Obtaining traffic to a website is very important within SEO because it is the way that the success of a campaign is measured. After all, more traffic means that more visitors are viewing the webpage and this increases the Return on Investment (ROI) that the client can expect to see. With this said, there are two different types of traffic that can be gathered and these are known as direct traffic and organic traffic. Although the latter is well known within the SEO industry, we believe that direct traffic holds a lot of value too. Read on as we go over everything there is to know about it…
What is direct traffic in SEO?
There are many misconceptions when it comes to direct traffic as many people incorrectly believe that it is obtained solely from typing a URL into the search and that it is an inconvenience that technicians should avoid. In actual fact, direct traffic is reported by Google Analytics when the traffic source has no data to explain how the session arrived at a particular website. While this does come from URL web searches, there are actually a variety of different explanations.
How is direct traffic obtained?
Since direct traffic is noted as such because the traffic source data is missing, there are many different ways that it can be obtained. For example, there is the traditional source that comes from URL searches in the address bar or when users click on a bookmark. This type of direct traffic is unavoidable and incredibly common. On the other hand, direct traffic can also be obtained when users follow a link on a secure HTTPS page to an un-secure HTTP page. Whilst this can be counter intuitive because the referral traffic can be affected, this issue can be fixed by migrating to HTTPS. Finally, direct traffic can also be gathered when users click on links from PDF’s or word documents as these do not pass on referral information and are programmed by default to register as direct traffic.
Is direct traffic better than organic traffic?
There is an age-old debate regarding how effective direct traffic is in comparison to organic traffic. After all, the latter is obtained when users click on a website in the SERPs after typing a keyword into the search bar and is said to be the most natural form of traffic. Since organic traffic is what SEO technicians hope to achieve, it is thought to be the most effective because it has a higher ROI for the business owners. With this said, direct traffic is still an importance traffic source and should never be disregarded.
Here at SEO Enterprise, we believe that an SEO campaign should always be approached from a variety of different avenues. After all, every single component should be taken into consideration when it comes to a review of the analytics. Direct traffic is often misunderstood which means that technicians spend a lot of time and energy focusing on organic traffic and see very few results. To find out more information about direct traffic and its use in SEO, get in contact with a member of the SEO Enterprise team today!