Web Traffic

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Web traffic is the amount of data sent and received by visitors to a web site. It is a large portion of Internet traffic. This is determined by the number of visitors and the number of pages they visit. Sites monitor the incoming and outgoing traffic to see which parts or pages of their site are popular and if there are any apparent trends, such as one specific page being viewed mostly by people in a particular country. There are many ways to monitor this traffic and the gathered data is used to help structure sites, highlight security problems or indicate a potential lack of bandwidth — not all web traffic is welcome.

Some companies offer advertising schemes that, in return for increased web traffic (visitors), pay for screen space on the site. Sites also often aim to increase their web traffic through inclusion on search engines and through Search engine optimization.

[edit] Measuring web traffic

Example graph of web traffic at Wikipedia in December 2004Web traffic is measured to see the popularity of web sites and individual pages or sections within a site.

Web traffic can be analysed by viewing the traffic statistics found in the web server log file, an automatically-generated list of all the pages served. A hit is generated when any file is served. The page itself is considered a file, but images are also files, thus a page with 5 images could generate 6 hits (the 5 images and the page itself). A page view is generated when a visitor requests any page within the web site a visitor will always generate at least one page view (the main page) but could generate many more.

Tracking applications external to the web site can record traffic by inserting a small piece of HTML code in every page of the web site.

Web traffic is also sometimes measured by packet sniffing and thus gaining random samples of traffic data from which to extrapolate information about web traffic as a whole across total Internet usage.

The following types of information are often collated when monitoring web traffic:

The number of visitors.
The average number of page views per visitor a high number would indicate that the average visitors go deep inside the site, possibly because they like it or find it useful.
Average visit duration the total length of a user’s visit. As a rule the more time they spend the more they’re interested in your company and are more prone to contact.
Average page duration how long a page is viewed for. The more pages viewed, the better it is for your company.
Domain classes all levels of the IP Addressing information required to deliver Webpages and content.
Busy times the most popular viewing time of the site would show when would be the best time to do promotional campaigns and when would be the most ideal to perform maintenance
Most requested pages the most popular pages
Most requested entry pages the entry page is the first page viewed by a visitor and shows which are the pages most attracting visitors
Most requested exit pages the most requested exit pages could help find bad pages, broken links or the exit pages may have a popular external link
Top paths a path is the sequence of pages viewed by visitors from entry to exit, with the top paths identifying the way most customers go through the site
Referrers; The host can track the (apparent) source of the links and determine which sites are generating the most traffic for a particular page.
Web sites like Alexa Internet produce traffic rankings and statistics based on those people who access the sites while using the Alexa toolbar. The difficulty with this is that it’s not looking at the complete traffic picture for a site. Large sites usually hire the services of companies like Nielsen NetRatings, but their reports are available only by subscription.

[edit] Controlling web traffic
The amount of traffic seen by a web site is a measure of its popularity. By analysing the statistics of visitors it is possible to see shortcomings of the site and look to improve those areas. It is also possible to increase (or, in some cases decrease) the popularity of a site and the number of people that visit it.

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