How did your visitors get to your site? You've probably wondered where your website traffic is coming from. Although the sources of traffic vary from company to company, we can highlight major trends in what works more or less in terms of traffic.
This is what Hubspot did! The Hubspot platform carried out a survey of 15,000 of its customers , belonging to different sectors of activity. The object of this research: to find what are the best sources of traffic on their website.
A relevant analysis whose conclusions will interest all companies wishing to optimize their Content Marketing strategy!
The different trafficking
First, let's take stock of the different trafficking.
1. Organic traffic
We are talking about visitors who arrive on a site from a search engine like Google. Strong organic traffic means your site's SEO is good.
Here, there is no need to pay for ads or to be well known. Organic traffic mainly requires the creation of quality content.
2. Direct traffic
Direct traffic is visitors who arrive on your website by manually entering your website URL. These people therefore arrive directly on your site from a browser without even going through a search engine.
3. Referral traffic
We are talking about visitors who arrive on your site from other websites, which are neither a search engine nor a social network. It is therefore a question here of the links established between different sites.
4. Social traffic
These are visitors who come to your site from social networks like Facebook, Twitter, Instagram, or LinkedIn.
5. website traffic from your marketing emails
These are simply visitors to your website who come after emailing marketing from you.
6. Paid website traffic
As with organic traffic, we are talking about visitors who arrive on your website from search engines like Google.
The study panel
This study carried out by hotspot covers 15,000 of its customers. These companies are of different sizes, they are B2B or B2C, and come from different sectors and various countries.
Six sectors are represented:
- Construction,
- Consumer products,
- E-commerce,
- Industry,
- Marketing services,
- And real estate agencies.
Organic website traffic and direct traffic in the lead
Unsurprisingly, company awareness (direct traffic) and search engine queries (organic traffic) are the two best sources of traffic.
For the construction, consumer products, marketing services and industrial sectors, organic traffic is the number one source of traffic to their websites. They therefore have every interest in using Content Marketing to boost their natural referencing. People come to their site mainly after a Google search.
As for e-commerce and real estate agencies, it is their notoriety that drains the most traffic, since the first source of traffic to their website is direct traffic. Here again, Content Marketing can help them , especially with a powerful presence on social networks.
As for the traffic according to the size of the companies, it is, again, the direct traffic which takes precedence. Only the self-employed and VSEs have traffic, which depends mainly on web searches (40% of traffic is organic for companies with less than 5 employees). Beyond 5 employees, direct traffic dominates.
Referral traffic in 3rd position
The rest of the study shows us all the sources of traffic and their proportions according to the activity sectors. All industries benefit from referral traffic just behind organic traffic and direct traffic. This source refers to Internet users who have clicked on a link on another site.
Paid website traffic, social networks and emailing
Regarding the rest of the ranking, except for marketing services, the third source is paid traffic. The purchase of keywords via AdWords campaigns, for example.
Companies offering marketing services attract internet users from social networks. Source found in 3rd in the real estate sector, penultimate for industry and consumer products, and last for construction and e-commerce.
For emailing, it is again the marketing sector that stands out, since it seems to benefit quite well from this strategy (3rd source of traffic). For other businesses, email comes second to last or last. This does not mean that we must abandon this content, but find how to improve it to increase its share. Remember that the traffic coming from an email is often qualified, therefore of better quality than the organic traffic.
As for the comparison between B2C and B2B companies, the ranking of traffic sources is similar.
Conclusion
The traffic is, therefore, in most cases, organic, direct and referral. For your business to increase its visibility in search engines and through social networks, content is king! And this, whatever your sector of activity. They help you rank on relevant keywords, demonstrate your expertise, and convert prospects more easily.
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