Though it’s difficult to imagine a company ever rivalling the reigning champion and undisputed king of the internet, all that may be about to change.
Paving the Way for Competition
Google’s “Mobilegeddon” algorithm change that went ahead on April 21st created more than a few opportunities for its social media counterparts and Facebook was more than happy to take advantage of the situation.
Search returns via the option seem to be sorted by relevancy, though recently published and popular articles that have attracted a high degree of audience engagement or have gone viral are given preference in the index of over 1 trillion posts.
Mobile Ad Revenue Tops Expectations
While the technology is still in beta and limited to a small U.S. test group, the past 12 months have indicated that such a change was bound to occur. According to Bloomberg, Facebook posted profit topping estimates — $2.91 billion and a 61 percent increase over the previous year — in the second quarter of 2014.
Now that the two giants have taken significant market share away from their competition, they stand as conquerors and almost as equals considering the fact that Google pulled in $4.76 billionin net revenue during the last quarter of 2014.
Referral Traffic Edges Out Search Returns
There is a marked difference in the way that each company chooses to operate. Google’s efforts have always been geared towards allowing individual users access to the information they want while Facebook has prioritized the practice and proliferation of social sharing.
According to AdWeek, the social media platform delivered almost 25 percent of all social clicks and this has galvanized the online publishing industry as more and more content creators push their work into the channel.
Features of Facebook’s “Add a Link”
As Facebook derives a large part of its revenue from mobile advertising, the new search tool has been tailored to display news items and popular stories natively. If one report from the Wall Street Journal is to be believed, Facebook could offer 100 percent of ad revenue to creators if they sell the items advertised in this way.
The fact that this is happening only weeks after the rollout of Mobilegeddon shows that Facebook may be outthinking and outpacing its biggest rival. But with no public release date in sight, it’s difficult to see what actual impact this will have.
Facebook’s Projected Direction
There’s no doubt that Facebook has become a spectacular platform for businesses, advertisers and users and so the question is, “Will Facebook become more like Google in the very near future?”
With that kind of demographic, Facebook needs to keep the information circulating its network of pages both relevant and interesting. When 75 percent of engagement occurs within the first five hours, timing is everything and Facebook’s new strategy seems to be well aware of that fact.
A New Paradigm in SEO
In all likelihood the most dramatic changes people are going to see are fundamental alterations to the way SEO works. As something that has been inextricably tied to Google and a first page ranking, the company would do well to run a few damage control protocols.