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Get more than just "a presence" on the Internet
Get more than just "a presence" on the Internet By David Leonhardt The water purification salesman had been talking to us for what seemed like hours. During a lull in his monologue, I asked if he had a website. "Yes. In fact, we are the only...
One of the 'Golden Rules' of Internet marketing....
Copyright 2005 Richard Grady In my opinion, one of the 'Golden Rules' of Internet marketing has to be the following: 'Once you have uploaded a website, you should leave it online forever - even if it is only making you a couple of dollars a...
The Best Kept Secret on the Internet
Copyright 2005 Romel Wallace What is the Best Kept Secret on the Internet? This is a very good question. It really isn't a secret at all. Many people just really don't realize the power of the Internet. It is one of the most powerful marketing...
The right Internet marketing articles strategy is a game of links
Do you know the secret or internet marketing strategy behind the phenomenally high traffic that blogs enjoy in general in comparison to websites? It really should not be a secret but if you examine the successful blogs you will find that they have...
What can make You a Fantastic Internet Marketeer?
You've probably know many answers to this question: a good marketeer palces links, bad one - don't, good one makes surveys, bad one - don't, etc. All of these answers are right, but there is one key difference. I'm gonna share it with you....
 
Summer’s Internet Traffic Jam

Summer is finally here, and while for many, summer implies barbeques, school-break, vacations and trips to the beach; for most Internet businesses, summer implies slower traffic.

For an online business, traffic is paramount. Without it, conversions drop off, ROI’s dwindle and businesses can fail. In the United States, netScore reported that seventy-four percent of the top 50 Internet properties experienced less traffic between May and June of 2001. A big reason for this huge reduction is the decrease in at-school Internet traffic. Visitor traffic from at-school computers, which represented almost 8% of U.S. Internet traffic in May, began declining as summer vacations started and decreased 40.5% in June compared to May. Traffic doesn’t see an increase until mid-August. This means that for nearly four months, online sites are not seeing the traffic they so desperately need.

International Web usage is seeing declines in the summer months as well. Between mid-May and July of 2002, Russia reported a twenty-percent decline in summer Internet usage. Sweden saw its summer traffic stifled by eighteen-percent as early as July 1999, and many other countries around the world are feeling the hit of summer traffic reductions as well.

Seasonal traffic fluctuations are a recent phenomenon. The first few years of Internet usage saw such rapid growth in both the number of users and the number of pages visited, that seasonal variations were hardly noticeable. In recent years, however, Internet growth rates have slowed dramatically as the United States and the


rest of the world crawls towards the user saturation point.

While most sites see drastic reductions of traffic from May to August, certain summer-oriented sites tend to be protected from the summer burn. May, June and July kick off the blockbuster movie season, drawing millions of visitors to Cinema sites. According to movietickets.com, traffic to their site rose 66% to 600,000 visitors and Twentieth Century Fox Film reported that web site traffic jumped 26% to 372,000 visitors. For the lucky few online Cinema sites, summer’s heat fires up traffic.

Weight loss and travel sites have also seen increased summer usage in the past as people try to slim down before venturing to the beach.

As noted above, Internet traffic regains strength beginning in mid-August. E-commerce and apparel site usage increases dramatically with back-to-school sales, and by September, vacationing begins to decline and general Internet usage rises to normal levels.

The important thing to note for online businesses is that decreased traffic doesn’t necessarily have to mean decreased profits. Make the most out of summer Internet traffic and prepare your site for fall and winter traffic increases. Now is the perfect time to update and optimize your site.


About the Author

Rob Young, Manager of Natural Optimization and Creative Director of full-service interactive marketing and advertising agency UnREAL Marketing Solutions, has been with the company since its inception in 1999. Young oversees the Natural Optimization and Creative departments.

 

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