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Data Snack

Site Traffic Down? It’s Not Just You.

September 6, 2022
August 24, 2021
Kelsey Donk

Big sites saw YoY shrinkage in mid-2021 — and meanwhile, some small sites saw traffic dips so big, it put their traffic behind where it was in 2019. Why?

Table of Contents

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Do you ever feel like the past 1.5 years were a fever dream? One day, we might wake up in 2019 again…  

Some publishers already have, but not in a good way.

According to a data analysis by Parsely and Digiday, some publishers’ traffic has fallen to levels they haven’t seen since 2019.

Source: Digiday

Parsely analyzed traffic to sites like Bloomberg, Apartment Therapy, and Medium to get this data — but it’s also relevant to any company pursuing a content strategy.

Traffic trends by the numbers

📉  Overall publisher traffic is down 10% YoY.

📈  Big sites are seeing more traffic this year than in 2019 — especially direct traffic, up 79% from 2019 levels. 

📉  Small sites are seeing 27% less traffic than in 2019, and lost 30%+ of their social media referral traffic. The biggest drop? Facebook traffic.

Our takeaway?

Social media platforms — especially Facebook — seem to favor the biggest publishers.

But it’s not all bad news for scrappy content teams: newsletter subscriptions are on the uptick, Digiday reports.

Kelsey Donk
about the author

Kelsey Donk is a writer at MarketerHire. Before joining MarketerHire full-time, Kelsey was a freelance writer and loved working with small businesses to level up their content. When she isn't writing, Kelsey can be found gardening or walking her dogs all around Minneapolis.

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