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DIGITAL MARKETING NEWS

Facebook loses to Google in traffic for publishers

New data from analytics company Parse.ly reveals Google has overtaken Facebook in becoming publishers’ most productive source for gaining external views.

Changing of the times

The latest information, gathered from some 2500 publishers, tells of Facebook’s strong start and gradual decline as 2018 progressed.

After starting the year with promising numbers, Facebook has plummeted from holding 40% of publishers’ external traffic; down to 26% in just four months.

Meanwhile, Google has risen from holding 34% of publisher traffic up to a robust 44%. Google’s move to accelerate mobile pages with “Top Stories” is also driving reach further, and helps explain the climb.

Where Facebook went wrong

Facebook’s constant news feed algorithm updates may have soured the waters with publishers, after releasing an update to prioritise posts of friends and family ahead of publishers.

Facebook’s “Instant Articles” feature has lost some of its steam as well, where they had been hosting publishers’ content designed to send readers to the source site.

Finally, Facebook’s shift to prioritising native video over written posts could lead to an unbalance in how stories reach users.

What do you think about Facebook’s shift to more family and friend orientated content? Are you surprised at Facebook’s shift with Google? Let us know in the comments below.

Learn with SMK through February

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February's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Google Analytics 4 on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

SEO Made Easy Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module One: 2024 Search Engine Optimisation (SEO) Trends, Challenges and Opportunities
  • Module Two: Understanding Technical SEO, User Experience & Google Search Console
  • Module Three: On-Page SEO, Website Copywriting & Content Marketing
  • Module Four: Off-Page SEO, Local SEO & Google Business Profile Optimisation

Digital Marketing Evaluation Masterclass on Fridays from 11 am – 1 pm AEST

  • Module One: 2024 Ads Trends, Landscape and Opportunities
  • Module Two: Social Ad Reporting, Evaluation & Campaign Optimisation
  • Module Three: Advertising Strategy, Targeting & Campaign Planning
  • Module Four: Social Ad Creative, Copywriting & Campaign Testing

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