Any SEO-optimizer knows that the traffic to the site from different sources is heterogeneous, and its quality can be different. There are attendance counters, the data from which is certainly important for analyzing statistics. However, it should be understood that the total number of site visitors in itself is not everything. Sometimes one visit brings more benefits than 20 people who came to the resource and immediately left it.
What are the sources of attracting visitors to the web-site, and from which of them visitors are most useful in terms of conversion and efficiency.
The main sources of site traffic are as follows:
This is the main source of attracting the highest quality and target audience. At the same time, the conversion rates for high-frequency and low-frequency search queries for the same website may be different. It is important to pay attention to both. High-frequency queries are usually used to promote the main page of the site (or one of the leading ones). Their further actions depend on how attractive and useful it will be for those who come to the resource. For medium - and low-frequency queries (for example, for online stores), pages of categories/product cards are promoted.
It means visitors who, as a rule, have already visited the pages of a web-project. They repeatedly find it by the name entered in the search bar, or click on the bookmarks they have made. This is a very high-quality influx of visitors. Judge for yourself: if the link to the site is placed in favorites, it means that it is interesting and in demand, and the user wants to return to it again. However, direct traffic is limited. In order for someone to want to return to the website again, it is necessary to keep their attention: regularly post interesting content, make favorable offers on the sale of goods at a discount, conduct quizzes.
Visitors who came from external links from other resources are an unstable audience. So, if the link mass was built up with the help of special programs by "running" through catalogs, forums or bulletin boards, then you should not wait for the influx of targeted visitors. In addition, search engines can apply all sorts of sanctions and filters to web-sites that use "gray" optimization methods (for example, a forced downgrade in search results or even a "ban"). If most of the external links are placed on trust sites, then the internet-traffic will be of high quality.
Contextual advertising - is a powerful engine of trading on the Internet. The quality of advertising traffic is high, but the cost is also considerable, especially for niches with great competition. However, if the web-project is "young", then the use of contextual and banner advertising is the only way to attract visitors to the site and get the first sales of goods/services, since seo-methods do not begin to bear fruit immediately.
Traffic from social networks
Visitors from social networks give a very diverse quality of internet-traffic. If you managed to "hook" the audience, offer a unique product or service, make a beautiful offer and then the return here can be quite high. Low-quality methods of attracting visitors from social communication networks include "spam". Perhaps there will be a temporary effect, but if you look a little ahead, then why waste time/money and attract to the site those who are not initially interested in the proposed product.
Traffic evaluation criteria
There are quite a lot of sources of attracting visitors to the site, and each of them should be evaluated, at least, according to the following main criteria:
• Influence on behavioral factors (viewing depth, total stay time, bounce rate).
• Participation in the "life" of the web-project (subscribing to the newsletter, writing comments, signing up for webinars).
• Conversion (turning visitors into active buyers of goods/services).
Here is an approximate assessment of the quality of different types of site traffic. For a more detailed analysis of the situation, it is necessary to monitor the effectiveness. This is especially true for the use of contextual advertising. For example, you can calculate its payback, taking into account the cost per click and conversions. If the expenses do not justify themselves, then it is worth considering: are the advertisements correctly compiled, do they "catch"? How are the page designed and the speed of its loading, which is accessed by "clicking" on an advertising link, is there exactly the information that the user is looking for?
If everything is fine with this, but the cost of a click is very high (the influence of great competition, a regional factor (for example, Moscow)), then it will be better to focus on other methods of site promotion: search engine optimization, promotion in social networks, advertising on paper.