Before engaging in promoting the site, the professional web studio starts to analyze the indicators of its work, which first of all depend on attendance. The main purpose of the web resource promotion is the engagement of the target audience, which is guaranteed to raise the profitability and efficiency of the company. To achieve this goal, it is needed to realize where new users can face the product or service about which they know nothing. Therefore, it is important for a specialist, who is involved in promotion, to understand what the source of traffic is, how much of it can be in promotion and which of them are most effective.
This definition includes all third-party sites, search engines, advertisements, social networking sites, platforms and other channels, from which the target audience may come according to the links. For the convenience of analysis, all this variety has been divided into several categories.
Organic traffic source
It is one of the largest channels on the Internet, which unites users who have come from the links from the search engines result. Googlebot visits sites daily, examines their structure and content and after that it determines the utility level of each. Ranking is held depending on it, i.e. distribution of web resource positions in search engines result according to the certain requests.
If it manages to get into the TOP-3 – this is a huge achievement, since about 75% of users chose one of the first three lines of their request that are located at the top of the list. In order that the organic sources of traffic directs the sufficient flow of visitors on the site, the SEO experts carry out a number of measures:
competent filling of meta tags, first of all the title, description;
implementing of FAQ sections giving short responses to popular requests;
SEO promotion due to creating textual content keys optimized on certain keys.
These are not free traffic sources that suppose placement on the ad networks. They are called contextual advertising and are located at the top of the page of search engines results immediately under the search bar or at the very bottom after all results. Payment for such search engines service depends on the request popularity, according to which the advertisement will be displayed as well as from the location of its placement on the page. The final price of the advertising campaign depends on the number of clicks and users’ moves. There is a Google Adwords platform to order contextual advertising in Google.
Paid sources of site traffic are characterized by the main feature. Unlike SEO promotion, requiring time to obtain the result, they are effective in the short period while an advertising campaign operates.
In recent years, this channel of attracting the target audience has been gaining increasing popularity, as it is difficult to find a person in the modern world that is not registered on any platform for communication. To use similar sources of traffic effectively a list of promotion activities can be as follows:
creating pages in social networks on which the information on new products, services, promotions and other interesting activities for consumers will be placed;
order an advertising from popular bloggers with an extensive audience of subscribers. They can mention the company’s brand in their posts or stories;
placement of paid advertising in the news feed.
Effective sources of free traffic that makes it possible not to attract new one, but to interest the old target audience. The distribution of advertising letters to random email addresses is considered as spam, and notification of new promotions and products of the previously registered users can help restore cooperation with them.
To that end, not only mail, but also various messengers (Viber, WhatsApp, Telegram) can be used, provided that the client has indicated his number in the form to fill in.
How to analyze the sources of traffic of your site?
Attendance of the web resource must be studied constantly and in dynamics. It is equally important to have information from what platform most of the users come from, and which channels work inefficiently. Therefore, before ordering the setting of targeted advertising, it is necessary to analyze in detail the experience of past advertising campaigns.
Google Analytics is the most effective tool to study the source of traffic. It is a free platform on which all information about attendance is presented in a convenient way for analysis in dynamics. It is enough for the owner of a web resource or a specialist to register an account and install the counter. For the convenience of users, all channels are divided into several categories:
Organic Search – moves from search engines;
Paid search – contextual advertising;
Direct – direct moves to the site address;
Email – send mails;
Social – moves from social networks, etc.
How to find out the sources of traffic of someone else’s site?
To develop a truly effective strategy for promoting a resource on the Internet, it is important to analyze not only the indicators of your attendance, but also to track the situation that happens among competitors. This allows you to use successful experience and avoid possible errors without negative consequences.
In some cases, you can get information about attendance from the counter posted on the site. However, this data is not enough to carry out detailed analysis. In addition, many commercial resources hide this block from visitors.
A much more effective way to find out the sources of traffic of someone else’s site is to work with specialized services. In recent years, SerpStat has been one of the largest and the most popular which operates with more than 200 databases that Google provides. With its help, SEO specialist is able to get detailed information about the activities of the third-party resource:
age, structure, distinctive features;
technologies for obtaining organic traffic (semantics, meta tags);
spent advertising campaigns in Google Adwords and their effectiveness;
activity in social networks;
the number of referral links on third-party Internet sites, etc.
The information obtained will make it possible to carry out a detailed, in-depth analysis of the competitor’s sources of traffic in order to optimize its own strategy and develop its implementation plan.