The Quality of Website Traffic – Part 1

By - Posted under: Online Marketing, SEO on November 15, 2011

This is a 2 part articles. Please check back for Part 2 soon.

There was an old saying for website and any online services that goes, “It’s all about the traffic!”

I agree, and I disagree.

First of all, it is great if a website can attract 1,000, 2,000 or 20,000 daily unique visitor traffic (that is roughly 30,000 to 600,000 visitors a month). With such traffic, the function of the website, be it promotion of a product or service, awareness, branding, or marketing, will be fully served.

But is it?

At Zymora Technologies, we don’t take the average daily traffic as the benchmark because we believe that quality is more important than quantity.

What we want to achieve is getting quality traffic that landed onto the website instead of creating a huge number of visitors that come to the website but not contributing to anything for the website beside wastage of the bandwidth.

So how do we determine what’s quality traffic and which one is “just traffic”?

For SEO purposes, we have to investigate the following:

  1. Bounce Rate
  2. Average Time Spent
  3. New Visitor
  4. Geographic
  5. Traffic Source

#1: Bounce Rate
Bounce Rate, as what it says, are the rate of visitor that landed onto your website and then navigate away without staying or navigate further through your pages. Normally this happens when people found your website via search engine and then realized that you are not offering what they are looking for, so they close the browser tab or navigate away.

If you have 600,000 visitors per month and your bounce rate is 90%, then actually there were only 60,000 real visitors that really looking for the things you are offering. If you have 30,000 visitors, that means only 10% of that number is your actual visitors. The rest? They are just passerby.

So for the objective of creating quality visitors, we have to lower the Bounce Rate. Ideally if we can keep it at 35% and lower, that will be great.

#2: Average Time Spent
This data is actually telling us the average time spent by a visitor on the website. It has a direct relation with bounce rate and when the bounce rate is high, then the average time spent will be lower.

Bounce Rate has 0 seconds time spent on the website. So even if you have 300,000 visitors, and your Average Time Spent is 26 seconds, that means your visitors aren’t spending long enough time on your website and learn enough of what you are offering.

In conclusion, it’s important to reduce the Bounce Rate, increase the Average Time Spent to gain maximum exposure of your site to your visitors so they will have the time to learn what you have to offer.

#3: New Visitor
As the name applies, new visitor is the indication on how many “new” visitors that visited your website.

If your average traffic is 20,000 visitors per month and you have a very high number of New Visitors, that means you are attracting lots of new traffic, but you don’t have enough returning visitors.

If you have low new visitors but have a lot of returning visitors, that means you are not generating enough new visitors.

It is important to strike a balance. In an ideal situation, it is best to convert those new visitors to become visitors that visit your website regularly.

So the question is: is there a ratio of returning visitors and unique visitors? There is, but it depends on the cases in question.

Here mark the end of Part 1 of this blog. Please check back later for Part 2.


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