Web Traffic – its Elements

Traffic Builders
Domain Name
 WEB TRAFFIC
❖ Since 1990’s, web traffic has been the largest portion
of Internet traffic.

❖ Web traffic is the amount of data sent and received

by visitors to a website.

❖ It is determined by the number of visitors and number

of pages they visit.
❖ Sites aim to increase their web
traffic through inclusion on search
engine and through search engine
optimization.

❖ Sites monitor the incoming and

outgoing traffic to see which parts
or pages of their sites are popular.
 ANALYSIS OF WEB TRAFFIC

❖ 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. Notable vendors of web analytics
software and services include Google Analytics.
 ELEMENTS OF WEB TRAFFIC
Web traffic is measured to see the popularity of web sites
and individual pages or sections within a site.

❖ The various elements included in Web traffic are:

▪ The number of visitors.

▪ The average number of page views per visitor – a high

number would indicate that the average visitors go deep
inside the site, possibly because they like it or find it
useful.
▪ Average visit duration – the total length of a user's visit. As
a rule the more time they spend the more they're interested
in your company and are more prone to contact.

▪ Average page duration – how long a page is viewed for. The

more pages viewed, the better it is for your company.

▪ Domain classes – all levels of the IP Addressing information

required to deliver Webpages and content.

▪ Busy times – the most popular viewing time of the site would
show when would be the best time to do promotional
campaigns and when would be the most ideal to perform
maintenance
▪ Most requested pages – the most popular pages.

▪ Most requested entry pages – the entry page is the first

page viewed by a visitor and shows which are the pages most
attracting visitors.

▪ Most requested exit pages – the most requested exit pages

could help find bad pages, broken links or the exit pages may
have a popular external link.

▪ Top paths – a path is the sequence of pages viewed by

visitors from entry to exit, with the top paths identifying the
way most customers go through the site
 ▪ Referrers - The host can track the (apparent) source
of the links and determine which sites are generating
the most traffic for a particular page.

✓ Web sites produce traffic rankings and statistics based

on those people who access the sites while using their
toolbars and other means of online measurements.

✓ Web traffic not only increased by attracting more

visitors to a site but also by encouraging individual
visitors to linger on the website, viewing many pages in
a visit.
 Traffic Builder
Traffic Builder is a proven methodology designed to boost
traffic to your portals by strategically positioning
compelling content in the pathways that prospects
commonly visit.
Traffic Builder programs integrate services, including:

• Content Strategy.
• Advertising Planning & Execution.
• Email Marketing.
• Search Engine Marketing & Optimization.
• Link Building.
• Social Media Optimization.
• Blogvertising
 ADVANTAGES OF TRAFFIC
Traffic Builder produces B
aUhoIlL
istD
ic E
viR
ew of traffic generation that
encompasses:

❑ Customer insight: Who are your customers, why do they buy and
what is their research and buying process?

❑ Burning information needs: What tools or information can support

and influence customer purchase decisions?

❑ Content positioning: What online or offline pathways do customers

frequent? Does their research process begin on your Web site or at
Google?

❑ Trust and involvement: How can you achieve credibility and

perceived authority in a crowded information marketplace?
 APPROACHES OF WEB TRAFFIC

Traffic Builder follows a four-step collaborative process to

survey the situation, architect the best strategy, engineer a
plan and craft the right solution to meet your traffic-
generation needs:

❑ Survey: This stage enforces the discipline of defining goals and

understanding the situation before we start planning and building.
We typically capture input from internal and external stakeholders,
review the competitive landscape and develop a rich appreciation of
your target customer(s). Gaining insight is the first step in
formulating an effective trafficgeneration strategy.
❑ Architecture: Sound strategy is about setting priorities and making
choices. We distill the insight gained in the Survey stage to arrive at
an effective traffic-generation strategy that offers a clear focus of
action.

❑ Engineering: This stage creates the framework for integration of

tactics. We translate the strategic priorities set during Architecture
into a tactical plan designed to increase high-quality traffic.

❑ Craftsmanship: This is where we pull it all together, where the

insight, strategy and planning of the preceding three stages are
given form and substance. We compile and/or create content as
needed, implement traffic-building tactics and incorporate
monitoring to provide measurability and ongoing campaign
feedback.
 BRANDING & DOMAIN
NAME
❑ Using domains effectively for branding purposes means
a lot more than just getting the brand name in the
domain.

❑ Domain branding starts with one thing - your domain

name. Over half of people today directly type in the
domain name that they want to go to rather than get
there through some other medium such as search
engines.
•Your domain brand name MUST be easily spelled. If it is long and
complicated, then it will be more difficult for people to link
your 'brand' to your domain name and hence find you on the
web.

•Your domain brand name MUST be memorable. If it cannot be

remembered then it cannot be typed into any browser. If it
cannot be typed into a browser successfully and often, then your
online business withers.

•The third thing is that your domain brand name must be relevant
to your business.
 Aligning Brand Architecture and Domain
Architecture
❑ Imagine finding the Dove Soap home in a sub-folder
of unilever.com, or looking for the Colgate site to discover a
separate domain for Colgate toothpaste and Colgate
toothbrushes. Such misalignments of brand
architecture and domain architecture will confuse
customers, undermine branding strategy, and possibly
minimize the positive effect of brand signals to search.

❑ The companies vary in the extent to which they market with

the corporate brand, sub-brand, and/or individual
product brand.
CORPORATE BRAND:

Corporate brands is the practice of using a company’s name as a

product brand name. It is an attempt to use corporate brand
equity to create a product brand recognition.

Eg: Apple is an good example of a company doing the right for

the most part. All the Apple’s devices are strongly branded as
Apple product. No new domain is necessary for each line of
product.
The Product-Only Brand

Product branding is a marketing strategy wherein a business promotes

and markets an individual product without the company name being front
and center in the advertising campaigns or even on the product labeling.
Such a branding strategy helps establish a unique brand identity, image
and positioning.

Eg: Procter & Gamble. They make beauty, personal care and household
products, and many of the company's popular brands each have a
dedicated website. Each product carries individualized symbols or logos
and some have advertising slogans associated
with the product alone, not mentioning
the corporation or the P&G brand except
in labeling.
Sub-Branding

It is the process of creating a secondary brand within a main brand

that can help differentiate a product line to a desired target
group. A product or service whose character and brand values are
distinct from, but related to, its parent brand.