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Google and Facebook dominate referral traffic to all types of online content but the proportion of visits driven by each varies significantly by topic, according to recent research from Parse.ly.

The report was based on an analysis conducted in April and May 2018 of 8 billion pageviews for 1 million articles on thousands of sites. The researchers used natural language processing to classify the content into 23 topic categories.

Some 75% of all external traffic to the content examined came from Google and Facebook.

Overall referral traffic has shifted somewhat from Facebook to Google over the past year, likely because of algorithm changes made by the social network.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji