Visits, Unique Visits and Pageviews have all grown significantly across an average of 12 UK charity web sites from 2008 to 2012. Those that can be grouped in the Category `Conditions` have grown the most while those in the field of `Information/Advice` have grown less – particularly those that were affected by the the Google Panda update.
This graph shows the growth in Visits, Unique Visits and Pageviews for 12 UK charity web sites from 2008 to 2012. Growth is expressed as a % of the 2008 data eg Pageviews across the 12 sites have grown 127% since 2008. Average growth across the 12 sites for the 3 metrics was between 200% and 250%. These figures make a useful benchmark for comparing growth of other UK charity sites.
Between 2008 to 2012 the overall average number of Unique Visitors doubled (203%), Total Visits grew by 2.5 times (241%) while overall average Pageviews grew by 227%. This suggests that more visitors are returning although Pageview growth has not kept pace with overall Visits.
The 12 sites analysed can be broken down into 3 categories. Advice/Information, Chronic Conditions and Miscellaneous. While visits to all 3 categories experienced growth the highest growth by far came in the Chronic Conditions category. Mind you all of these sites have very strong positions in Google Search, the biggest driver of traffic, for the key search queries associated with their conditions. All of the sites I examined are UK based and have a range of monthly Unique Visits between 250,000 and 2 Million. So they are they are big sites compared to the vast majority of sites in the sector. Bear this in mind if you are comparing your sites performance to those shown here.
My experience with all digital marketing, including SEO and AdWords, is that competition is becoming much tougher. As with so much in the digital world the big are getting bigger and the medium and smaller organisations are finding it more and more difficult to keep `market share` and having to become specialised to stay ahead. My top tip for any site would be to look at the main areas you serve and check that you have high Google Organic Rankings for the highest trafficked Keywords. Keep adding to and updating your content around these keywords and themes.
Soon I will post a similar graph covering the Quality Metrics (Time on Page, Bounce Rate, etc) for these sites. That will be followed by data on how web traffic from various sources have changed since 2008.