When you’re busy at your computer, or even just taking some downtime and cruising around on Facebook connecting with your friends and family, have you ever wondered how the one of the two largest online properties continue to operate? They offer their services for free access, and you don’t even need to sign up to use it, at least in Googles case. If you’ve found that when you think about it, you really don’t know where their money comes from, you’re not alone.
In a survey conducted in August of last year it turns out that just over a third of internet users out there believe that search engines sell their data to marketers. Another third thought that maybe other companies pay annual dues to use those websites and even 20% of respondents thought that the sites offered premium features. While Google is somewhat transparent about how they make their dough, adwords and ad placements via adsense, Facebook is still working on fleshing out a clear revenue model. They have ads that are on every sidebar and profile page on the site, but with metrics showing that interaction on those ads being rather low, and with costs still high, it hadn’t fleshed out as reliable as of yet. At least in Googles court they’re not selling your information to marketers, still haven’t seen a clear answer from the Facebook side of the web however.
It’s been a number of years now, I think most who work full time on the web have stopped counting, but Google is the dominant force in the search world. Globally rocking somewhere around an 80% share with desktop users and where mobile is concerned, there really isn’t anyone else in the game. It’s no wonder that with the way the last year has gone with Panda/Penguin updates that some businesses have found themselves floundering, as it looks like they put all of their eggs into one, big, Google basket. Most analytic software can tell you where your traffic came from, whether it be Google, Bing, Facebook, or even from a referral link of sorts from a community driven site like Reddit. Using that information you can build a chart of sorts to get an idea of where your traffic is coming from. It’s likely you’ll find that a high percentage of your traffic, 65% and up does indeed come from Google, but if it starts getting higher than that you need to take a look at your website, and about diversifying your online position. In an ideal world, you’ll be getting almost an equal share of traffic from different sites, with Google making up the largest portion of the pie, say 50% or so, and the rest from other online sources. Because just like those who found themselves at the mercy of Panda and Penguin, if you’re relying too heavily on Google traffic, you’ll be in the dumps if you break any rules.