On the Internet, there are Google and Facebook, and then there are others. Digital publishers have relied on these giants to give visibility to online news.
On the Internet, there are Google and Facebook, and then there are others. And digital publishers know this and so do businesses, which have relied on these giants, allowing them to account for unprecedented growth in terms of online announcements and news.
Digital publishers also know how crucial the referral factor is. Unless you are one of the few lucky sites that still represent a destination for readers, you need to focus on Facebook or Google. Together, they accounted for 75% of all Internet traffic references, according to reports from Parsley data analysis company.
Parsley has discovered that Facebook and Google both tend to lead people, but around very different stories. It tells us who is using the platforms or topics of discussion you are interested in. What is clear is that treating them the same way is an unfortunate move.
The number of standouts equal to 87% and this data translates into the way in which articles generate traffic in the field of "lifestyle" via Facebook. Google counts 6.7% in this sector, while other referrers arrive together with 6.2%.
Google tends to dominate in the news, including technology, business and sports.
The graph below provides information on the various subject areas studied by Parsely:
Among the standouts there are also job offers. Google wins a monstrous 84% in terms of job advertisements, which would explain why Google is recently announcing more and more strategies in this area.
Facebook has proved itself in recent years as the dominant force among digital media. The social network can drive huge amounts of traffic for the publishers, but Clare Carr – of Parsely's marketing team – has noticed a disproportionate predominance in the impact of the platform's influence.
"Our latest data analysis shows, however, that if you only use Facebook news feeds to judge the types of news that people consume, you end up struggling with a distorted picture," Clare Carr wrote in a blog post. "On Facebook , you will see readers engaged with articles on entertainment, lifestyle, local events and politics. The articles that deal with business, the global economy and sports attract readers, but mainly through Google and other referrers ".