There are numerous factors to consider when evaluating the potential commercial success (i.e. profitability) of a website. A few of these include content, quality of the content, items being marketed, appearance, etc. I could go on forever about the various website building blocks needed in order to be successful, but without traffic (visitors), no website is going to be profitable.

You may think that the site you have created is top-notch, but if the only ones visiting it are your family and friends then chances are very good that you’re not going to make many sales (or whatever it is your site is designed to accomplish).

So how, as a Webmaster, do you tackle the seemingly huge task of getting traffic (that’s so vitally important to your success) driven to your site? To answer that, we first need to look at two types of visitor categories:

Non-targeted: A non-targeted visitor is defined as a person that is not truly interested in, or searching for, what your site offers. They may have stumbled across your site while searching for something else. While they may or may not purchase goods/services from your site, it should be assumed that they were not actively searching for what you’re marketing.

Targeted: A targeted visitor to your website would be a person that found your page using some type of search parameter. This person would have been actively searching for the content that your site offers. This person is much more likely to purchase from your site than the non-targeted visitor. Obviously, targeted traffic is what a website owner needs in order to be profitable.

Now here is the dilemma of the day: How do you generate traffic and then how do you determine if that traffic is targeted or non-targeted? Below I have listed some of the major ways of driving traffic to your website along with the type of visitor to expect from each one.

Search Engines: If you have optimized your site correctly, visitors you receive from the major search engines such as Google, MSN, and Yahoo (and many of the lesser engines) should be targeted to your site. These people have actively searched out the keywords that have led them to your page. The best thing about this traffic is that it is free.

The downside of generic search engine traffic is getting your site ranked high enough so that people actually find your site. Most people will not look much beyond the first three pages of search results. So if you are not in the top thirty results for a certain keyword, the chances are good that you’re not going to see much traffic from them.

Pay-Per-Click (PPC): Pay-per-click, much like the generic search engine results discussed above, should be highly targeted traffic. The basic premise with PPC is that you place your ad with the different search engines, directories, etc. and then they distribute your ad according to your selected keywords. When a person clicks on your ad, you pay a set price. When done correctly, PPC can be an excellent way of driving targeted traffic. The downside of PPC is that you pay for every single click. Though many of the top PPC companies allow you to set up a monthly budget, it can still become very expensive.

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