Combined with Microsoft and Bing
Major platforms like Facebook, X, LinkedIn and Google are increasingly keeping users on their own sites rather than sending traffic to external sites. These platforms prioritize native content and even penalize content that contains outbound links. This trend is convenient for users, but frustrating for publishers and content creators. Tests show that across platforms, posts without links have 10x greater reach than posts with links.Pie chart showing the top traffic referral sources on the internet in argentina number dataset January 2024 (SparkToro/Datos) When examining the sources of referral traffic, we can see that Google dominates, sending around 63% of all referral traffic. , search engines account for approximately 70% of all traffic referrals. However, nearly half of all referral traffic from these large sites only goes to the first 100-200 domains, leaving small and medium-sized businesses with significantly less traffic than before.
Interestingly, recommendations don’t tell the full story of influence. While search accounts for 70% of referrals, it only represents about 10% of online attention. Most of the time spent online is spent on productivity tools, social media, video and audio platforms, games and news websites. This disparity suggests that focusing solely on traffic sources may lead to an overemphasis on search and ignore other influential channels through which people actually consume content and influence their decisions.
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