Everyone can measure the impact of off-site content placements using referral traffic. It’s easy – you just go into Google Analytics and type in the domain of the site.

Moving Beyond Referral Traffic

But referral traffic makes up only a fraction of the total value and benefit your company or client’s site will get from your work.

In addition to the referral traffic that comes from the link, there is both direct traffic and branded search traffic created by media placements.

Direct traffic can be type-in traffic (where users type your domain into their browser), traffic from email and IM sharing, or traffic from links in documents like PDFs and PowerPoints. Either way, it’s an indication that you’re getting the word out about your client’s site.