I do have websites with traffic based on social media, others based on search engines and others combined. I have been doing a lot of research and comparisons between all of them. Of course it’s hard because of the niches, but I do have some that are on the same niche that are some based on search engines and some on social media.

I will try to point the advantages and disadvantages of both traffic sources, so we figure what’s the best option. Of course all traffic is good, more or less, but let’s see what should we concentrate more on.

1. Quantity

• Social media traffic is much more easier to get and stumble can bring thousands of visitors from only a few votes on one page. Also a Digg front page is not so hard to reach, if you write quality content and it can bring tens of thousands of visitors. You only need to build strong profiles on social networks and the traffic will come, if you respect the quality guidelines.
• Search engine traffic is usually less favorable to be compared with social media, because you need to have a very well optimized website, with many quality inbound links. The content also must be good, as in social media’s case, but you also need to write it seo-friendly. Also the website needs to be old and established, with many pages and the inbound links need to come on a constant basis.
• Conclusion: Social media can bring more, easy traffic than search engines.

2. Quality

• The visitor that comes from social media usually doesn’t know what he will find on your page, especially on StumbleUpon, so the conversion is really low, because he might not like your page and close it. Also social media users are looking for news, entertainment and don’t intend to buy anything, so it’s hard to convert them into clients. All stats show that the CTR generated from social media is much lower than search engines.
• Search engine visitors are very targeted and the chance to find on your website what they are looking for is higher. The chance for those visitors to buy your product or click your ads is much higher, so monetization chances and possibilities are better.
• Conclusion: Social media doesn’t offer quality traffic and isn’t relevant, search engine traffic is better.

3. Monetization

• There aren’t many ways you can monetize social media traffic as well as search engine traffic. Due to the quantity, the better option is to use CPM ads, that pay for every impression and not for click, sale or lead.
• Search engine traffic can be monetized in a lot of ways. If you have a website targeted on products, like a review blog, you can easily place affiliate ads and get a sale commission. Also chances for the user to click on the CPC ads are much higher.
• Conclusion: social media traffic has more limited monetization options, only working good with CPM ads, while search engine traffic being better on CPC and CPA ads, that pay more.

So search engines bring visitors really interested in your website, while social networks bring visitors that will read a bit and then leave. But you have to use social media, because all traffic can be monetized in one way or another and you have to waste nothing. One more advantage of social media is you get your website noticed and this can bring readers and a lot of inbound links, that will help search engine traffic.