The battle of supremacy between the two social media giants is taking a new turn with the Facebook driving more referral traffic than the Google. This not so surprise change in the supremacy of power was evident by the recent pullback of services by Google as compared to Facebook making some great acquisitions in its ranks. This is an indicator of the growing popularity of Facebook as the numero uno of social media industry.
It’s not just about acquiring the numero uno position, but its pitted between social referral and social engine referrals.
According to a recent Parse.ly study, Google has been toppled by Facebook as the ace referral source for digital publishers.
On this recent power shift, Andrew Montalenti, The CTO of Parse.ly says that many factors are behind this change. But the major breakthrough came back a year back, when Facebook started taking it more seriously in forging ties with them and start promoting it:
About the move, he says that “I believe the reason Facebook did this is because they realized that a lot of the interesting conversations happening around the web were happening around major news, media and information, but the user-generated content was not enough to sustain the interest of Facebook’s users population.”
That was the main reason behind Facebook launching Instant Articles to strengthen the ties with the publishers in an attempt to revive and promote its news feed content
“All of these initiatives taken together you might describe as a gradual but nonetheless accelerated courtship Facebook is doing with media companies to encourage them to care just as much about Facebook content optimization as perhaps they cared about search engine optimization.”
Going further with the story, Montalenti says that No.1 ranked social media hubspot will forge new ties with publishers and developers in an effort to constantly serve its News feed section, and in the process it might have aced in the rankings, which is the main reason behind the sudden surge of Facebook in toppling the ranking charts alongside the No.1 search engine.
“Facebook is already providing close to 40 percent of traffic among other referral sources that we’ve identified, and that is only rivaled by Google and search as a channel.”
But Google still rules the roost as the No.1 search engine both in terms of referral source and in attracting highest referral web traffic and Montalenti can’t see anyone toppling it in the near future. About the credibility of the Parsely data, he says that the source is much more indicative of a particular niche group in the online media, rather than the larger section of the web community.
Finally, Montalenti says that Facebook will find it tough in a way it works to beat Google in generating more web traffic as compared to Google, which can use its long search handle to good effect.
“Facebook is more like a serendipitous browsing activity for its users. So it kind of makes sense that it’s driving an increase in share of media brand traffic because media brands are taking advantage of the zeitgeist of current discussions in the community and Facebook is reflecting that in their News Feed algorithm.”
With that said, to make short of the story, Google still holds numero uno position as a major search engine referral source, which generates more online referral traffic as compared to Facebook, which is continuously a growing search referral community peaking at the right moment to gain the upper hand in this battle of supremacy as the numero uno.
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