How to drive traffic from Facebook

Moz Analytics Driving Facebook Traffic

The search engine optimization site MOZ.com recently ran an excellent webinar (see link below) on how to drive traffic to your website from Facebook. If you don’t fancy sitting through a 15 minute video, here’s the highlights in a nutshell. We thought they were pretty useful:

Key Facebook statistics

  • Facebook is generating around 24% of all the referred traffic to a subset of websites using the Shareaholic sharing plugin (July 2014)
  • Across 87 major web publishing sites, social media was generating around 16% of all traffic while search and direct were responsible for about 41% and 43% respectively. (Define Media Group, Feb 2014)
  • Worldwide, Facebook drives about 80% of all social media referrals, but only 68% in the USA (Statcounter, Jan 2015)
  • Facebook’s traffic tends to perform poorly compared to search or direct traffic, but better than Twitter referrals (and social traffic often returns via other channels later)

Rough estimates of traffic potential

  • There are about 6 Billion searches undertaken every day on Google, driving about 1.5 to 3 visits per search
  • Facebook, by comparison, has about 890 million active users every day, each of which is clicking on 2-4 embedded links in posts
  • Google generates about 9-18 Billion referrals per day
  • Facebook generates about 1.8-3.6 Billion referrals per day

10 Tips for Facebook traffic optimization

  1. Make sure Facebook audience usage matches your website content and goals – ie, don’t post about football if your website is about music.
  2. Learn what works in your topics on Facebook (sites like Buzz Sumo will tell you which topics do best on Facebook)
  3. Set up your Google Analytics to track future visits from an initial social referral (Chris Mikula’s post) so you can see the full value of these clicks
  4. Headlines often matter more than content in getting the initial click from Facebook (though Facebook says they’re working on updating that)
  5. Visuals tend to out-perform non-visual content – if you have great visuals in your posts, people are more likely to share and click
  6. Timing matters, but not as much as it did before – it’s not so much an issue now if you post good content outside your timezone’s “peak” hours
  7. Percentage of audience seeing the post who interact with the post (like, share, reading, clicking more, etc) is the biggest driver for post visibility
  8. Brand page reach is limited; people less so – Facebook has reduced brand page reach, which leaves more room for individual posts to get visibility
  9. If your traffic from Facebook has good ROI, you should be prepared to pay for more of it – just the same as you would with Google Ads
  10. Facebook is very hard to “game” with direct signals (e.g. getting friends to share/like), but much easier to “game” with human psychology (getting people excited)

If you would like to see the full video, we’ve included it below – hope this works and you don’t need a MOZ login to view it. Great insights.

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