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Chart of the week: Search and social squeeze publishers out of referral game

According to data dug out by Australian communications consultancy firm Activate, publishers have been squeezed out of the referral game. This means, for example, that traffic to news websites doesn’t come from other news websites, but through non-news channels like search engines and social media. While two years ago news sites still accounted for nine per cent of referral traffic, this share has virtually vanished into nothingness this year.

For publishers this doesn’t necessarily need to be a bad thing, as long as there’s enough incoming traffic from elsewhere. Being the final digital destination arguably is more important than being the trafficker. An all-inclusive online marketing strategy would have to consider social media and search engines foremost, and also look at aggregating sites.

Chart of the week publisher referrals ()

Read the data from Activate.

Download the chart here.

Source: Statista

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