This site, along with the second set of readings: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35769, kicks off our readings for Search Engine Optimization, or SEO. It is explained by the third reading: http://www.anvilmediainc.com/search-engine-marketing-resources/search-engine-marketing-glossary, which should probably be the first one you read if this is something unfamiliar to you. Also if marketing in general is unfamiliar, as it’s fairly extensive.
The gist is simple: businesses need to know who is coming to their sites, and why, and with that, they need to know how to drive other people to their website. They can do this through adding terms and links to their site that increases their likelihood to pop up in a search result. By flushing out their site to include more SEO favorable options, more people are likely to see their site.
With that, its important to know how and why people came to your side, and a lot of people offer options to measure and refine this process for you. For instance, if you sell coffee, it would be important to know if people found your site via “roasted goodness” or “hot nuts.”
The importance of why you should do this comes from revenue. Are you a site that makes money from advertising or from products sold? Knowing who visits your site, how many times, and why, allows you to reform your advertising on the site to better target them, and your marketing budget elsewhere to attract more people.
My questions are simple. 1. Unless you’re making a sizable profit off the site, why spend the money to care? Google is so effective these days, if I want to find a local site for X or Y, Google automatically can narrow that down for you without much effort.
2. If you’re a large company that has a large online presence….why spend the money to care? People will find your site if you have a lot of traffic already, via word of mouth or reviews, or the fact that Google will rank you higher if you already receive a lot of traffic.
I guess my point is…there aren’t a lot of times when you’d really need to worry about where the traffic comes from, so long as it does. That said, if you don’t get any traffic, it would be important to know why.