Facebook's News Feed tweak could add another ding to mobile site traffic

The changes, which focus on 'balancing content,' could mean that publishers and marketers will see diminished referral traffic going forward.

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The casualties from today's Mobilegeddon could turn out worse than expected, as Facebook on Tuesday announced the latest changes to how content is aggregated on News Feed.

The social network said in a blog post that the new algorithm will prioritize content on News Feed to help users see more of the posts they care about. Facebook has determined that most of its users prefer to see more personal posts from their friends, like pictures, status updates and videos.

What users do not want to see are a bunch of posts telling them certain pages their friends have liked, or other posts that they have commented on.

To that end, Facebook says it is working to ensure that content from close friends appears higher up in the feed, while posts from business pages get pushed further down. That means publishers and marketers that have relied on Facebook referral clicks could see diminished traffic going forward.

Facebook, however, managed to explain around whether the changes will have a significant impact on page traffic:

The impact of these changes on your page's distribution will vary considerably depending on the composition of your audience and your posting activity. In some cases, post reach and referral traffic could potentially decline. Overall, pages should continue to post things that your audience finds meaningful and continue using our Page post best practices.

The timing of the News Feed changes comes on an already tough day for the CMO set, when search giant Google made changes to its algorithm to favor sites that are mobile friendly.

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