Website traffic is one of those metrics small business owners use to determine if their website is “working” — along with the number of inquiries, leads or sales they get from it. Traffic is also a metric that gets a lot of hype; you can find millions of articles explaining how to increase website traffic.
In addition to looking at your own traffic, you can use tools that tell you how much traffic your competitors are getting. When small business owners see this information, they get concerned because generally, the traffic numbers are sometimes very high — or at least higher than what they’re getting.
As one business owner said, when an agency presented competitor traffic data to him, “All I could think, when I saw the data, was, ‘They’re eating our lunch’ in terms of sales.”
In my column for Search Engine Land, 3 Reasons You Can Safely Ignore Your Competitors’ Traffic Metrics, I explain why these tools don’t tell the full story. They don’t tell you, for example, whether the traffic is the right kind of traffic or if the traffic is resulting in inquiries. And, they certainly don’t tell you if the business is meeting its sales and marketing KPIs.