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Diversify your traffic channels

Having a healthy distribution of traffic across different channels will ensure you are more resilient if one makes a change to how they circulate content.

Clicking on the blue “social” box will show you how your content is resonating across the Web’s biggest social platforms. Maybe you’re doing great on Facebook, but your Twitter referrals are stagnant; in that case, you should reconsider how you’re packaging your tweets and see if that yields improvements over time. (See how Twitter matters for news sites.) Not getting any traffic from Pinterest or LinkedIn? Invest some time promoting stories on those platforms and, using the “new” and “returning” visitor filters, see whether you’re reaching a new audience.

Unsure of whether your SEO strategy is working? Click on the yellow “search” box and track the referral data over time to see whether it’s yielding improvements.

Internal referrals are a magnifying glass into which stories keep readers on your site longer. Is this specific to particular posts or topics that can be curated for a richer experience? Driving social reach is not exclusive to social media managers. Find out more on how homepage editors can seed content for success on offsite in our authority report: The Rebirth of the Homepage.

Last updated: August 16, 2023