Google was the main source of referral traffic for web publishers, as Facebook displaced google. But now, Google again has beaten Facebook to become the main source for publishing external pages. By increasing traffic to publishers, Google’s (GOOG, GOOGL) has brought back the traffic lost on Facebook.
Further, most of the publishers have been signing up for the Google publishing format launched in 2015 known as Accelerated Mobile Pages (AMP). Accelerated Mobile Pages is an open source website publishing technology that allows a publisher to load instantly on mobile and designed to improve the performance of web content and advertisements.
Over 31 million domains have adopted AMP as per Google, and publishers who have adopted this are earning three times more ad revenue per day from the ads delivered by Google’s ad network. In addition, Facebook has made some changes to its news feed algorithm, so as to promote the contents more favorably.
In recent study have found that above 80% viewers are disappointed with the experience of browsing Web on mobile devices and would use this only if there is an improvement in the browsing experience. People prefer fast loading sites and want the answers to the questions as fast as possible. The mobile sites should be fast and relevant to keep people engaged, that can drive more traffic to websites.
However, Google had sent 466 million more page views to publishers, and the result was nearly 40 percent pageview belonged to AMP and from smartphones, While, Facebook sent less than 200 million. As per Parse. Ly. Facebook sent 25 percent of traffic to publishers whereas Google increased its traffic by 17 percent.
Meanwhile, Google and Facebook have their own unique algorithms for increasing the traffic. Google has its top three ranking factors such as quality content, inbound links, and Rank brain. Whereas, Facebook, comes with few types of content that earn great visibility such as timely post, live video and quick loading of the pages. In addition, Google has its own way of increasing the traffic, Google AdWords ads are displayed on search result pages, users who are actively searching for keywords and phrases that can nearly match the requirement.