Hitwise Reports News and Media’s Share of Search-Referred Traffic Declining

According to data released by Hitwise a few days ago News & Media is one of the few categories showing a YoY decline in share of search-referred traffic:

Hitwise Share of Search-Referred Traffic by Industry April 2009

Fortunately the majority of sites we work with in this category are bucking the trend, as most are seeing strong improvements in YoY search engine referral traffic thus far this year.

It’s also worth noting that a lot of major publishers still get a huge portion of their traffic from direct navigation. So total natural search engine referral traffic is a more important measuring stick than what percentage of site traffic comes from natural search.

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