Which One Is Best Social Traffic? Referrals Or Organic?
- May 08, 2019
In the era of online marketing, most marketers highlight traffic volume as their goal. Not all the traffic we get on our website are of different values.
Some visitors are integrally more valuable than others, because they are more interested in buying from your brand, or because they spend more time on your site, or for some other factor. You might categorize traffic based on people who are strongly interested in your brand, weakly interested in your brand, or not interested in your brand. You can also categorize traffic based on where that traffic came from. Google Analytics allows you to filter your traffic on the basis of its original source, and for inbound marketers, there are mainly three types of categories.
Social traffic refers to any visitors you received from social media such as people clicking links on your profiles or individual posts.
Organic traffic or search traffic refers to any visitors you have gotten from organic search results, people clicking on your link when it appears on SERPs.
Referral traffic refers to visitors who clicked a link pointing to your site from another site.
Anyone of these categories yields to traffic that is inherently more valuable than the others?
All the digital marketing agencies have to take proper care of where they are getting maxing traffic and what are their main focus to grab traffic. Xcentric Services is also a Digital Marketing agency in Pakistan known for online digital services.
It is important to note because your investment in each area should hypothetically be well-balanced so you emphasize your most profitable strategies and de-emphasize your least profitable ones. If your referral traffic is, on average, more valuable than your social traffic, you should probably spend more time building links than you spend on your social media campaigns. There are several different considerations you should bear in mind when calculating the value of each traffic segment.
Assuming you have applied conversion optimization strategies throughout your site evenly, you can gauge the subjective value of each segment of traffic by seeing how many people convert from that segment on average. You can easily filter down your traffic in each category as mentioned social, organic, and referral. Examine the conversion rate as a percentage. If there is a large discrepancy, you may favor one strategy over another. If your organic traffic converts 4 percent of the time, but your social traffic converts 2% of the time, you might consider investing more heavily in SEO even if you see nearly double the social traffic.
Time Spent On Page
You should also consider how long someone spends on your site and per page. Just because they did not convert does not mean they are not interested in your brand, spending a long time on a page means they are interested in reading your content and are valuable as a potentially long-term fan of your organization.
Persistence And Repeat Visitors
For every traffic division, you should use all the good gauges to measure your unique versus repeat visitors. If you notice one segment has a higher number of repeat visitors, it means you have captured their interest enough for them to keep coming back for more. For most brands, this is a good thing; repeat visitors are evidence of customer loyalty and retention. Consider your goals carefully when examining this dimension of your traffic segments.
Ebb And Flow
Your traffic will likely ebb and flow in each segment, despite your best efforts to make it consistent, so pay attention to how these numbers fluctuate. You may find that traffic spikes and valleys, or inconsistent conversion rates make one segment of traffic less appealing than you otherwise though.
Amount Of Effort Required
On top of objective value metrics for each segment of your strategy, you should also consider the amount of effort required to achieve each one. If it takes you an hour to build a link that returns a significant share of high-value traffic your way, but three hours to manage a social media campaign that returns a similar share of low-value traffic, link building should take priority when balancing your budget and effort expenditures.
Other Perks Of Each Strategy
If you notice that one segment of your traffic has higher valued traffic than another, do not discount the other strategies yet; there are many benefits to each inbound marketing strategy that will go beyond metrics such as visitors and conversions, it will boost up business as well. You will also need to consider the exposure and reputation benefits you see in each strategy, as well as how each strategy might scale over time; the value of visitors in one area might be low now but have higher growth potential than the other areas. Unfortunately, there is no objective metric in Google Analytics to tell you this.
Why It Is Different For Everybody
Unfortunately, each business is going to find a different balance of traffic value across these three main areas. What works for a brand new B2C company may not work for a historically prestigious, reputable B2B company. You will have to dig into your own metrics to find the answers on which traffic segment is most valuable, then spend time adjusting your efforts to reflect those findings.
Chances are, one segment of traffic is going to stand out to you, and provided it remains the dominant value, it should continue getting the lion’s share of your budget and attention moving forward. To get more information visit Xcentric Services Digital Marketing Agency in Pakistan.