Home/Facebook/Facebook and Google dominate online traffic referrals but for very different content

Image: Shutterstock/ PeterPhoto1 23

On the internet, there’s Google and Facebook, and then there’s everyone else.

Digital publishers know this. They know it on the business back, where the two companies have been accounting for just about any and all online ad proliferation in the last couple years.

Digital publishers also know this on the referral side. Unless you’re one of the lucky few websites that is still a destination for readers, you’re playing the Facebook/ Google play. Together, they accounted for 75% of all internet traffic referrals( aka when you two are click on a link to somewhere else from them ), according to data analytics firm Parsely.

They’re big, but they’re not the same. Parsely found that Facebook and Google tend to drive people to very different kinds of stories. Whether that’s indicative of who is using the platforms or what they’re very interested in is up for debate. What’s clear is that treating them equally is a bad move.

The standout number is 87 percent that’s how much referral traffic “lifestyle” articles is obtained from Facebook. Google accounts for 6.7 percentage, while other referrers come in at 6.2 percent.

Google tends to dominate in newsier themes, including engineering, business, and sports.

The graph below provides insight into the various topic areas studied by Parsely.

Image: parsely

Parsely based its experiment on a survey of more than 10 million articles published in 2016.

Also among the standouts is job postings. Google takes a monster 84 percent of job postings referrals, which provides some theory of why Google recently announced that it’s going to be doing more in this area.

Facebook emerged in recent years as the dominant force in digital media. The social network “re driving” massive amounts of traffic to publishers, but Clare Carr of Parsely’s marketing team warns of overweighting the platform’s influence.

“Our most recent data analysis appearances, nonetheless, that if you use Facebook news feeds alone to judge what types of news people devour, you’ll end up with a misrepresented picture, ” she wrote in a blog post. “When on Facebook, you’ll determine readers especially committed with articles on entertainment, lifestyle, local events, and politics. Clauses on business, worldwide economics, and sports also attract readers, but mainly through Google and other long-tail referrers.”

Read more 😛 TAGEND

About the Author:

Pin It on Pinterest

Share This
default-poup