EditorialGuy - 10:14 pm on Jul 14, 2013 (gmt 0)
Do what's best for your readers. Personally I don't like to try to read an article that's broken up into short pieces so that you have to keep clicking to a new page.
A number of years ago, WIRED reported on an academic study that compared two versions of an article: one on a single page, the other divided into multiple pages.
The findings were interesting: Users preferred the article broken into multiple pages, and they thought it was the shorter of the two versions--even though it was, in fact, longer.
The study's findings may have lost relevance over the years, thanks to higher-resolution displays and broadband Internet connections. But now that many people are viewing the Web on tablets (which typically have resolutions no greater than 1024 x 768), the study may not be obsolete after all.
My own approach, which has worked well over the years, is to break long articles into logical units. If I were to write a comprehensive article about breeds of unicorns, I might have an introductory page followed by a separate illustrated page for each breed and ending with a page of links to other unicorn resources. And while this might be useful to me in terms of SEO and ad revenue, it would also--and perhaps more importantly--present a better user experience to the reader.