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Volume : 5 | Issue : 5 | May 2016 ISSN - 2250-1991 | IF : 5.215 | IC Value : 77.65
547 | PARIPEX - INDIAN JOURNAL OF RESEARCH
Research Paper
An Overview of Organic Traffic To Websites Through
Social Media
Mr. Abhijit Vhatkar
Asst. Professor – Sadhu Vaswani Institute of Management Stud-
ies, Pune
KEYWORDS
Organic Traffic, Social Media Marketing, Traffic Generation for Website
ABSTRACT
Use of internet & websites is very common in today’s digital era. Most of the public & private organizations have their
websites. Since last decade organizations started using websites for business. In this decade most of the businesses
developed their business around websites. This means website is a core of their business. Competition is increasing day
by day between websites. For being ahead in competition, spending money for online marketing is easy way. But most of
organizations can’t afford to pay for traffic (visitors) to their websites. Hence it is necessary to generate free traffic to their
websites which is known as ‘Organic Traffic’. Organic traffic can be generated by various ways but this research focuses on
organic traffic generation through social media sites. This research consider Facebook, Twitter, YouTube etc social media
sites.
Management
Introduction:
In today’s digital era when world is connected digitally there
may be hardly any literate person who doesn’t know about
websites. According to www.thecultureist.com there are 3.4
Billion unique internet users worldwide, who use websites.
‘World Wide Web’ is commonly addressed as ‘www’. It was
created by British CERN physicist Tim Berners – Lee in 1990.
On 30th April 1993 World Wide Web was made freely availa-
ble to use for all people. World’s first website was info.cern.
ch. This was launched online on 6th August 1991 within the
border of France. Today there are more than Billion websites.
According to Wikipedia, ‘Website is collection of related pag-
es, including multimedia content, typically identified by a do-
main name & published on at least one web server’.
During the starting phase of Internet & websites, websites
were mainly used by big public & private organizations. These
websites were focused on providing information about organ-
ization. Websites were considered as a source for getting ba-
sic knowledge about organizations & nothing else. But with
the time; scenario changed & now a day’s websites are not
only used for information gathering but also used for commu-
nication, social networking, entertainment, selling products &
services, generating new leads, brand building, customer en-
gagement etc.
According to world’s leading website rating site www.Alexa.
com , top 10 websites in world are
www.google.com
www.youtube.com
www.facebook.com
www.bindu.com
www.yahoo.com
www.wikipedia.com
www.amazon.com
www.qq.com
www.twitter.com
www.google.co.in
This list contains search engines, social networking websites,
online retail website, entertainment website & informative
website etc. This shows there is variety of website themes &
website is no more only information providing place.
Scope for use of websites emerged with time. This attracted
people & organizations all over the world to launch new web-
sites. As people started introducing new websites, it started
competing with each other. Today there are millions of web-
sites on same themes.
For being ahead in website competition it is necessary to gen-
erate traffic on website. This can be done through paid mar-
keting activities online. But that can’t be affordable all the
time to all the organizations. So, there is need of free website
traffic.
Objectives of the study:
• To understand concept of organic traffic
• To know various methods of generating organic traffic
through social media
Research methodology:
This is a secondary research focuses on secondary information.
Information is taken from websites, books etc.
Organic Traffic:
Organic Traffic is traffic got through unpaid search results. In
simple language organic traffic is website hits got through un-
paid marketing activities on internet. Website owner need not
to spend money to get traffic.
As anybody can understand spending money to get traffic is
simplest & easiest way. But it has its limitations. Not many or-
ganizations afford it & even if they afford it cost them huge.
Only few can pay for traffic continuously for longer time.
This causes need for traffic generation without spending mon-
ey. Organic Traffic can be a best solution for this. This research
focuses on organic traffic generation through social media.
Social Media websites allow individuals & organizations to
share information & communicate with each others. Three of
world’s top ten websites are social media websites. Two billion
people use social networks.
Graph1 . Time Spent on Social Networking
Volume : 5 | Issue : 5 | May 2016 ISSN - 2250-1991 | IF : 5.215 | IC Value : 77.65
548 | PARIPEX - INDIAN JOURNAL OF RESEARCH
People spend 28% of their time on internet to use social me-
dia. The average time spent on social media user/day is 103
minutes. This is the scope for marketers to engage social me-
dia users & generate organic traffic.
Following methods can be used to Organic Traffic generation:
Through Facebook :
According to Alexa website rankings, Facebook rank third
among top ten websites in world. It is having more than Bil-
lion registered users. Following methods can be used to traf-
fic generation through Facebook.
Fan Page: Facebook fan page is a must for any website. It
should be with same or similar name of website. Users can
join page by liking the page. Photo, video, links, news, an-
nouncements can be shared through page. Users can watch,
like, share on the content.
Share Pictures: Attractive pictures of products, offers etc can
be shared on fan page. When users see this they get attracted
to it & search for the website.
Share Links: This is most important method. In this method
website links can be shared on fan page. Users see these links
& when they click on links they will redirected towards web-
site.
Share Video: Entertainment websites like www.tvfplay.com
can use this method. In this method new videos can be shared
on fan page. When users click on video either they see the
video or they will be redirected to website to see video.
Share News: Social media has huge reach amongst people so
it can be used as to share news. Most of the private & pub-
lic organizations share news on Facebook these days. As soon
as user read any interesting news they will search & visit the
website.
Make Announcement: This method can be used to make
important announcement. Here announcement can be made
on Facebook in short. When users read announcement they
will visit website to know more about it.
Personal Profiles: Individuals can use their personal profiles
for generation traffic. Famous personalities can use this meth-
od more effectively. These people may have large numbers of
followers. When these famous personalities share any picture,
link, video, news etc more & more people start searching for
the website.
Through Twitter
According to Alexa website rankings, Twitter rank Eighth
among top ten websites in world. It is having more than Bil-
lion registered users. It can be used for generation of traffic
similar to Facebook. Most of the methods used in Facebook
for generating organic traffic can be used in Twitter. Apart
from that following methods can be used.
Twitter Handle: First & basic step is to create a Twitter han-
dle. It is nothing but a Twitter account which can be same or
similar name of website for which organic traffic is required.
It is important to have name of Twitter handle similar to web-
site. Because similar name remind users about website & they
will not get confuse.
Hash tags: It is most important method on Twitter. While
posting any tweet ‘Hash tag’ symbol can be typed with the
word which may be important or interesting for users. When
other Twitter users search for that particular word on twitter
they will see that particular tweet. It is recommended that
hash tag must be used in every tweet. Hash tag should be
typed with the world which is essence of the tweet.
If we take example of apparel website, while making tweets
hash tag can be used with the word fashion or cloths. When
people make search for fashion or clothing on twitter that
particular tweet will appear.
Use of @ Mentions: By using ‘@ Mentions‘ tweet can be tar-
geted to particular tweeter account. This can be used to con-
vey messages to influencers. If influencers retweet, then the
tweet can be seen to his followers. This can cause traffic to
website.
Contest: Simple contests can be organized on Twitter han-
dle like guess the person/ product, what is the correct answer
etc. When users submit their answer they will be redirected to
website for knowing right answer.
Through YouTube:
YouTube is a video sharing portal where users can upload,
watch, like, share videos. Broadcasting live session is also a
feature. According to Alexa website rankings, YouTube rank
second among top ten websites in world. It is having more
than Billion registered users. Traffic generation through You-
Tube is different than Facebook & Twitter.
Following methods can be used to traffic generation through
YouTube.
Story Telling: Every individual or organization has its story &
people like to hear stories. YouTube video is a great way to tell
story behind creation of organization or website etc. If people
like the story, find it interesting then they can share the video.
This will result in increase of web traffic.
Information Spreading: YouTube can be used for spreading
information about product, service, organization, website etc.
Informative video, customer testimonials can be uploaded on
YouTube which will motivates users to visit website.
Product Launch: Whenever any new product get launch on
website, it can also be launched on YouTube. This YouTube
product launch will create curiosity amongst users & motivates
them to visit website.
Product Promotion: Product, service, website can be promot-
ed through YouTube videos. It can be promoted by actually
using it in the video. A good example of this method is www.
commanfloor.com which was promoted by TVF in their web
series Permanent Roommates.
Conclusion:
In today’s digital world use of internet & website is a must for
each & every organization. Many of the business are based on
website & there is a huge competition between various web-
sites. Attracting customers through paid marketing activities is
not possible & not affordable to all organizations, all the time.
So it is very much important to attract customers to website
through unpaid search result which is ‘Organic Traffic’.
Organic Traffic can be generated through various methods.
Generating traffic through social media is easy as compare to
other methods. Facebook, Twitter, YouTube can be employed
for generating organic traffic to websites.
Use of these social media sites is free & easy to understand.
One or more social media sites can be used at a time for gen-
erating traffic. If proper methods followed then huge organic
traffic can be generated without much effort. Hence we can
conclude that use of social media sites is important & must
be done to generate organic traffic by websites from all seg-
ments.
References:
1. http://www.statista.com/statistics/272014/global-social-networks-ranked-by-
number-of-users/
2. http://www.adweek.com/socialtimes/time-spent-online/613474
3. http://blog.wishpond.com/post/54926252742/12-formulas-how-to-use-twit-
ter-to-drive-traffic-to
Volume : 5 | Issue : 5 | May 2016 ISSN - 2250-1991 | IF : 5.215 | IC Value : 77.65
549 | PARIPEX - INDIAN JOURNAL OF RESEARCH
4. http://www.internetlivestats.com/internet-users/
5. https://en.wikipedia.org/wiki/Tim_Berners-Lee
6. https://blog.monitorbacklinks.com/seo/increase-organic-traffic/
7. http://www.internetlivestats.com/total-number-of-websites/
8. http://www.alexa.com/topsites