Ordering of List Based Articles - Start or end with #1 in a 'top ten'?

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How do you guys order your 'list' styled articles? For example, if you have Top 10 Destinations for X, do you start with 1 or end with 1.

On the one hand, if the reader has to scroll all the way to the bottom they will have a better chance to see more ad units (especially on mobile) but it feels like a worse user experience for them to find what they actually want. I do use tables of contents though so in theory, it wouldn't matter either way because they can skip if they'd like
 

Ryuzaki

お前はもう死んでいる
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People read lists for two reasons:
  1. They want to know the best options immediately (ascending order of #1 -> #10).
  2. They want to enjoy the build up towards the best options over time (descending order of #10 -> #1).
List Item 1 is like "Top 10 Best Ping Pong Paddles" while List Item 2 is like "Top 10 Richest Movie Stars".

If you're trying to get people to buy something, you'll want to do cater to the #1 option. If you want people to view a ton of ads or view all of the options, go with #2 and don't use table of contents or let Google skip to the last item using the fragmented URLs they're doing now.
 
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Makes sense - When you put it that way it seems pretty obvious. I think I have some re-ordering to do!

I'll take a closer look into the fragmented URL issue you mentioned because I haven't considered that previously.

Thank you!