Decoding Industry-Specific Traffic

Insights and Strategies for Digital Success


Fernando Angulo Senior Market Research Manager @ Semrush

Author: Fernando Angulo

In the fast-paced realm of digital marketing, understanding the intricate web of traffic channels is paramount for success. This blog post analyzes traffic distribution in 2023 across industries and provides tips to unlock potential in each sector. Learn about Finance, Banking, Healthcare, Retail, FMCG, and Travel. See how data can enhance your digital marketing strategies.

Finance and Banking: Direct Traffic Dominance and Local SEO Significance

In the world of Finance and Banking, direct traffic takes center stage, accounting for 73% of total traffic. The influence of mobile banking apps and brand loyalty plays a pivotal role. Use these apps to improve user experience and boost local SEO. Target specific keywords like “banks near me” to attract more relevant traffic.

Healthcare: Organic Search Predominance with a Focus on Health Information and Diagnostic Support

The Healthcare sector thrives on organic search, contributing to 62% of total traffic. Prioritize health education and diagnostic support content to cater to user intent. Crafting compelling tools such as calorie counters and symptom diagnosis aids in boosting organic traffic. Additionally, optimize for local search by targeting location-specific health-related keywords.

Retail: A Blend of Search and Paid Channels, With a Rise of Organic Social

Retail industries exhibit a delicate balance between organic and paid channels, with a notable rise in organic social prominence. Organic search accounts for 28% of total traffic, while paid search captures 1.5%. TikTok emerges as a significant driver, emphasizing the evolution of social media’s impact on consumer engagement. Striking a balance between search and social, while focusing on relevant keywords, is crucial for retail success.

FMCG: Diverse Strategies with a Focus on Organic Search and Paid Search in Beauty and Cosmetics

In the FMCG sector, especially in Beauty and Cosmetics, organic search is a key focus, making up 32% of all traffic. This underscores the importance of content marketing and targeting relevant keywords. Diversify strategies within FMCG, exploring opportunities in paid search campaigns for high-ticket items or seasonal promotions.

Travel and Tourism: Referral Traffic Strength and the Rise of in Organic Social

The Travel and Tourism industry has direct traffic (55%) and organic search (6%) as the main sources. Notably, referral traffic plays a crucial role, accounting for 10% of total traffic. stands out with a notable presence in organic social, suggesting untapped potential in this channel. Building relationships and using TikTok can boost your presence in the competitive travel industry.

Conclusion: Tailored Strategies for Industry-Specific Success

This comprehensive analysis reinforces the significance of tailored marketing strategies aligned with industry-specific traffic trends. Success in various industries requires different strategies. In Finance and Banking, direct traffic is important. In Healthcare, organic search is powerful.

Retail needs a balance of search and social. FMCG should focus on organic search. Travel and Tourism can benefit from referral traffic and emerging social channels. Diversity in approach is crucial for success.

Empowering Your Marketing with Data-Driven Insights

Semrush, a pioneer in providing comprehensive data and insights, empowers businesses to unlock their online potential. Use Traffic Analytics and Keyword Research tools to understand traffic, find relevant keywords, and improve your strategies for success.

Semrush is your trusted partner in navigating the complexities of the digital landscape, where data is crucial for success. Embrace the insights, tailor your strategies, and watch your online visibility and engagement reach new heights.