Why is direct traffic important.

Why is direct traffic important for organic search ranking? Well, in this article we will discuss about it for you. Go through the entire blog post to know the benefits of direct traffic for SEO.

Why is direct traffic important ?

When we analyze a website’s results and each channel’s performance, some things are more accessible to interpret than others, as we indicate in a Web Analytics process.

For example:

if the traffic of the Social Networks channel falls or rise, we managed to enter a greater degree of detail, see which network had variations and investigate the exact causes (there were more posts or fewer posts, the reach and the interactions fall or rise and so on). In SEO, it is possible to have an idea of ​​keywords that vary in ranking or Landing Pages that received less traffic. Every visit to a website contains a reference with the source and with a medium (free search, paid search, contact, email, etc.), which are the dimensions that allow us to identify and define each channel. Visits from organic or paid searches, referral sites, social networks or campaigns are identified and grouped based on these dimensions.

Direct traffic is already something that leaves many professionals lost. We usually understand it as direct traffic where someone wrote the website address on their initiative in the browser, not arriving by clicks from any other source. When that source of traffic has variations, marketers generally find it is not easy to interpret what led people to enter the website less or more and what explains that behaviour. Our idea with this article is to show you a little better various items that impact direct traffic and understand them a little better.

How Google Analytics Identifies Traffic

To credit traffic to one source or another, Google Analytics searches for information in two different ways, one in the other’s sequence.

 

NUMBER ONE.1

The first one is the URL itself. Usually, Google does not find anything here, but perhaps it finds, this will be the source that will prioritize and credit the traffic. It is done through a system in which companies can place a kind of “label” on the link they promote to identify the shape’s origin as they want.

It is possible to place parameters in the URL of the link that forces Google Analytics to mark a specific source if there is a click on it.

For example, the link http://pioneermarketer.com does not have any mark-up, and Google Analytics would continue to step 2 to identify the source of traffic.

 

In the case of the link https://www. pioneermarketer.com, regardless of the click happening on Facebook, Google or any website, the parameters indicated there would force Google to understand that the click came from an email newsletter.

 

Professionals do this to identify the results of specific campaigns better, and it is always valid to label banners, advertisements, email campaigns, etc. To create this label, use the URL Builder from Google.

 

To credit traffic to one source or another, Google Analytics searches for information in two different ways, one in the other’s sequence.

1. The first one is the URL itself. Usually, Google does not find anything here, but perhaps it finds, this will be the source that will prioritize and credit the traffic. It is done through a system in which companies can place a kind of “label” on the link they promote to identify the shape’s origin as they want.

It is possible to place parameters in the URL of the link that forces Google Analytics to mark a specific source if there is a click on it.

For example, the link http://pioneermarketer.com does not have any mark-up, and Google Analytics would continue to step 2 to identify the source of traffic.

 

In the case of the link https://www. pioneermarketer.com, regardless of the click happening on Facebook, Google or any website, the parameters indicated there would force Google to understand that the click came from an email newsletter.

 

Professionals do this to identify the results of specific campaigns better, and it is always valid to label banners, advertisements, email campaigns, etc. To create this label, use the URL Builder from Google.

To credit traffic to one source or another, Google Analytics searches for information in two different ways, one in the other’s sequence.

1. The first one is the URL itself. Usually, Google does not find anything here, but perhaps it finds, this will be the source that will prioritize and credit the traffic. It is done through a system in which companies can place a kind of “label” on the link they promote to identify the shape’s origin as they want.

It is possible to place parameters in the URL of the link that forces Google Analytics to mark a specific source if there is a click on it.

For example, the link http://pioneermarketer.com does not have any mark-up, and Google Analytics would continue to step 2 to identify the source of traffic.

 

In the case of the link https://www. pioneermarketer.com, regardless of the click happening on Facebook, Google or any website, the parameters indicated there would force Google to understand that the click came from an email newsletter.

 

Professionals do this to identify the results of specific campaigns better, and it is always valid to label banners, advertisements, email campaigns, etc. To create this label, use the URL Builder from Google.

 

NUMBER TWO. 2

In most cases, the links are not labelled, and Google Analytics starts towards the second form of identification.

When you load a page in the browser, Google requests a server to deliver that page, and that request includes a field in the header that identifies the address where the link was. It is that heading and indicated in the reference that Google Analytics reads to infer where the visitor came from.

In practice, whenever GA (Google Analytics) does not have this information and cannot interpret it, it credits the visit as direct traffic.

What are the factors that disturb direct traffic?

Understanding how directs traffic is counted in Google Analytics, it is possible to perceive a margin of error. What appears as direct traffic is not always the market’s definition: people who entered the browser address.

 

It is prevalent for direct traffic to get “dirty” with some faults:

  • Google Analytics installation errors can get in the way. Imagine that someone clicks on a link and a page of the website arrives that does not have Google Analytics installed correctly. From that page, the person connects and goes Home or any other. The origin information is lost, and the traffic is counted as direct.
  • Much of the mobile traffic (which only continues to grow) comes from applications rather than websites. And the applications do not pass the reference code, entering as direct traffic.
  • Page redirects through redirect 302 instead of redirect 301 also do not pass the origin properly. We already talked about redirects here.
  • Links that are encoded within JavaScript may not give the reference information in the header. More direct traffic!

On the other hand, the original direct traffic is also often not counted. This happens because, from the moment. The user reaches the website, and Google Analytics determines the source of traffic; they receive a cookie, a kind of seal that identifies the origin, among other things.

The problem occurs because direct traffic, unlike all the others, does not overwrite the cookie and ends up crediting the visit to the same previous source.

If someone came to your website by clicking on an Ad words campaign and a week later entered the site by typing the browser’s address, the visit will be counted more than once as coming from Ad words. That is why many people who have already made announcements and stopped continue to see some paid visits in the GA even after they stopped investing.

Much of the direct traffic is also search for traffic.

Often, the accounting failure happens because the browser does not make the request, passing all the information correctly. In the US, the group did an experiment blocking the website from appearing on Google, and the correlation of the drop in organic visits with the decline in direct traffic was very high. The estimate presented by them was that up to 60% of what is credited as direct traffic is organic for internal pages. In general, they came to something close to that 25% of searches made in Internet Explorer must be unduly credited to direct traffic, 10-20% in the case of Chrome and Firefox, and more than 50% in mobile browsers.

What should direct traffic impact?

Real direct traffic should be a good indicator of your brand value.

It is made up of people who have already bought from your company and come back to see more things. By word of mouth recommendations, by people who like your content so much that they marked it as a favourite or then, by relevant offline appearances (a matter of magazine or newspaper, something they heard on TV or radio).

An excellent job of branding and pressing consultancy should contribute here in these numbers and can be evaluated.

The number of visits via direct traffic should also be high in online products, where people log in and access their accounts.

How to deal with all that information and interpret your traffic properly

The question remains: How do we properly assess and work with all of this?

The first recommendation is to try your best to erase the dirt from your direct traffic. That includes two main actions:

• Do a complete check on the website to identify if Google Analytics is installed correctly on all pages (this tool helps to do so);

• Always use the URL Builder and the appropriate parameters in your company’s campaigns, mainly in channels more conducive to generating traffic counted as direct (social networks, which are often accessed by mobile applications, ads in applications and email campaigns).

The second thing is to understand better which pages the people who came via direct traffic are entering. In general, people enter the Home, the blog or some other main pages that you may have. Separate that segment and interpret it as actual direct traffic.

The rest should probably be viewed as another source that was incorrectly attributed. Users likely type a long URL, such as a specific blog post. In that case, it is necessary to evaluate more specifically on a case-by-case basis to try to understand which is the correct source.

In the cases of social networks and organic searches, the tendency is the attribution errors are only a percentage and the comparative curve of the channels, such as the one indicated in Marketing BI above, show a correlation.

In other cases, it is necessary to think about whether there are campaigns that would lead to the page, and that, eventually, is not with the parameters configured correctly.

Therefore, it is necessary to know the origin of the visits that come to our page and evaluate direct traffic reliability. For example, in Google Analytics, to assign the conversion by default, the “last indirect click” attribution model is used (except in multichannel reports), ignoring the direct traffic channel’s weight. If this channel is bundling traffic assigned to other media, we can draw the wrong and counterproductive conclusions for our business

Increase Your Direct Traffic By Improving Brand Reputation

Our expert will improve your brand recognition by applying different strategic implementations. Click the button to check our brand management service.

How is your website's SEO? Use our free tool to get your score

Attractive Working Environment

Hub of Highly Qualified Developers

Attractive Working Environment

Attractive Working Environment

Attractive Working Environment

Do you want to grow your business online? Let’s discuss how we can help you to be our next happy client

+88018-4208-8100

Want to discuss with us? Call please.

5000+ Clients served

106+ Countries of clients

30+ Expert professionals on staff

Our Location

"VISER X is doing great as a digital marketing agency. They are providing services to worldwide businesses for empowering their digital presence and increasing conversions. I highly recommend VISER X to anyone who is looking for a solid team to grow businesses online."
quotes

Munir Hasan

Head of Youth Programme

Follow Us On

FACEBOOK