Facebook makes gains as traffic driver
While a report shows that Google remains the undisputed leader when to search dominance, Facebook has emerged as a contender when it comes to driving traffic to media sites.
Mark Mahaney, an analyst with Citi, recently released a 30-page report showcasing traffic to the 35 top websites in the categories of finance, media, travel, auto, retail and health. Using comScore data, he then analysed the traffic source for these properties.
While Google was found to be the top source of traffic for 74 per cent of the websites analysed, it is driving less traffic to media sites than it was last year. Although Google is still the main source of traffic for these sites, it dropped from 17 per cent to 13 per cent during the past year, while Google made a gain from five per cent to nine per cent.
And although the comScore data analysed by Mahaney was compiled before Google's algorithm update, the Citi findings indicate Google may already have been sending less traffic to content farms in the run-up to the changes.
Furthermore, with sites like Facebook becoming increasingly important drivers of traffic, social media marketing may become an essential tool for companies to build their brand.
High quality, fresh content is an increasingly important focal point for online marketers. If you are looking to build your business, a well-executed online marketing strategy incorporating social media, blogs or regular news updates could help to spread the word about your firm and keep your customers engaged.