The
traffic on the website is one of the criterions which help the small business
entrepreneurs to determine the feedback or effectiveness of a website or a blog
in addition to handling the queries asked by the end users and the response
they get from them. This means that traffic is the yardstick, which is
considered as an equivalent of the success one expects to achieve in terms of
providing access to the certain content to the people or internet users.
Furthermore,
some of the business owners or websites prefer to use internet tools to assess
the level of the traffic generated by a website and the traffic or response of
the contemporaries is also measured. However, if you are new when it comes to
SEO, you may feel threatened by the high traffic your peers get or if their
results are better than your expectations. For example, most of the beginners
in the digital marketing business get intimidated by looking at the traffic
data of contemporaries and end up feeling insecure. This means that
overreliance on the data or tools to compare the traffic levels of your market
may lead you to miscalculation or overestimation of your contender’s
capabilities. For instance, when the tools measure the traffic outcome or
levels, most of the tools don’t distinguish if it is the relevant traffic or
not. In addition, it is often neglected if the marketing targets are being met
or not.
Various Kinds of Traffic
Even
though the result of your competitors’ traffic may show unprecedented
viewership or click rates, however, it does not guarantee if the related
traffic is being generated or if the traffic is actually helping run the
website. For example, in the past decade, people used odd keywords to find the
relevant content or sometimes the keyword diverted users to completely
different website. The main point is that if you don’t seem to generate the
required or expected results in terms of traffic, it does not define the worth
of your content. Because the viewership level of the relevant users is
something that can influence the chances of success or failure rather than
blindly relying on the traffic outcomes. To put simply, there are various ways
of increasing the traffic and some of the mechanism are not very useful. This
is why it is necessary to distinguish if the traffic is generated from the
relevant or right data or not.
High Traffic and Queries
Although
commonly people associate the high level of traffic with the increased queries
of the users, however, the latest research has shown contradictory results. For
example, researchers have shown many instances where the traffic was quite
high, however, when the rate of queries was investigated, the results were
disappointing. This means that if you or your contemporary’s website is
generating high traffic, it does not necessarily mean the users are accessing
the website to find answers to the queries. Similarly, if one delves into the
details, it becomes apparent that the traffic generation increases as a result
of few blog posts or related links in some cases, while in some cases content
explaining the direction to browse the website is mentioned, which can increase
the viewership without contributing to the main content of answers of the
questions asked by the users.
Furthermore,
the difference between the number of queries answered and the traffic
generation is not underlined in the digital marketing by a couple of small and
known websites and brand as well. This means that the flaw is persistent in the
digital marketing. Some of the experts believe that in some of the cases the
content level plays a big role in attracting the traffic, however, when it
comes to the primary function of answering the queries or question, the purpose
is not fulfilled. In other words, the
traffic may be increased by using unauthentic mechanisms or tools. Hence, one
should not completely trust the finding of the websites or resources that
consider the traffic generation as an indicator of success or failure.
Unclear Marketing Strategy and
Goals of Contemporaries
If
one surveys the result of research done on the big companies like Amazon SEO,
it becomes clear that the business plan of the companies or digital marketing
firms have narrowed down objectives. And the game plan to achieve the
objectives, a particular strategy is chosen by the experts. For example, some
of the company focuses on enhancing the quality of the products and so on and
so forth. This means that the reports or surveys conducted by one’s company to
estimate the level of traffic by the peer groups or company may make the task
of figuring out the secret or hidden strategy meaningless, as the data obtained
as a result of the research may not help to answer the main question related to
the success due to the nuanced nature of the queries.
Conclusion
The
bottom line is that the traffic driven metric or yardsticks should not be used
to analyze the business plan of your peers and to formulate your marketing
strategy, as the process of interpreting the data is complex and it cannot
easily tell you if the traffic generated by you competitor was helpful or
relevant for the viewers. This means that the better way to improve your
business outcomes is to figure the marketing tricks and strategy you want to
pursue to improve the outcomes. Moreover, it is important to know what changes
are taking place in the market, because if you are able to read the main trends
and changes, you would be in a better position to respond to the new dynamics.
In addition, if you post the pertinent content to help the users and the
quality of the content is up to a standard, the result of your websites will be
increased manifolds. This is not to say that the indicators of traffic are
completely useless, however, the main point is to highlight the demerits of
over-relying on the metric of traffic to make judgments and to finalize the
business choices.
