Something massively reduced due to the global lockdown restrictions. But in this context, it means visits to a website. This does not include the visits to a website made by bots or crawlers.

Websites monitor web traffic to see which pages are popular with the reader and to try and spot trends that can inform their content marketing.

SEOs will also look for any obvious and not so obvious trends, such as one specific page being viewed mostly by people in a particular country or the bounce rate of certain pages.

There are many ways to monitor this traffic and the gathered data is used to help structure sites, highlight security problems, or indicate a potential lack of bandwidth.

While in real life, most traffic is bad, it’s the opposite way for web traffic. That does mean that there is some traffic that is not good, though. Bots (both good and bad) can put an unnecessary load on a web server, which in turn might slow down a website and could have a negative impact on Google’s Core Web Vitals.

Fake traffic – low-quality visits generated by a third party using bots (usually paid for) – can also damage a website’s Domain Authority. In severe cases, it could also damage a site's visibility in the SERPs.

Sites work to increase their web traffic through inclusion on search engines and through search engine optimization and e-mail marketing, amongst others. 

TL DR: Traffic = Visits to a website.

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