If you are in the process of creating a digital marketing strategy or reviewing your current one, you may already be familiar with the terms “audience” and “traffic.” But do you know what they mean? Or, more specifically, do you know what the difference is between audience and traffic? In this blog, I will break both elements down to help you better understand what you should be looking out for.
Traffic is how often or with what frequency people are coming to your page or which pages are the most popular. You can think of traffic in terms of what pages attract the most people, how many hits you get to your website every week or month, and how popular your pages are. You should use this information to track how frequently people are coming to your site, whether that number is growing over time or shrinking, and determine what you can do differently to improve the quality of your website to bring in more traffic.
On the other hand, the audience refers to who is coming to your pages, not how frequently they are coming. Your audience will tell you a lot about what people are looking at or searching for when they come to your website. Audience data can also show you what kind of devices your pages are being viewed on. Are people using a cell phone to find you or a desktop? Are they on iPhones or Android devices? Are they using a tablet? This information may seem unimportant but is essential for ensuring your website is optimized for the sources you are getting the most visitors from.
While there are apparent differences between audience and traffic, the two types of data often go hand in hand. Audience information can tell you where your traffic is coming from geographically and when they are accessing your content. If, for some reason, you are getting a lot of hits from China, for example, these may not be authentic clients that you are trying to attract.
There will be people that use algorithms or programs that are set up to click on every single site they come across automatically. Because of this, you will want to make sure that you look into your audience to see who is coming to which pages and what kind of audience they are. Are they there for a legitimate purpose, such as looking for legal services? Anything that appears abnormal, you can look at more closely and eliminate as being genuine traffic.
At Small Firm Legal Marketing, we understand there are many moving parts and complex ideas that go along with digital marketing strategies. Whether you are already an SEO expert or just starting to build your website, we can provide you with the guidance you need to enhance your opportunities for success.
Contact us today to learn more about what the differences are between audience and traffic and other applicable legal marketing techniques.
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