How did your visitors get to your site? You’ve probably wondered where your website traffic is coming from. Although traffic sources vary from company to company, we can highlight major trends in what generally 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 industries. The purpose of this research: to find out what are the best sources of traffic to their website.
A relevant analysis whose conclusions will be of interest to all companies wishing to optimize their Content Marketing strategy!
The different forms of trafficking
- 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.
- Direct traffic
Direct traffic are 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.
Good to know
Direct traffic is a good way to gauge your brand awareness.
- Referral traffic
We are talking about visitors who come to your site from other websites, which are neither a search engine nor a social network. It is therefore about the links established between different sites.
To read also: How to generate traffic with the backlink?
- Social traffic
These are visitors who come to your site from social networks like Facebook, Twitter, Instagram or LinkedIn.
- Traffic from your marketing emails
These are simply visitors to your website who come as a result of sending an email marketing from you.
- Paid traffic
As with organic traffic, we are talking about visitors who arrive on your website from search engines like Google.
This is not about your SEO, but the results of paid advertising campaigns.
To read also: How to boost the traffic on your site thanks to social networks?
The study panel
This study carried out by Hubspot 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. In total, six sectors are represented:
And real estate agencies.
Organic traffic and direct traffic in the lead
Unsurprisingly, brand 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. It seems that 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 strong presence on social networks.
When it comes to traffic by size of business, again direct traffic takes precedence. Only the self-employed and VSEs have traffic that depends mainly on web searches (40% of traffic is organic for companies with less than 5 employees). Over 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 sector of activity. 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.
Good to know
This traffic is a measure of the effectiveness of your backlink strategy. And if you need to strengthen these sources, bet again and again on Content Marketing. The more content you post, the more likely it is to be picked up and featured on other sites or blogs.
Paid traffic, social networks and emailing
Regarding the rest of the ranking, except for marketing services, the third source is paid traffic. In other words, buying keywords through Adwords campaigns, for example.
Companies offering marketing services tend to 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. Which doesn’t mean giving up that content, but figuring out how to improve it to increase its share. Keep in mind that email traffic is often qualified, and therefore of higher quality than organic traffic.
As for the comparison between B2C and B2B companies, the ranking of traffic sources is similar.
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.