Although Facebook and Twitter are responsible for notable amounts of traffic, it appears that search engines are still in the lead. According to a recent study, Google is still the number one source of traffic for many websites.
Citi analyst Mark Mahaney used comScore data to analyze visits to the top five websites in a variety of verticals, including media, retail, travel, auto, finance, and health.
Mahaney’s report found that Google ranked as the number source – delivering 16 percent of all traffic – for 23 out of the top 30 websites. Just behind Google is Yahoo and Microsoft, which accounted for 11 percent and six percent of traffic to the top 30 websites, respectively.
Despite hanging on to the top spot, Google’s influence appears to falling in some verticals. For example, the search giant went from providing health-related sites with 24 percent of traffic in January 2010 to 15 percent in January 2012. However, that’s the biggest dip in traffic; in most cases there is only a one percent difference.
This data by no means suggests that you should disregard social media platforms as a traffic source. Rather, it’s simply a reminder to pay closer attention to SEO elements on your website or blog. With Google focused on social integration, we don’t see the company’s influence disappearing any time soon.