Chartbeat

2023年4月17日

可以说没有任何搜索两倍真的发展到新的高度,当它归结为高效流量来源的新闻世界。但与此同时,我们打招呼社交媒体的下降。数据来自新闻公报Chartbeat经历了一个完整的分析数据。过去五年的研究调查结果,近546种不同的新闻网站从美国和英国都跟踪,从2018年开始。来源的目标是看到担任领导人对出版商和交通的增长下降的努力。根据这个分析的网站,页面视图的股票的数量出版商通过搜索进行了小幅增长从33%的第一年35%,第二年的数据集是2023年3月。与此同时,来自顶级社交媒体应用程序显示的页面浏览量略有下降,从32%到30%在同一时间。方面的领导无疑扩大了社交媒体作为主要推荐来源。新闻公报》看到页面视图推荐以外的各种渠道带来的内部,这意味着页面浏览量是当用户在网站上看到人们发现新闻似乎感兴趣以外的出版商自己的主场。进一步分析了看到来自资源的访问量有多少像社交媒体应用,直接流量来源,和外部的位置。 Visitors navigated directly to some landing pages on leading websites. Meanwhile, Search was definitely the top source for news pages after looking at the conclusive data from the past five years. Moreover, there were some exceptions to this including 2019 where social media did slightly race ahead of the game. Most searches arise through the world’s leading search engine Google. But less than 5% did come from the likes of Microsoft and Bing. Are we surprised to see Google dominating the search landscape with nearly 95% of the page views getting generated? No, we are not. The monthly page views thanks to search are trending in an upward direction and so is the volume of searches done and time users spend on such platforms. But we do need to take a moment out and say that Facebook is still at the top of its game. Despite the Meta-owned app taking a step back from the news, the app’s share for traffic in this category continues to dominate and is much greater than other top social media apps. Meanwhile, Facebook managed to produce page views that were nearly eight times as much as the popular microblogging site Twitter in the past year. So we see Facebook contributing a share to news websites and the referral traffic being similar to levels before the pandemic. But what we’re seeing now is how it's moving in a downward direction. Other apps like Reddit, Pinterest, and LinkedIn produced far fewer page views than Facebook did but it did undergo a slight increase in page views at one point in time, the analysis revealed. Then we looked at the engaged timings for social media increased by nearly 50% during that time period. On the other hand, the time spent by users on a certain website after receiving referrals from Facebook went down from 356 billion seconds to just 273 billion seconds in one year. During this time, Twitter witnessed a fall in users staying engaged too. The solution is simple here. Since search is dominant, Google’s algorithm may undergo changes and cause traffic to fluctuate. Hence, publishers can make the most of this by diversifying traffic sources. And experimentation is key.