Are publishers overselling social traffic at the expense of search?

Following Joshua Benton’s column on the rise of content designed for social sharing, Benton shares an exchange with Search Engine Land’s Danny Sullivan, who disagreed on some aspects. Sullivan describes differences between readers who come to content via search (“What the hell just happened!”) and via social (“I’m bored”), as well as the problems with thinking that writing for one is “newer” or “better” than the other. Instead, they go hand in hand, and you have to use both.

  1. Earlier: Despite buzz over social referrals, search engines are still dominant source for most publishers