A new study shows that in 2017, search (specifically Google searches) dominated over social media in the percentage of overall traffic delivered. This reverses a trend that started in 2014 where social media was the main driver of website traffic.
The study published by Shareaholic looked at 400 million internet users and 250,000 mobile and desktop users. They found that search drove 35% of site visits compared to 26% from social media. In particular, Facebook suffered a 12.7% drop in visits in the second half of 2017.
What does this mean for marketing? More money should be spent on Google search ads as opposed to on social media as it appears that Google dominates once again.
https://www.marketingtechnews.net/news/2018/mar/01/google-top-again-search-beats-social-referral-traffic/
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