The Inbound Traffic Showdown: SEO vs. Social Media

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Welcome to Shareaholic’s Search Traffic vs. Social Referrals Report. In this report, we analyzed data collected over the last 13 months across our network of 200,000+ sites that reach more than 250 million unique monthly users.

Here, we tracked the amount of traffic the top 5 search engines (Google, Yahoo, Bing, Ask, AOL) and the top 5 social media sites (Facebook, Pinterest, Twitter, StumbleUpon, Reddit) drove to publishers.

The data reveals organic search's share of visits to publishers actually dropped 6% year-over-year. On the other hand, referrals from the top 5 social media platforms more than doubled (growing 111% year-over-year).

Need more? Scan the slides and share your thoughts!

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The Inbound Traffic Showdown: SEO vs. Social Media

  1. 1. vs. December 2013 1
  2. 2. Hi! I’m Danny. I do Marketing @ Shareaholic 2
  3. 3. What does Shareaholic do? 3
  4. 4. Shareaholic helps publishers create elegant, simple and delightful content discovery experiences for their readers… 4
  5. 5. Now for our… 5
  6. 6. Now for our… December 2013 Search Traffic vs. Social Referrals Report 6
  7. 7. In our report, we looked at how much traffic the top 5 search engines AND the top 5 social media sites drove to online publishers. p.s. this study was conducted over 13 months (Nov 2012-13) 7
  8. 8. In our report, we looked at how much traffic the top 5 search engines AND the top 5 social media sites drove to online publishers. p.s. this study was conducted over 13 months (Nov 2012-13) 8
  9. 9. … and we discovered two things: 9
  10. 10. #1 Search’s heyday is over; it’s a mature channel. 10
  11. 11. #1 Search’s heyday is over; it’s a mature channel. Organic search’s share of visits to publishers actually dropped 6%. Search engines are more likely to see drastic growth in their personal market shares than they are to see substantial growth in the overall market. That’s because everyone already references search engines when they need information. 11
  12. 12. #1 Search’s heyday is over; it’s a mature channel. Organic search’s share of visits to publishers actually dropped 6%. Search engines are more likely to see drastic growth in their personal market shares than they are to see substantial growth in the overall market. That’s because everyone already references search engines when they need information. Simple as that. 12
  13. 13. #2 Social Media has barely outgrown diapers; things are just getting started. 13
  14. 14. #2 Social Media has barely outgrown diapers; things are just getting started. Referrals from the top social media platforms more than doubled (growing 111% year-overyear)! People are more active on social media than ever. This year, we witnessed Facebook’s dominance as the #1 player, Pinterest’s sky-high growth and Twitter’s gangbuster IPO. Yet social media is nowhere near full maturity. 14
  15. 15. #2 Social Media has barely outgrown diapers; things are just getting started. Referrals from the top social media platforms more than doubled (growing 111% year-overyear)! People are more active on social media than ever. This year, we witnessed Facebook’s dominance as the #1 player, Pinterest’s sky-high growth and Twitter’s gangbuster IPO. Yet social media is nowhere near full maturity. Indeed, this is just the beginning. 15
  16. 16. We surveyed 200,000 digital publishers 16
  17. 17. Who collectively reach more than 250 million uniques monthly 17
  18. 18. …and ultimately gathered this data: 18
  19. 19. And if you want something that’s easier on the eyes, here’s a simple line graph. 19
  20. 20. 20
  21. 21. If you’re interested in the full report (including explanations for the trends), follow the link here: http://s.shr.lc/1fFf4d1 21

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