New research from Outbrain, a content recommendation service and tool provider, shows that maybe we shouldn’t be trading in search engines for social media platforms. At least not just yet.
As reported by Search Engine Land, the report showed that out of 100 million visits to connected sites, 41 percent fell in the search category as the method they used to arrive to a site. In addition, the top three traffic sources were non-social media tools.
In another bit of research, Outbrain investigated the average number of page views per session – basically, once the user was there, did they click around the site? Visitors who arrived by a search mechanism clicked around more, while social media visitors tied for last place.
You can view Outbrain’s original report by clicking here.
So what does this mean?
I wouldn’t toss out search engines in favor of social media placement if you are looking to promote your site and your message. Simply put, folks are still using Google and the like to find the information, despite the current hype social media tools are garnering. As financial experts say, “diversify.” Social media might be growing, but there’s still a large audience of potential visitors who are going to want to use Google and co. to find you, and once they’re there, they want to stay.