Web traffic

Last updated

Web traffic is the data sent and received by visitors to a website. Since the mid-1990s, web traffic has been the largest portion of Internet traffic. [1] Sites monitor the incoming and outgoing traffic to see which parts or pages of their site are popular and if there are any apparent trends, such as one specific page being viewed mostly by people in a particular country. There are many ways to monitor this traffic, and the gathered data is used to help structure sites, highlight security problems or indicate a potential lack of bandwidth.

Contents

Not all web traffic is welcomed. Some companies offer advertising schemes that, in return for increased web traffic (visitors), pay for screen space on the site.

Sites also often aim to increase their web traffic through inclusion on search engines and through search engine optimization.

Analysis

Web analytics is the measurement of the behavior of visitors to a website. In a commercial context, it especially refers to the measurement of which aspects of the website work towards the business objectives of Internet marketing initiatives; for example, which landing pages encourage people to make a purchase.

Control

The amount of traffic seen by a website is a measure of its popularity. By analyzing the statistics of visitors, it is possible to see shortcomings of the site and look to improve those areas. It is also possible to increase the popularity of a site and the number of people that visit it.

Limiting access

It is sometimes important to protect some parts of a site by password, allowing only authorized people to visit particular sections or pages.

Some site administrators have chosen to block their page to specific traffic, such as by geographic location. The re-election campaign site for U.S. President George W. Bush (GeorgeWBush.com) was blocked to all internet users outside of the U.S. on 25 October 2004 after a reported attack on the site. [2]

It is also possible to limit access to a web server both based on the number of connections and the bandwidth expended by each connection.

Sources

From search engines

The majority of website traffic is driven by search engines.[ citation needed ] Millions of people use search engines every day to research various topics, buy products, and go about their daily surfing activities. Search engines use keywords to help users find relevant information, and each of the major search engines has developed a unique algorithm to determine where websites are placed within the search results. When a user clicks on one of the listings in the search results, they are directed to the corresponding website and data is transferred from the website's server, thus counting the visitors towards the overall flow of traffic to that website.

Search engine optimization (SEO), is the ongoing practice of optimizing a website to help improve its rankings in the search engines. Several internal and external factors are involved which can help improve a site's listing within the search engines. The higher a site ranks within the search engines for a particular keyword, the more traffic it will receive.

Increasing traffic

Web traffic can be increased by the placement of a site in search engines and the purchase of advertising, including bulk e-mail, pop-up ads, and in-page advertisements.

Web traffic can also be purchased through web traffic providers that can deliver targeted traffic. However, buying traffic may negatively affect a site’s search engine rank.[ citation needed ]

Web traffic can be increased not only by attracting more visitors to a site, but also by encouraging individual visitors to "linger" on the site, viewing many pages in a visit. (see Outbrain for an example of this practice)

If a web page is not listed in the first pages of any search, the odds of someone finding it diminishes greatly (especially if there is other competition on the first page). Very few people go past the first page, and the percentage that go to subsequent pages is substantially lower. Consequently, getting proper placement on search engines, a practice known as SEO, is as important as the website itself.[ citation needed ]

Traffic overload

Too much web traffic can dramatically slow down or prevent all access to a website. This is caused by more file requests going to the server than it can handle and may be an intentional attack on the site or simply caused by over-popularity. Large-scale websites with numerous servers can often cope with the traffic required, and it is more likely that smaller services are affected by traffic overload. Sudden traffic load may also hang your server or may result in a shutdown of your services.

Denial of service attacks

Denial-of-service attacks (DoS attacks) have forced websites to close after a malicious attack, flooding the site with more requests than it could cope with. Viruses have also been used to coordinate large-scale distributed denial-of-service attacks. [3]

Sudden popularity

A sudden burst of publicity may accidentally cause a web traffic overload. A news item in the media, a quickly propagating email, or a link from a popular site may cause such a boost in visitors (sometimes called a flash crowd or the Slashdot effect).

Fake traffic

Interactive Advertising Bureau estimated in 2014 that around one third of Web traffic is generated by Internet bots and malware. [4] [5]

Traffic encryption

According to Mozilla since January 2017, more than half of the Web traffic is encrypted with HTTPS. [6] [7] Hypertext Transfer Protocol Secure (HTTPS) is the secure version of HTTP, and it secures information and data transfer between a user's browser and a website. [8]

See also

Related Research Articles

<span class="mw-page-title-main">HTTPS</span> Extension of the HTTP communications protocol to support TLS encryption

Hypertext Transfer Protocol Secure (HTTPS) is an extension of the Hypertext Transfer Protocol (HTTP). It uses encryption for secure communication over a computer network, and is widely used on the Internet. In HTTPS, the communication protocol is encrypted using Transport Layer Security (TLS) or, formerly, Secure Sockets Layer (SSL). The protocol is therefore also referred to as HTTP over TLS, or HTTP over SSL.

<span class="mw-page-title-main">World Wide Web</span> Linked hypertext system on the Internet

The World Wide Web is an information system that enables content sharing over the Internet through user-friendly ways meant to appeal to users beyond IT specialists and hobbyists. It allows documents and other web resources to be accessed over the Internet according to specific rules of the Hypertext Transfer Protocol (HTTP).

<span class="mw-page-title-main">Web browser</span> Software used to access websites

A web browser is an application for accessing websites. When a user requests a web page from a particular website, the browser retrieves its files from a web server and then displays the page on the user's screen. Browsers are used on a range of devices, including desktops, laptops, tablets, and smartphones. In 2020, an estimated 4.9 billion people have used a browser. The most-used browser is Google Chrome, with a 64% global market share on all devices, followed by Safari with 19%.

<span class="mw-page-title-main">Website</span> Set of related web pages served from a single domain

A website is a collection of web pages and related content that is identified by a common domain name and published on at least one web server. Websites are typically dedicated to a particular topic or purpose, such as news, education, commerce, entertainment, or social media. Hyperlinking between web pages guides the navigation of the site, which often starts with a home page. The most-visited sites are Google, YouTube, and Facebook.

Spamdexing is the deliberate manipulation of search engine indexes. It involves a number of methods, such as link building and repeating unrelated phrases, to manipulate the relevance or prominence of resources indexed in a manner inconsistent with the purpose of the indexing system.

<span class="mw-page-title-main">Proxy server</span> Computer server that makes and receives requests on behalf of a user

In computer networking, a proxy server is a server application that acts as an intermediary between a client requesting a resource and the server providing that resource. It improves privacy, security, and performance in the process.

Search engine optimization (SEO) is the process of improving the quality and quantity of website traffic to a website or a web page from search engines. SEO targets unpaid traffic rather than direct traffic or paid traffic. Unpaid traffic may originate from different kinds of searches, including image search, video search, academic search, news search, and industry-specific vertical search engines.

<span class="mw-page-title-main">Alexa Internet</span> American web traffic analysis company (1996–2022)

Alexa Internet, Inc. was an American web traffic analysis company based in San Francisco. It was a wholly-owned subsidiary of Amazon.

Click fraud is a type of fraud that occurs on the Internet in pay per click (PPC) online advertising. In this type of advertising, the owners of websites that post the ads are paid based on how many site visitors click on the ads. Fraud occurs when a person, automated script, computer program or an auto clicker imitates a legitimate user of a web browser, clicking on such an ad without having an actual interest in the target of the ad's link in order to increase revenue. Click fraud is the subject of some controversy and increasing litigation due to the advertising networks being a key beneficiary of the fraud.

Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising that uses the Internet to promote products and services to audiences and platform users. Online advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising, and mobile advertising. Advertisements are increasingly being delivered via automated software systems operating across multiple websites, media services and platforms, known as programmatic advertising.

<span class="mw-page-title-main">Reverse proxy</span> Type of proxy server

In computer networks, a reverse proxy is an application that sits in front of back-end servers and forwards client requests to those servers instead of having the client directly talking to the servers. Reverse proxies have a number of uses, and help increase scalability, performance, resilience, and security; resources returned to the client appear as if they originated from the web server itself. Using a reverse proxy also has a number of risks.

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings and increase the Call to action (CTA) on the website.

Web analytics is the measurement, collection, analysis, and reporting of web data to understand and optimize web usage. Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research and assess and improve website effectiveness. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns. It can be used to estimate how traffic to a website changes after launching a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views, or create user behavior profiles. It helps gauge traffic and popularity trends, which is useful for market research.

In online marketing, a landing page, sometimes known as a "lead capture page", "single property page", "static page", "squeeze page" or a "destination page", is a single web page that appears in response to clicking on a search engine optimized search result, marketing promotion, marketing email or an online advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link. Landing pages are used for lead generation. The actions that a visitor takes on a landing page are what determine an advertiser's conversion rate. A landing page may be part of a microsite or a single page within an organization's main web site.

<span class="mw-page-title-main">HTTP cookie</span> Small pieces of data stored by a web browser while on a website

HTTP cookies are small blocks of data created by a web server while a user is browsing a website and placed on the user's computer or other device by the user's web browser. Cookies are placed on the device used to access a website, and more than one cookie may be placed on a user's device during a session.

<span class="mw-page-title-main">HTTP referer</span> HTTP header field

In HTTP, "Referer" is an optional HTTP header field that identifies the address of the web page, from which the resource has been requested. By checking the referrer, the server providing the new web page can see where the request originated.

Clean URLs are web addresses or Uniform Resource Locator (URLs) intended to improve the usability and accessibility of a website, web application, or web service by being immediately and intuitively meaningful to non-expert users. Such URL schemes tend to reflect the conceptual structure of a collection of information and decouple the user interface from a server's internal representation of information. Other reasons for using clean URLs include search engine optimization (SEO), conforming to the representational state transfer (REST) style of software architecture, and ensuring that individual web resources remain consistently at the same URL. This makes the World Wide Web a more stable and useful system, and allows more durable and reliable bookmarking of web resources.

In Internet marketing, search advertising is a method of placing online advertisements on web pages that show results from search engine queries. Through the same search-engine advertising services, ads can also be placed on Web pages with other published content.

<span class="mw-page-title-main">Geotargeting</span> Website content based on a visitors location

In geomarketing and internet marketing, geotargeting is the method of delivering different content to visitors based on their geolocation. This includes country, region/state, city, metro code/zip code, organization, IP address, ISP, or other criteria. A common usage of geotargeting is found in online advertising, as well as internet television with sites such as iPlayer and Hulu. In these circumstances, content is often restricted to users geolocated in specific countries; this approach serves as a means of implementing digital rights management. Use of proxy servers and virtual private networks may give a false location.

Web performance refers to the speed in which web pages are downloaded and displayed on the user's web browser. Web performance optimization (WPO), or website optimization is the field of knowledge about increasing web performance.

References

  1. ↑ Jeffay, Kevin. "Tracking the Evolution of Web Traffic: 1995-2003*" (PDF). UNC DiRT Group's Publications. University of North Carolina at Chapel Hill. Archived (PDF) from the original on 2012-05-13. Retrieved 2012-02-20.
  2. ↑ Miller, Rich (2004-10-26). "Bush Campaign Web Site Rejects Non-US Visitors". Archived from the original on 2011-02-19. Retrieved 2004-10-28.
  3. ↑ "Denial of Service". Cert.org. Archived from the original on 7 June 2012. Retrieved 28 May 2012.
  4. ↑ Vranica, Suzanne (23 March 2014). "A 'Crisis' in Online Ads: One-Third of Traffic Is Bogus". Wall Street Journal. Archived from the original on 16 September 2017. Retrieved 3 May 2017.
  5. ↑ "36% Of All Web Traffic Is Fake". Business Insider. Archived from the original on 7 April 2017. Retrieved 3 May 2017.
  6. ↑ "We're Halfway to Encrypting the Entire Web". Electronic Frontier Foundation. 21 February 2017. Archived from the original on 31 March 2021. Retrieved 3 May 2017.
  7. ↑ Finley, Klint (31 January 2017). "Half the Web Is Now Encrypted. That Makes Everyone Safer". WIRED. Archived from the original on 3 March 2021. Retrieved 1 May 2017.
  8. ↑ "What is Hypertext Transfer Protocol Secure (HTTPS)?". SearchSoftwareQuality. Archived from the original on 2022-08-08. Retrieved 2022-08-08.

Bibliography

This page is based on this Wikipedia article
Text is available under the CC BY-SA 4.0 license; additional terms may apply.
Images, videos and audio are available under their respective licenses.