Using this data can help you identify additional “buyer” keywords to target and what keywords to stop targeting. Keyword research, content marketing, and link building are things that you need to constantly be doing, even when you reach the top of the search rankings. Many businesses think that they can slow down these efforts once they reach the top, but easing up on your SEO strategy will see your competition take over the top position if you are not continually improving your search engine optimization effort.
Beyond organic and direct traffic, you must understand the difference between all of your traffic sources and how traffic is classified. Most web analytics platforms, like Google Analytics, utilize an algorithm and flow chart based on the referring website or parameters set within the URL that determine the source of traffic. Here is a breakdown of all sources:
The strength of your link profile isn’t solely determined by how many sites link back to you – it can also be affected by your internal linking structure. When creating and publishing content, be sure to keep an eye out for opportunities for internal links. This not only helps with SEO, but also results in a better, more useful experience for the user – the cornerstone of increasing traffic to your website.
This is a simple but time-consuming process and an example of off-site SEO. Once you have written the type of content that makes you proud, and you publish it, it’s not going to get read by itself. You need to spend a lot of energy in promoting it. Fortunately, there are some tools that help you automate some of these tasks, but you still need to put in some time into it.
To sum up all of this information, even organic traffic, like direct traffic, has some gray areas. For the most part, though, organic traffic is driven by SEO. The better you are ranking for competitive keywords, the more organic traffic will result. Websites that consistently create content optimized for search will see a steady increase in organic search traffic and improved positioning in the search results. As a marketer, it is important to look at your keywords and high-ranking pages to identify new SEO opportunities each month.
In my experience, content has impacted SEO and organic traffic more than pretty much any other one element (assuming you have a reasonably clean, fast, structurally sound site). That’s not to say things like sitemaps and link building aren’t important. They are, 100%. But, if you’re really trying to increase organic traffic dramatically, improving and creating content will be your best bet because it's essentially what your site is made up of. Plus, great content can help you earn links and boost your traffic in other ways so it’s what you should start with anyway.
Mobile traffic: In the Groupon experiment mentioned above, Groupon found that both browser and device matter in web analytics’ ability to track organic traffic. Although desktops using common browsers saw a smaller impact from the test (10-20 percent), mobile devices saw a 50 percent drop in direct traffic when the site was de-indexed. In short, as mobile users grow, we are likely to see direct traffic rise even more from organic search traffic.
Monster-Traffic is another traffic exchange, though it’s initially a little off-putting due to the 1995-style website. It’s a free for all styled advertising list, where anyone signing up becomes part of the audience and an advertiser at the same time. You sign up and you can enter a link into their system, and that link is added to a roster that is send out to every member of the group. Additionally, registration allows a free solo ad; an ad that isn’t drowned out by other advertisers in that mailer.