Web analytics: organic traffic

A focus on web analytics is extremely important, in order to understand how prospective customers are finding your business. A solid grasp on organic traffic, or visitors that are coming to your website as a result of unpaid search results, can help inform your strategy.

While a program like Google Analytics provides mounds of data, you don’t have to focus on each and every metric. Instead, focus on these three details:

1. Total number of visitors

How many people are visiting your website every day, week, and month? Your goal is simple: to increase traffic to your website every month.

2. How are visitors arriving at your website?

It’s good to know how many visitors your website is receiving, but you don’t want to stop there. Next, break down traffic by source.

Are you receiving most your traffic from search engines? How about your posts on social media sites? What about direct visitors (who are typing your website’s address directly into their browser)?

Once you know how people are finding your website, you can adjust your strategy to take full advantage.

3. What visitors are doing on your website

You should never assume that each visitor has the same experience. Everybody is different, and you’ll find this to be true once you answer questions such as:

  • Which pages are the most visited?
  • What is the average number of pages viewed per visit?
  • What is the bounce rate? (percentage of visitors who only visit one page before leaving)?


Organic traffic will directly impact the success of your business. As you increase the amount of traffic to your website, you should expect the number of leads and new customer conversions to follow suit.

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