A few days ago I posted two case studies I captured on how press releases can be great tools to drive targeted traffic to your web site. The next most obvious question is “how much traffic should PR be driving?” Although it is somewhat of a subjective determination, one benchmark I dug up comes from a project commissioned by Kodak and Shandwick Interactive PR after 53-day beta measurement project to determine how PR and other traffic driving tools affect web traffic. This study says 5% of weekly traffic and 4% of page views should come from PR.¹

I tend to think this number is a little low, even for the time the study was done. Today, as the internet and electronic tools have become even more firmly entrenched in business and put into use by the media, I’d expect a good PR strategy and consistent release schedule coupled with frequently updated relevant site content should drive double the traffic, if not more.

I’d love to hear some of the metrics others are capturing out there on press release contribution to site traffic, and of course there is the larger world of activities that fall under the PR umbrella beyond just press releases. These also have the opportunity to drive site traffic.

Sources:
¹ Sterne, Jim. Web Metrics. John Wiley & Sons, Inc. 2002. p. 91

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