How Much Traffic Should Your Small Business Expect From Search, Referrals & Paid Search?

Lily Zhu
Lily Zhu

Updated:

Published:

Do you know where your website visits come from?

Here are three options: organic searchpaid search, and referral sites.

Which source draws the most traffic to most small- and medium-sized businesses?

To answer this question, we looked at data from 2,100 HubSpot customers (mostly small- to medium-sized businesses). The chart below summarizes our finding: organic search avearges 67.2% more traffic than referral sites, which in turn draw 156% more traffic than does paid search.

A more in-depth industry analysis reveals similar trends. Despite the diversity of the types of industries included in the study, the mathematical inequality holds - organic search > referral sites > paid search.

A closer examination of the second chart shows that organic search traffic is significantly higher than that generated from the other two sources in manufacturing, medicine/health services, and retail. On the flip side, referral sites play an important role in technologically advanced industries such as technology, software, and online marketing as well as more customer-service-oriented industries such as consulting and financial services.

Given the empirical significance of referrals in increasing site traffic, we compiled a list of top referral sites for reference. Businesses that have paid little attention to referrals should consider new marketing strategies that utilize referrals more actively.

Search Engine Optimization Kit

Learn more about how you can optimize your site to rank higher in search engines so you get found by more qualified prospects.

Download our search engine optimization kit.

Topics: Measuring SEO

Related Articles

We're committed to your privacy. HubSpot uses the information you provide to us to contact you about our relevant content, products, and services. You may unsubscribe from these communications at any time. For more information, check out our Privacy Policy.

Outline your company's marketing strategy in one simple, coherent plan.

Marketing software that helps you drive revenue, save time and resources, and measure and optimize your investments — all on one easy-to-use platform

START FREE OR GET A DEMO