Internet Traffic normally declines during summer months
April 8, 2010
It’s worth noting that since the mid-1990′s internet traffic has generally trended down during the summer. For many of us online marketers, search and social marketing types it’s frustrating.
It’s that time of year when people are outside in the nice weather, in some instances people report a decrease in traffic that does hit double digits when compared to a similar length month in the winter.
The advice is simple, you keep doing what you are doing and traffic will pick up in the winter.
Now of course there are exceptions to the rule, if your website is about summer travel to some beach, then of course your traffic will increase. But that’s the exception, not the rule.
Overall what you need to do during the summer is refine your marketing program, allocate more resources to the areas that are paying off. I generally advise my clients to decrease their PPC spend during the summer by a corresponding amount, depending on their business model (in some more rare cases it is better to increase during that time).
I would also take the time during the summer months to take a complete overview of what you are doing, and how you are doing it. If you were planning on switching your digital ad agency, I would do it during the summer as generally it’s a slower time of the year.. and the new agency needs some time to ramp up.
Any questions, just ask.
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