Direct — Visitors come directly to your site by entering your name or web address in the search bar. Google estimates that more than 40% of your website traffic is direct. Keep your business cards current; have them handy.

Organic search — A prospective customer Googles the product or service you offer. Google cites studies that show 51% of prospective customer traffic is driven to websites by organic search. SEMrush studies show direct and organic search make up 82% of the e-commerce traffic to websites.

Organic Search Basics — Meta tags. These include title tags you see at the top of your pages and keywords, which are hidden in the code. Ask your website design firm to review all organic search words with you.

Paid Search — Sends 6.19% of e-commerce traffic to your website. Source SEMrush. Expect discount offers from Google and Bing. They want to increase their ad revenues.

Social Media — Sends 2.92% of e-commerce traffic to your website. Source SEMrush. You know the big names, Facebook, Twitter, et al. You can buy friends on Facebook and incentivize people to leave positive feedback on Google. But how supportive will those paid friends be?

Instagram — In 2018, Instagram will overtake Facebook in the 12 to 24 year-old demographic. Winners: Top Instagram posters or “Influencers” who charge up to $100,000 for one post.

Blogs — Critical here are keywords and fresh content.

What will viewers expect?

Responsive site — Customers expect to see your website open up full screen on every device from mobile to a personal computer. That’s called “responsive” and tells customers you understand today’s business world.

Strong Content — Google rewards solid thinking that leads to words and visuals that work together to make you stand out from your competition.