an editorial quality-control system that helps prevent the common problem of publishing a long article that is still shallow.

When Not to Use a Listicle Format

Listicles are useful, but they are not the right answer for every topic.

Use a different format when the reader needs one deep explanation.

For example, “What is technical SEO?” may be better served by a connected guide explaining crawling, indexing, site architecture, JavaScript, structured data, and other concepts in context.

Avoid a list when there are not enough genuinely distinct items.

If you can identify only three useful points but feel pressured to create “10 Things You Need to Know,” you may end up padding the article.

Look at the SERP before deciding.

If the first page is dominated by comprehensive guides, official documentation, research papers, or product pages, a listicle may not match the searcher’s expectations.

There is also a difference between information that happens to have steps and a listicle.

A technical tutorial may use numbered steps because the reader must complete them in sequence. That does not necessarily mean the article should be treated like a typical SEO listicle.

The format should make the information easier to understand, not simply make the headline more clickable.

Listicle Ideas by Funnel Stage

Listicles can support different stages of the buyer journey.

Frequently Asked Questions