https://www.marketingtechnews.net/news/2018/mar/01/google-top-again-search-beats-social-referral-traffic/
Wow, Google did it again! Facebook is now second to Google in generating site visits. Google did this by indexing more and more social content and including it within their rankings and results page. Users no longer have to login to multiple social media sites (Facebook, Twitter etc), instead Google will aggregate all the buzz in one place. Additionally, changes to Facebook new feed algorithm further advanced Search.
According to content marketing platform Shareaholic, Search drove 35% of site visits in 2017 compared to 26% from social. They came to this conclusion by analyzing 400 million internet users and 250,000 mobile and desktop sites.
Some of you like me are wondering if this trend is significant. Well, having given it some thought, I think it is a little bit of everything. More people are moving to closed social networks like LinkedIn, WhatsApp etc. No one wants to be remembered for that one silly thing they did in their 20s. Given this understanding, Facebook's dominance in generating site visits will continue to decline. Some of you may point out that Search too will have hard time aggregating feeds/articles/contents. But that in fact plays in favor of Search. Because users are likely to return back to expressing intent using search!
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