For the second time in less than a year Facebook has beaten Google to become the leading source of referral traffic for news websites during the months of June and July.
According to content analytics platform Parse.ly, Facebook extended its lead over Google by 3 percentage points during the period, 38.2 percent to 35.2 percent.
Parse.ly has aggregated the data from 400 of its clients, which isn’t a lot, but do include big names like Fox News, Telegraph Media Group, Mashable who represent the overall publishing market.
It isn’t clear yet whether Facebook’s lead will stick, but several publishers are placing increasing focus on social channels to drive traffic, which is why the shift is so important.
Moreover, the general consensus is that Facebook referral traffic isn’t done growing. Twitter, which is the favourite social channel for many publishers is apparently quite distant in the share of referral traffic.