The aim of a website is generally to provide a window of one’s offers on a platform where a good deal of people can get access. A website is nothing more than a ‘storefront,' in a way, providing a catalog of products, services, and information, depending on the area of expertise of the one behind the site. The general aim then is to get the maximum number of people to view this window, be interested in its content, and then make them loyal followers who will come back repeatedly to the site.
In the jargon of the cyber world, these ‘visits’ can be termed traffic. Traffic, in everyone’s minds, shows how many people are coming from a site, a good indicator of its popularity and content relevance. Traffic is actually more technical, explained as the amount of data sent and received by visitors to a site, and not exactly as the number of visitors. Though both definitions can be considered the same, giving an idea of the popularity of a site, traffic is thus a very good indication of whether a site is thriving or failing.
Traffic is usually the first indicator of whether a site is attracting visits or not, and as such, is a basis for advertising ventures with sites. Given that advertising helps site owners financially, regular traffic ensures they will be considered for advertising proposals--or that they will earn more from current advertisers (by increasing views and clickthroughs).
Through traffic, owners can also see which pages are more popular and which are less visited, helping to know where their strengths and weaknesses lay. This data can further help them to determine trends on the site and tailor their offers accordingly by remaining one step ahead of the game.
Thus, generating traffic and increasing it is a major concern of site owners. Whether a site caters to marketing products or to providing information on a specific topic, traffic will be the general indicator of its success and popularity, and consequently, of its survival - survival of the fittest on the Net referring to the site that receives the best traffic.
Consequently, the aim of sites is to increase traffic. This differs slightly depending on the type of site. Marketing sites, provided by Internet marketers and Internet business owners, will want to increase their traffic to get more unique visitors and also to keep their returning visitors, ensuring that the products they offer are seen and considered by a wider number of potential clients. Content sites, for marketers and Internet business owners that offer information on a narrowly-defined topic and that generate revenue through advertising, will want to increase the number of page views (and, thus, click-throughs) of the site so as to increase the scope of penetration of their content.