Web traffic
Web traffic is the data sent and received by visitors to a website. Since the mid-1990s, web traffic has been the largest portion of Internet traffic. Sites monitor the incoming and outgoing traffic to see which parts or pages of their site are popular and if there are any apparent trends, such as one specific page being viewed mostly by people in a particular country. There are many ways to monitor this traffic, and the gathered data is used to help structure sites, highlight security problems or indicate a potential lack of bandwidth.
Not all web traffic is welcomed.
Some companies offer advertising schemes that, in return for increased web traffic, pay for screen space on the site.
Sites also often aim to increase their web traffic through inclusion on search engines and through search engine optimization.
Analysis
Web analytics is the measurement of the behavior of visitors to a website. In a commercial context, it especially refers to the measurement of which aspects of the website work towards the business objectives of Internet marketing initiatives; for example, which landing pages encourage people to make a purchase.Control
The amount of traffic seen by a website is a measure of its popularity. By analyzing the statistics of visitors, it is possible to see shortcomings of the site and look to improve those areas. It is also possible to increase the popularity of a site and the number of people that visit it.Limiting access
It is sometimes important to protect some parts of a site by password, allowing only authorized people to visit particular sections or pages.Some site administrators have chosen to block their page to specific traffic, such as by geographic location. The re-election campaign site for U.S. President George W. Bush was blocked to all internet users outside of the U.S. on 25 October 2004 after a reported attack on the site.
It is also possible to limit access to a web server both based on the number of connections and the bandwidth expended by each connection.
From search engines
The majority of website traffic is driven by search engines. Millions of people use search engines every day to research various topics, buy products, and go about their daily surfing activities. Search engines use keywords to help users find relevant information, and each of the major search engines has developed a unique algorithm to determine where websites are placed within the search results. When a user clicks on one of the listings in the search results, they are directed to the corresponding website and data is transferred from the website's server, thus counting the visitors towards the overall flow of traffic to that website.Search engine optimization, is the ongoing practice of optimizing a website to help improve its rankings in the search engines. Several internal and external factors are involved which can help improve a site's listing within the search engines. The higher a site ranks within the search engines for a particular keyword, the more traffic it will receive.
Increasing traffic
Web traffic can be increased by the placement of a site in search engines and the purchase of advertising, including bulk e-mail, pop-up ads, and in-page advertisements.Web traffic can also be purchased through web traffic providers that can deliver targeted traffic.
Web traffic can be increased not only by attracting more visitors to a site, but also by encouraging individual visitors to "linger" on the site, viewing many pages in a visit.
If a web page is not listed in the first pages of any search, the odds of someone finding it diminishes greatly. Very few people go past the first page, and the percentage that go to subsequent pages is substantially lower. Consequently, getting proper placement on search engines, a practice known as SEO, is as important as the website itself.