Guide – How to effectively analyze traffic on a technology website?

Organic traffic is responsible for 53.3% of traffic to most websites (including those in the technology industry). This means that more than half of your customers arrive at your site via organic (free) search results. But how do you effectively analyze traffic to a technology site? Read this article and find out the details!

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9 MIN.


Traffic on a technology website – what is it, and for what purpose to analyze it?

Technology website traffic refers to user activity on your website. It is an indicator that measures the number of visits and the quality of interaction. By analyzing organic or paid traffic, you gain valuable information about visitor behavior.
For example, by identifying the pages that generate the most interest, you can manage your SEO strategy more effectively, increasing user engagement.

Fig. 1. Sites generating the most interest on Dell’s website.

It is equally important to understand traffic sources. This allows you to tailor your marketing strategies to the most effective channels. Traffic analysis also reveals technical problems, including long loading times, which can discourage potential customers and nullify a site’s SXO potential, with Page Speed being one of more than 200 ranking factors.

Effective analysis of technology website traffic – key performance indicators (KPIs)

Key Performance Indicator (KPI)Description
Relevance to the Technology Side

Bounce rate
Percentage of users leaving the domain after seeing only one subpageA low bounce rate means higher user engagement, suggesting attractive and useful content
Time spent on the site
Average time users spend on the site
Longer time indicates better quality content and greater audience engagement in the case of blog posts. When it comes to e-commerce, the less time a user spends on the site, the more intuitive the purchase path

Number of page views
Number of views of each page
Higher number of page views signals greater interest and effectiveness in attracting attention

Traffic sources
Origin of visitors (e.g., search engines, social media)
Helps you understand which channels are most effective in attracting traffic (this makes it easier to properly allocate your marketing budget)

Number of actions taken by users, e.g. purchase, registration
Performance indicator in converting visits into action

Mobile traffic
Percentage of users visiting the site via mobile devices
Important in terms of optimizing the site for mobile devices, as smartphones and tablets generate 55.67% of site traffic.

Page loading speed
Time it takes for the page to load
Faster loading improves user experience and can lower rejection rates

Click-through rate (CTR)
Ratio of clicks to impressions
High CTR indicates effective communication and encouragement of interaction

Analyzing traffic on a technology website – 4 best tools!

What are the best tools for analyzing traffic to a technology website?

1. Ubersuggest

Ubersuggest is a tool that stands out for its versatility in analyzing web traffic, focusing on SEO and content marketing. It provides an in-depth analysis of keywords, indicating their popularity, competition and potential effectiveness in your marketing strategy. It also allows you to analyze your backlink profile.

Fig. 2. Ubersuggest’s analysis of traffic to the technology site.

What sets Ubersuggest apart:

  • SEO keyword analysis
  • Clear user interface
  • Backlink profile analysis features
  • Ability to track keyword positions
  • Competitor research tools

2. Ahrefs

Ahrefs provides detailed insight into your site’s backlink profile. It also features advanced keyword position tracking, allowing you to monitor and optimize your SEO strategy. Ahrefs is also helpful in competitive analysis. It allows you to verify and develop marketing plans with organic traffic faster and more efficiently than Ubersuggest.

Fig. 3. Analyzing traffic to a technology site in Ahrefs.

What sets Ahrefs apart:

  • Advanced backlink analysis
  • Detailed tracking of keyword positions
  • In-depth competitive analysis
  • Rich set of organic traffic data
  • Features related to website audit

3. Google Analytics 4

GA4’s new architecture focuses on tracking user interactions across platforms and devices, providing a complete picture of user behavior. The tool is also distinguished by advanced AI and machine learning features that automatically detect trends and anomalies in the data.

Fig. 4 Traffic analysis of the technology website in Google Analytics 4

What sets Google Analytics 4 apart:

  • Track interactions across multiple platforms and devices
  • Advanced AI and machine learning features
  • Flexible configuration and adaptation to privacy regulations
  • Ability to integrate with other Google products (e.g., Looker Studio)

4. Google Search Console

Google Search Console allows you to monitor and analyze how and how quickly your site is indexed by Google. The tool provides vital information about indexing errors, the search queries in which your site appears, as well as the click-through rate and position of those queries. GSC additionally helps identify usability issues on mobile devices and site security, making it easier to optimize site performance.

Fig. 5. Analysis of traffic to a technology site in Google Search Console.

What sets Google Search Console apart:

  • Monitoring and analysis of Google’s indexing of your site
  • Information about indexing errors and search queries
  • Click-through rate and search position data
  • Tools to identify usability issues on mobile devices

How do you check your competitor’s website traffic in the technology industry?

To check traffic to a competitor’s site in the technology industry:

  1. Log in to Ahrefs
  2. Go to the Site Explorer section
  3. Enter your site address
  4. Click Organic search → Organic competitors

Then select the appropriate filters and verify each relevant element useful for SEO. If you want to improve the state of your site, opt for an SEO audit and implement the recommendations of experts.

Fig. 6. Verification of competitor site traffic in Ahrefs.

How to effectively analyze traffic to a technology website? FAQ

Here are the most common questions and answers about effective traffic analysis for a technology website.

What are the most important metrics (KPIs) for analyzing traffic to a technology website?

Key metrics for analyzing traffic to a technology site include rejection rate, time spent on page, number of page views, traffic sources, conversions, mobile traffic, page load rate and click-through rate (CTR), among others. The listed metrics provide valuable information about user engagement, content effectiveness, and the technical and marketing effectiveness of your site.

What are the best tools for analyzing website traffic?

For analyzing a technology site, we recommend using Google Analytics 4 (offers detailed insight into user behavior on the site) and Google Search Console (provides information on site indexing). As for paid suggestions, we recommend Ahrefs and Ubersuggest – for comprehensive SEO analysis (including competition).

How to use traffic analysis to improve a site’s SEO?

Analyzing site traffic allows you to identify which keywords attract the most traffic and which pages generate the most page views. Using key data, you can optimize content for these keywords and improve the structure of your site to better respond to user queries.

Is competitive analysis important in analyzing website traffic?

Traffic analysis allows you to understand what strategies are effective in your industry, what keywords are proving most valuable and what types of content are attracting traffic. You can use Ahrefs, Ubersuggest or SEMRush for competitive analysis.