Content analytics platform Parse.ly recently released data showing that Facebook passed Google in referral traffic to publishers in June. And as of July, Facebook claimed a 38.2% share of referral traffic, compared to 35.2% for Google. These findings are based on Parse.ly’s analysis of referral traffic to hundreds of clients, including Condé Nast, Mashable, Fox News, The Atlantic and Reuters. Facebook’s rise has been slow and steady since at least 2012, as it has been gradually winning referral traffic market share from Google Sites.
Both companies have switched places before, including last fall, when Facebook passed Google for the first time. However this time the lead is more sizeable. Parse.ly’s study comes as Facebook seeks to tighten its grip on publishers even further with programs like Instant Articles, which allows publishers to host content directly on Facebook’s platform, making distribution and consumption easier and more efficient.
Facebook has also tweaked the algorithms that govern organic reach, in favor of publishers and at the expense of brand marketers. Google has also been refining the way it refers traffic to publishers. Most notably they started to give lower search rankings to algorithmic content publishers, which post content based on analysis of patterns in search traffic and auction bids. In December 2013, Google announced a big move towards “high quality” content, again by giving it a higher profile in news feeds. Will Facebook sustain its lead over the long-term? Only time will tell.