Content Marketing Blog

Link between search and social set to expand

A recent report by analytics provider PageLever has found that Google gives Facebook an average of up to 27 per cent of its total inbound traffic.

That's quite a lot when you consider that the social network was actively accounted for 25 per cent of total page views in the US in 2009.

What is more surprising is that the volume sent by Google through natural searches is more than ten times greater than the amount sent by Bing – 2.3 per cent.

This occurs even though Microsoft's search engine has an active partnership with Facebook – the site began integrating Facebook’s Like and Comment abilities into its search results back in May.

To generate a decent benchmark, PageLever pulled the statistics from 1,000 bona fide company and product pages – each with more than 10,000 fans – to ensure that the data came from organic search queries.

The median amounts of external search traffic amounted to 16.11 per cent for Google, while Bing managed to register a total of 0.89 per cent.

Even Yahoo! sends more traffic to fan pages then Microsoft’s engine, beating it with both median and mean results – 4.11 per cent and 1.85 per cent respectively.

This provides companies involved in corporate blogging and Facebook campaigns with some serious food for thought as it shows the genuine relationship that exists between searchable content and social media.

Sites with fresh content that readers find valuable are more likely to rank higher in natural searches for related keywords, as the search engines rate websites based on the reputation of associated sites as well as the quality of a page’s content.

For businesses, this means that a top-quality Facebook page could provide their website with significant increases in traffic.