What is traffic temperature and why is it the most important indicator for SEO?

When it comes to getting leads from your site, you have two main goals:

• attract more people (traffic);
• increase the percentage of calls (leads) to the company (website conversion).

Traffic is divided according to the degree of interest of visitors in purchasing your product. This degree of readiness is called the “temperature” of the traffic.

In a general context, we can distinguish between targeted and non-targeted traffic. However, this approach does not always help to fine-tune interaction with visitors, since work strategies depend on how “warmed up” the traffic is.

Types of traffic

Hot (most valuable)

Hot traffic is users who are ready to buy. They know about the product, understand how it will solve their problem, and, importantly, have already chosen the product. Now they just need to find a company from which to purchase this product.

Such users can search the site using the following queries:

• product + selling additive (words showing intention to buy, for example: “buy”, “order”, “purchase”);
• product + city (for example, “plastic windows in Moscow”);
• product + place of purchase (for example, “plastic window store”).

Examples of hot queries for the topic “plastic windows”: “buy plastic windows”, “order PVC windows”, “plastic windows in Moscow”, “plastic window store”.

Warm

Warm traffic is users who are interested in a product but have not yet made a final purchase decision. These queries can indicate both interest and intent to purchase in the future. For such requests, a separate advertising campaign is created in order to correctly track statistics and adapt the promotion strategy.

Examples of warm requests for plastic windows: “plastic windows”, “windows for an apartment”, “window company”, “Rehau windows”.

Cold

Cold traffic is users who are in your target audience, but do not yet show interest in the product. They are not looking for your product, but are looking for solutions to other problems that may be associated with it. These are information requests, for example: “how to change a plastic window”, “what are plastic windows”, “why do windows condense in winter”, etc.

Common Mistake

Many SEO newbies make the mistake of measuring traffic temperature incorrectly. For example, for an online clothing store, the query “women’s clothing store” is not a hot one. Why? Because the user has not yet selected a product - he is looking for a product category, not a specific product. The query should be more specific, for example, “buy women's yellow blouse” or “buy women's fitted blouse.” This is a more targeted request, which can be classified as hot, since the user is almost ready to buy.

What gives a clear understanding of the type of traffic?

Each type of traffic requires an individual approach. This is important not only for optimizing landing pages, but also for the correct promotion strategy, including bids in contextual advertising. Direct sales are possible for hot and warm traffic - here users already know what they want. The only difference is in the rates: for warm traffic they are usually lower, since the volume of such requests is greater.

Cold traffic requires a more complex approach, because you first need to “warm up” the audience. You can’t just sell right away; you must first explain why the user needs your product and how it can help in solving their problem.

Several strategies are used to work with cold traffic:

• Two-step sales: This approach is used for products that are already familiar to the audience. The user is first directed to a product information page and then to a sales page. The goal of the first is to “warm up” the audience, turning cold traffic into warmer traffic, and then make a sale.
• One-time sales: This is the traditional “head-to-head” sales method. The user goes to a page with a general offer, where he is interested in the problems and benefits of the product. The goal is to quickly interest the user and immediately offer him a product.
• Multi-step sales: Approach for complex and expensive products. First, the user is shown several steps of the product and its benefits, after which he ends up on the final offer page, ready to purchase.

Why is traffic temperature important for SEO too?

Many SEO and PPC specialists focus on increasing traffic without considering the type of traffic. The result is an increase in traffic, but not conversion. This happens if the traffic is predominantly cold, and there is no proper work to warm up the audience.

The correct approach is:

• We bring hot traffic;
• Expanding the semantic core of hot queries;
• Adding warm traffic;
• Expanding the semantic core of warm queries;
• We bring cold traffic.

This strategy allows you not only to increase the number of visitors, but also to increase sales by ensuring a stable flow of leads.

Develop your business, expand its scale, and don’t miss out on opportunities. If you have questions, contact the SEO studio for advice.

You can write to the SEO studio "SEO COMPUTER" with any question at email info@seo.computer.

ID 9506