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What is Web Traffic and Where Does it Come from?

For business owners and marketing professionals that are just getting started online, the journey into the digital world can feel like you’re learning a new language. There are countless terms and acronyms to discover, from PPC to AdWords, and it’s easy to get overwhelmed. One of the most common words that appear in the marketing industry is traffic.

This is a phrase that marketing professionals use to refer to the amount of people that end up on your website, landing page, or anywhere else you’re trying to send them. Although the word traffic isn’t confusing in itself, it’s worth noting that there are a lot of different kinds of traffic sources. Knowing exactly what kind of attention you should be trying to generate for your business is the first step to building a successful marketing campaign.

The Different Kinds of Web Traffic

For a while, marketing experts used to differentiate the properties of website visitors by simply dividing them into two different segments: direct and indirect. The direct visitors to your website are made up of people who are entering your URL straight into their browser. On the other hand, indirect visitors are people who find your company elsewhere. Here are some of the most common sources of potential leads on the web:

  • Organic: This refers to the kind of people who find your website when they’re searching for a keyword or term on a search engine like Google. With SEO from Granwehr.com, you can gain organic attention, by earning your place at the top of the search results for a specific phrase.
  • Paid search: Earning a good position for a specific term or phrase takes a lot of time and effort. Some people try to get ahead of the curve by paying for the attention that they get. With paid search, or PPC, you pay to appear as an ad at the top of the search results.
  • Referral traffic: This is the kind of visitor that appears on your website after being sent there by someone else. The person who does the referring could be an influencer or an affiliate on the web, someone on social media, or anyone else you can think of.
  • Social: If someone comes to your website straight from a button or ad on social media channels like Facebook or Instagram, we’d refer to that visit as social. You can create paid or organic advertising campaigns to improve your social media results.

Which is the Best Kind of Traffic?

This is a difficult question to answer, because anyone who visits your website has the potential to deliver a lot of value. Determining the quality of a lead based on where they come from means understanding the intent of everyone who lands on your website. For instance, a referral may be more likely to buy someone than a person who’s clicking on your site’s URL after searching for an answer to a question on Google. The only way to find the right kind of visitor for your company is to do your research and experiment with different ways to boost your number of potential leads.

BIZCATALYST 360°
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