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PageLever Study: Google Contributes 27% Of Referral Traffic To Facebook Fan Pages

PageLever, an analytics tool for Facebook, showed that search engines are major traffic drivers for Facebook pages, making up 34% of all external referrals. Google was the leading search engine sending 27.57% of all external traffic to pages.

This study benchmarked 1000 pages, with a minimum of 10,000 fans each to see how much traffic actually came to them from Google, Bing, Yahoo, and YouTube.

Surprisingly, Yahoo! is sending Facebook pages more traffic than Bing. Google also sends more than 10x of the traffic than Bing.

PageLever derived this data from Facebook by analyzing the top external traffic referrers from the Facebook API across a six month time-span (Jan-June) in 2011.

Here are the full stats per PageLever’s blog post:

  1. “Google sends close to 1/3 of the external referrer traffic for these pages-far more than I expected.
  2. Google sends 10x more traffic than Bing-rather surprising since Bing has a offical partnership with Facebook, I would have expected the disparity between them to be lower.
  3. Yahoo sends more traffic than Bing.
  4. Optimizing for SEO really paid off for several of these Fan Pages.
    Notice that the median values were significantly lower than the averages. There’s a small group of pages that are getting such a large percentage of their traffic from search engines that it’s raising the average for the entire sample.
  5. YouTube is a key source of traffic for just a few pages-note the high average but extremely low median.
  6. Some of these pages are getting pretty much zero traffic from search engines.
    The standard deviations are quite large, implying that there’s a lot of variance between the different fan pages,” “>revealed PageLever.

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