[Datos / SparkToro ](https://youtu.be/Drk91_rpvXM?t=1606) Rand Fishkin Traffic referrers: - 75% comes from Google - 14% comes from social - 11% is everyone else But where do people spend their attention? - Search is ~10% - News is ~13% - Productivity ~20% - Social ~21% And they don't show up in analytics, so people don't invest. But Google is just a traffic cop; people see stories in the news or posts on social then search Google to be directed. Drop traffic as a KPI **Traffic down; revenue up** will be a "trend of next two years" Choosing channel investments based on referral data will make you Google's fool Find where your audience pays attention and market there. --- [[Rand Fishkin's Number One Piece of Advice for Marketers]]