The highly desired website traffic - for the most part, all you’ve known until now is that you want it, and lots of it to increase your chances of converting a website visitor into a lead for your business. But now that you know you want to increase the number of visitors each day, you probably see that there’s a difference between the types of traffic you can receive - it’s either organic or direct. When you identify what kind of traffic you are receiving more of, it can help you optimize your content more appropriately to your target audience or the type of traffic you want to win.
"What Exactly is Direct Traffic?"
Direct traffic is the traffic you receive when no other website URL is referring the visitor. For example, direct traffic for us would be when someone who types in “www.manobyte.com/blog” directly into the web address area of the browser. Direct traffic is usually a manual entry of the website URL or a previously bookmarked page. Keep in mind with direct traffic, a lot of it can be the result of your current employees going to the site to make changes or view information about your products or services and other work-related items. To prevent these inflated traffic stats, extract the IP address of your company from the website management system (like HubSpot) you are using to ensure the most accurate information.
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"Okay, Now Tell Me About Organic Traffic."
Here’s the traffic most marketing gurus are on a constant prowl for, the kind that comes from things like search engine results or a non-paid social media post. Organic traffic works with your Search Engine Optimization (SEO) efforts, so if you are ranking on search engines for competitive, industry-related keywords, your organic traffic numbers should increase. You can see these steady increases continue by consistently publishing new content like blogs on your site. A savvy marketer will always be checking relevant keyword ranking to determine what new opportunities are available. The ideal keywords are those that have a high search volume but a difficulty score under 60. If you have HubSpot, you can manage these keywords under the “Reports” tab on your marketing dashboard. The more quality content you create with these keywords included (don’t start word stuffing your blog posts though, I said QUALITY content) the higher you should rank and the more organic traffic you should receive.
These actions are commonly known as PPC or Pay Per Click. Paid search typically results in the highest quality lead because the visitor was motivated enough by the ad to click on it because there is some form of urgency they have to solve a problem. However, that’s not to diminish the importance of organic or direct traffic and leveraging each type accordingly with your personas and your overall marketing strategies. Let's be real - no one wants to see a site leveraged only by paid advertising - that feels super salesy and may alienate some of your audience.
"How Can I Benefit From Each?"
You are off to a great start just by reading through this blog post! Knowing the nitty gritty of your various types and sources of website traffic is essential in helping to optimize your site to meet the needs of your various visitors. Always keep in mind that your website guests will be of varying quality depending on the original source. A combination of tactics to increase all three forms is likely to produce the highest amount of traffic.