More Web Traffic doesn’t always mean Better Web Traffic

- October 3, 2015

web traffic Some website owners obsess over web traffic. They’re under the mistaken impression that more always means better, better for advertising revenue and better for search visibility. The only things that are guaranteed to be better with are statistics and metrics. If non-human visitors aren’t filtered from them, they’re practically worthless when it comes to assessing the value of the web traffic. Some non-human and even some human web traffic has to be blocked or it’ll actually have a negative impact on advertising revenue and search visibility.

Web Traffic and Advertising Revenue

Since I use Google AdSense, I’ll use it as an example. If you don’t block them, you’ll get a lot of web traffic from China, Russia, Ukraine and South Korea. Some of it is nothing more than bots. Some of it consists of humans attempting to do no more than spam comment sections. Some of the bots execute JavaScript and appear as humans in various statistics.

The web traffic I’m talking can’t or won’t click on advertising banners and text links. If they’re not blocked, the Google AdSense click-through rate will be horrible, below the average of 1 to 3 percent. I’m told it doesn’t affect AdSense revenue but experience tells me otherwise.

Web Traffic and Search Visibility

Some of the extra web traffic will appear as impressions only, some will appear as click-throughs and some won’t appear at all.

The goal should be to have lower impressions and more click-throughs. Impressions count the pages that appear on search engine results pages and that’s it. They serve no other purpose. Click-throughs count visitors, human or otherwise.

What I Block

I block specific countries, countries where English isn’t even considered a second language. I’m talking about countries like China, Russia, Ukraine and South Korea. That web traffic never clicks on anything and most of it is either spam attempts or vulnerability scanning.

I also block specific hosts. One example is anything mounted by XT Global Networks. Another is anything mounted by InterConnects. I find that information by looking at the RIPE whois for specific IP address ranges.

I scan my access log every day, looking for IP addresses doing what they shouldn’t be doing.

I don’t outright block a lot of ranges outside of the specific countries I block. Since a lot of that web traffic is comment spam attempts, I merely prevent it from being able to comment.

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