Mar 21, 2011 at 4:04pm ET by Matt McGee
A wide-ranging report out today paints a rosy picture for the future of search and search ads, and more specifically for Google to continue its dominance of the search landscape. But there are small niches where Google’s position as a dominant traffic driver might be taking a hit.
Citi analyst Mark Mahaney released a 30-page report largely using comScore facebook reklamları data that details traffic to the 35 top web properties in six categories — Retail, Travel, Finance, Media, Auto and Health.
Google is the No. 1 source of traffic for 26 of the 35 properties analyzed (74%), and Google traffic has increased or stayed the same since last July for 24 of them (69%).
But there may be small chinks in Google’s armor. Mahaney says Google is driving less traffic to media sites, even though it’s still the primary source for all sites measured in that category. As the chart above shows, only 20% of the media sites analyzed have seen a rise in Google traffic — which means 80% are getting less.
Meanwhile, Facebook traffic to all five of the top media sites was up over the last year. For Glam Media sites, Google is still the top traffic source, but it dropped from 17% last year to 13% in January 2011. Meanwhile, Facebook traffic rose from 5% to 9% in the same period.
Citi’s analysis relies on comScore data that was collected before Google’s recent Farmer/Panda update. So, it’s interesting to see that the report suggests Google was already sending less traffic to some so-called content farms, while Bing and Yahoo have been sending more.
Consider Demand Media: Citi says Google is still the top traffic source to its sites, but it dropped from 33% to 27% over the past year. Meanwhile, Yahoo (9% to 11%) and Bing (5% to 9%) traffic to Demand Media sites rose in that period.
Similarly, in the Health vertical, Google traffic to Demand Media’s Livestrong.com site was reportedly down over the past year, while Yahoo and Bing traffic were both up.
Related Topics: Channel: SEO | Demand Media | Facebook | Google: Web Search | Stats: comScore | Stats: Popularity | Top News
About The Author: Matt McGee is Editor-In-Chief of Search Engine Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matts disclosures on his personal blog. See more articles by Matt McGee
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What I like about this news as that since I’m not in media, the approach towards keeping sites optimized for Google remains a priority. Incoming traffic from Facebook is up, but discovery via search appears to be strongest on my site/s.
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