Benefits of targeted traffic for unique visitor traffic

If you run a website you definitely want it to get more targeted visitors and higher conversions.
For this to happen, you want the website to be highly valued and properly categorized by various systems including Search engines, Rating services such as Alexa or industry-specific aggregators, and of course by the end users themselves.
The good news is that opinions of different players normally correlate with each other, i.e. if Google ranks you high by relevant keywords, this probably means Alexa will also rank you high, and users will value your website and convert at a high rate.

The bad news is that different players consider different criteria. For example:

  • Alexa does not care about your search query relevance.
  • Google will not rank you if you forget to give the crawlers access through your robots.txt, even if users love your website and Alexa ranks it like Amazon (OK, that sounds like science fiction but from practice, lots of website owners fail to manage their robots.txt properly and get poor results).
  • Users will not forgive you if you fail to keep your promises, for example give them outdated bonus codes. If you disappoint them, this will spoil your rankings, not immediately though.

Some definitions

Unique visitors are defined as the actual number of individual users who have hit your website within the reporting period, no matter how many times and from what devices or browsers.
Aa for the reporting period, Google keeps it flexible, i.e. it’s up to you to select the period that you want the data for.
For Alexa, it is one day, and the data is aggregated through the rolling period of 3 months, one user can thus become your unique visitor 90 times within this period.
The number of unique visitors is officially one of the two major ranking criteria for Alexa rank (read our article about Alexa rank and targeted traffic here). Google counts unique visitors, which you can monitor with Google Analytics, but the weight of this parameter is much lower in Google’s ranking.
Now, simply generating website traffic and maintaining it is not enough. To stay high on the rankings, it should be growing, which can only happen through new unique visitors within the period in question.
High unique visitor traffic improves the website’s positions on search result pages. As a result, you get ever more unique visitors and hopefully conversions. They also raise your website’s credibility through pageviews, engaging with multimedia, and sharing your content.

Targeted traffic stands for users who come to your website deliberately to get what it has to offer them. We have discussed it in detail in another article.
Targeted visitors’ behavior, namely how frequently they show up on your website to support your unique visitor traffic depends on its topic and function. If you run an online gaming website your targeted visitors will return daily and spend hours on site. If you sell cleaner-dryers online, each targeted visitor will show up a few times while selecting and purchasing the device, and then forget about your website for 5 years.
If your website is more like the latter, you can think of ways to make it attractive for target visitors to return more often. For example, offer them pads, brushes, filters, as well as useful content on home comfort and childcare (as children play on carpets cleaned by your devices, don’t they:)).

What’s special about targeted unique visitors?

Unique visitors can be targeted or random, and they count equally well as uniques, but the difference between them is behavior:

  • Random visitors come and go, while targeted visitors engage with your website, click through plenty of pages, thus raising the second criterion for the Alexa rank as well as improving behavioral factors for Google ranking;
  • Random visitors come from all kinds of backgrounds, locations, sources (where you can be found), thus making your traffic look sporadic for search engines. On the contrary, targeted traffic is characterized by certain parameters: they may be all coming from your town (which Alexa notices), or show similar interests (which Google counts), or find you through one source. This all helps you to get even more targeted traffic, because now Google knows that your website should be shown to those who are normally interested in this and that or live in that town;
  • Random visitors don’t demonstrate consistent behavior and persistence. Some marketing activity like an attractive display ad may drive lots of unique visitors, but if the credit goes to the boobs on your display ad instead of a meaningful offer most of them will never come back. More boobs - more visits, but hey, we’re also after behavioral factors, and they are sure to plunge. To make them soar you have to engage people with strong offers, helpful content and long-term serial interaction.
    Note: if boobs are your business, we envy you, but in fact, any product can be presented in an appropriately sexy way, as real solutions to actual needs is what excites people.

To sum it up, getting unique visitors is important, but what makes the difference is their behavior. If you want to capitalize on the crowds of users attacking your website you must take care of increasing targeted traffic because it demonstrates engagement, behaves consistently, and is easily categorized. Last but not least, it converts!