Search Vs Social

Back in 2008 and 2009, probably because of our investment in Twitter, I was obsessed with looking at acquisition traffic from search and social and comparing the two. Here’s an example of a post I wrote at that time looking at the two channels and comparing them.

At some point, I became convinced that websites would eventually see more acquisition traffic coming from social than they were seeing from search, which was the king dog of Internet traffic at the time. It was a hotly debated issue but, again maybe because of how long we were on Twitter, I was convinced social would be king some day.

I stopped obsessing about that issue sometime around 2010 and moved on to mobile as the thing I thought about and wrote about the most.

But today, when I was looking to see if the traffic to AVC had declined a lot while I have been away and blogging about all sorts of non work stuff (it hasn’t), I saw this chart of year to date acquisition traffic to AVC.

acquisition channels

Social, and for AVC that means Twitter and Disqus, brings 23% of the visits to AVC. Search brings less than 20%. And it’s been that way for a long time now. Well over three years.

It’s kind of funny to think that we wondered and debated about such things back in 2008 and 2009. It’s not a debate any more and its not something to wonder about. It’s reality now.