Organic traffic is all traffic to your website by visitors who found you through clicking on a regular listing in a search engine, rather than a link in an email or on someone else’s site or through clicking on paid advertising.
The Organic Traffic section compares your site’s performance in the listed month to its performance in the same month one year earlier. We use this comparison to avoid misleading data due to seasonal variation.
This section of your report focuses on the results of your SEO. There will be additional improvements to many of the metrics given here if CRO is also being carried out; the two services are more effective together.
This measures the number of individual sessions. A session is a single visit to your site.
Any visit counts as one, so visitors who check multiple pages, sign up to a newsletter, and request a callback and visitors who leave shortly after arrival are both measured in this list.
A unique visitor is a single user. This number will always be lower than the number of sessions for the same period as at least some visitors will return for more than one session. However, this is a useful measure of how many different people are currently seeing your website.
This is the percentage of visitors who left your site on arrival without taking any other action. The rule of thumb is that lower bounce rates are better as visitors will take further actions (and not bounce) if they’re engaged; however, if the goal of an individual search was to find information that’s prominently displayed, the user won’t need to take other actions. This can be good! Your Account Manager will be able to clarify how this metric’s performance should be interpreted according to your business’s goals.
This is a measurement of how long visitors spend on your site in a single visit, on average.
Pages Per Session
This is a simple measure of the number of different pages a visitor goes to during an individual session. E-commerce sites in particular will be better off with a high Pages/Session as it represents users browsing and building engagement; clients offering few products, or who are providing a service, may be better off with only a few Pages/Session, as for them the increased page numbers may indicate users being unable to find what they’re looking for.
Page Load Time
At the time of writing, studies indicate that pages which take longer than 2 seconds to load lose a significant percentage of visitors immediately – they exit out and try another page. By monitoring load time and taking steps to reduce it, it’s possible to greatly improve visitor engagement.
The amount of time visitors are willing to wait for a page to load has only reduced over time and may fall further as technology improves.
If you’re concerned with your site’s performance on desktop or mobile, please ask your Account Manager why its performance is currently poor and what measures will be taken to change this.