Over the years, however, some have asked “Just how long is the long tail?” and interestingly, in many cases, the answer appears to be “not that long at all.”
That appears to be the case when it comes to referral traffic if a study conducted by SEO firm Conductor is any indication.
Following up on a question raised by SEOmoz’s Rand Fishkin about whether or not there was a long tail of referral traffic, Conductor analyzed 31m referral visits across fifty B2C and B2B properties. The result?
Excluding search as a referral source, direct referrals accounted for 80% of all visits. With search included as a referral source, search represented 70% of all visits, with direct referrals, other search services and social sites accounting for the other 25%, 4% and 1%, respectively. On a domain basis, the top 10% of domains were seen to drive 91% of the traffic.