{"id":3819,"date":"2018-09-25T14:12:33","date_gmt":"2018-09-25T21:12:33","guid":{"rendered":"https:\/\/sparktoro.com\/blog\/?p=3819"},"modified":"2018-09-26T09:39:10","modified_gmt":"2018-09-26T16:39:10","slug":"the-powerhouses-of-the-internet-are-turning-hostile-to-websites","status":"publish","type":"post","link":"https:\/\/sparktoro.com\/blog\/the-powerhouses-of-the-internet-are-turning-hostile-to-websites\/","title":{"rendered":"The Powerhouses of the Internet Are Turning Hostile to Websites"},"content":{"rendered":"<p>Perhaps this was inevitable. In a system that encourages monopolies, and demands those monopolies increase growth rate and extract ever more revenue (sans caveats or exceptions), we probably shouldn&#8217;t be surprised. But, we should be prepared.<\/p>\n<ul>\n<li>Google is <a href=\"https:\/\/sparktoro.com\/blog\/the-future-of-seo-has-never-been-clearer-nor-more-ignored\/\">referring less outgoing traffic<\/a> to websites for the first time in its 17 year history (at least in the US, where its SERP features are most prevalent).<\/li>\n<li>Facebook&#8217;s organic reach has <a href=\"https:\/\/bonseyjaden.com\/truth-facebook-organic-reach-2018\/\">dropped to a pittance<\/a> of its original promise (remember when 2% reach seemed awful in 2013? Now <a href=\"https:\/\/www.kunocreative.com\/blog\/facebook-reach-in-2018\">many brands would be thrilled<\/a> with 2%), making the irony of businesses who encouraged their customers to &#8220;follow us on Facebook!&#8221; all the more stark.<\/li>\n<li>Reddit <a href=\"https:\/\/www.adweek.com\/digital\/reddit-referral-traffic-decline-data\/\">has made<\/a> outlinking the exception rather than the rule.<\/li>\n<li>Instagram, which never allowed outlinking (save in profiles) has become so prevalent, there&#8217;s <a href=\"https:\/\/stratechery.com\/2018\/instagrams-ceo\/\">concerns<\/a> about whether it should have been allowed to sell to Facebook.<\/li>\n<li>Amazon is dominating the online retail landscape and <a href=\"https:\/\/digiday.com\/marketing\/amazon-ad-revenue-2-2b-132-percent\/\">encouraging<\/a> ever more web players to simply sell via its platform (and buy ads in Amazon&#8217;s own product searches) rather than try to compete against the e-commerce giant for traffic.<\/li>\n<li>In their post on <a href=\"https:\/\/www.blog.google\/products\/search\/improving-search-next-20-years\/\">Improving Search for the Next 20 Years<\/a>, Google promises (implicitly, not overtly) to do more to answer people&#8217;s searches in their results (vs. sending them to other websites), to predict your needs before you have them (so you don&#8217;t even need to search), and to solve more queries with visual content (with the implication that no traffic nor credit be given to the creator).<\/li>\n<li>Apple News is driving loads of engagement for publishers, but <a href=\"https:\/\/slate.com\/technology\/2018\/09\/apple-news-media-slate-ad-sales-no-money.html\">keeps users inside the Apple News app<\/a> by limiting outlinking<\/li>\n<li>LinkedIn, starting last year, is <a href=\"https:\/\/marginallycoherent.com\/the-link-is-in-the-first-comment-oh-what-a-mess-linkedin-1b015df27229\">favoring posts without links.<\/a><\/li>\n<li>YouTube has done a clever job of hiding links that appear below videos in the descriptions, often truncating video publishers&#8217; descriptions to just before the link would appear.<\/li>\n<li>It&#8217;s my <a href=\"https:\/\/twitter.com\/randfish\/status\/1044678952726528001\">guess<\/a> that Twitter is doing something similar to LinkedIn and biasing to give more prominence to tweets that don&#8217;t contain URLs. Tweets without URLs definitely correlate to more engagement+amplification (but this could be a result of user behavior, not intentional network design)<\/li>\n<\/ul>\n<p>In the last five years, there has not been a single major website or dominant web property that has embraced, rewarded, or significantly grown their outlinking. We&#8217;ve reached an era of a less-connected web, a web focused on retaining users rather than sharing content. The blogosphere still holds on, clinging to its noble practices of sharing what&#8217;s share-worthy. And a few sites like <a href=\"https:\/\/news.ycombinator.com\">Hacker News<\/a>, <a href=\"https:\/\/techmeme.com\">Techmeme<\/a>, <a href=\"https:\/\/memeorandum.com\">Memeorandum<\/a>, and <a href=\"https:\/\/sparktoro.com\/trending\">SparkToro Trending<\/a>, still prioritize and benefit from aggregation and sharing. But with the rise of voice answers and branded devices (Google Home, Alexa, etc), the future of referral traffic looks grim.<\/p>\n<p>Below is a visual I created based on <a href=\"https:\/\/jumpshot.com\">Jumpshot&#8217;s<\/a> February 2018 data. It shows percentages for each referrer, but does not show the overall numbers of referrals sent (or, better yet, number of referrals per visit\/visitor). However, we have plenty of data (including Google&#8217;s drop in outgoing traffic starting in Fall 2017) to suggest this direction.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-3824\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2018\/09\/top-referrers-2018-1024x576.png\" alt=\"\" width=\"640\" height=\"360\" srcset=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2018\/09\/top-referrers-2018-1024x576.png 1024w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2018\/09\/top-referrers-2018-300x169.png 300w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2018\/09\/top-referrers-2018-768x432.png 768w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2018\/09\/top-referrers-2018.png 1280w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>The question for marketers and businesses of all kinds is: <strong>How should we respond?<\/strong><\/p>\n<p>In my opinion, there&#8217;s a few ways to play this:<\/p>\n<ul>\n<li>A) Embrace the monopolies of the web and build our brands on their platforms<\/li>\n<li>B) Reject the large platforms and build exclusively to favor direct visitors to our websites<\/li>\n<li>C) Use the big platforms to as traffic referral sources, accepting the lower and lower reach over time, while centering conversion and visitor value on our own sites<\/li>\n<li>D) Build multiple kinds of content and experiences for other platforms and our own websites, favoring off-site content for reach+branding and on-site content for customer captures and conversions<\/li>\n<\/ul>\n<p>None of these are silver bullets, and I can see embracing any of these four being a reasonable choice depending on your business, field, and customer habits. A local yoga studio might choose to embrace Google Maps and simply build entirely on their platform (it&#8217;s risky, but plausible). A chemical engineering consultancy might entirely reject the big platforms and do all their marketing exclusively on their own website (with a budget for paid promotion in a few other channels). A publisher could continue to leverage the platforms&#8217; declining reach while trying to bolster subscriptions or other loyalty-inducing offers and features.<\/p>\n<p>None of these are entirely wrong. The only truly poor choice, in my experience, is failing to recognize this shift and choosing not to make an intentional, strategic decision.<\/p>\n<p>p.s. Below is a more complete chart of the traffic referrer data I received from Jumpshot for February 2018. In the months ahead, this will be updated again and I&#8217;ll be able to show more of a trend.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-3825\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2018\/09\/referrers-2018-full-1024x576.png\" alt=\"\" width=\"640\" height=\"360\" srcset=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2018\/09\/referrers-2018-full-1024x576.png 1024w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2018\/09\/referrers-2018-full-300x169.png 300w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2018\/09\/referrers-2018-full-768x432.png 768w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2018\/09\/referrers-2018-full.png 1280w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Perhaps this was inevitable. In a system that encourages monopolies, and demands those monopolies increase growth rate and extract ever more revenue (sans caveats or exceptions), we probably shouldn&#8217;t be surprised. But, we should be prepared. Google is referring less outgoing traffic to websites for the first time in its 17 year history (at least<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3819","post","type-post","status-publish","format-standard","hentry","category-startups"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Powerhouses of the Internet Are Turning Hostile to Websites - SparkToro<\/title>\n<meta name=\"description\" content=\"Perhaps this was inevitable. In a system that encourages monopolies, and demands those monopolies increase growth rate and extract ever more revenue (sans\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sparktoro.com\/blog\/the-powerhouses-of-the-internet-are-turning-hostile-to-websites\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Powerhouses of the Internet Are Turning Hostile to Websites - SparkToro\" \/>\n<meta property=\"og:description\" content=\"Perhaps this was inevitable. 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