‘Direct Navigation’ or ‘Type-In Traffic’ refers to an internet user navigating directly to a website through the web browsers address bar, thus bypassing any online search engines and landing straight on the domain.
A 2005 study by WebSideStory’s StatMarket division showed that Type-In-Traffic converted into sales at 4.23% (compared to 2.3% for the main search engines) and, as a result, such traffic can be deemed to be quite lucrative. Accordingly, many companies who embark on online advertising may want to purchase generic, high volume Direct Navigation keywords for a few thousand pounds in the hope of generating hundreds of thousands in return.
As the following Penman and Sommerlad investigation revealed, however, any such companies should think twice before getting their cheque book out and buying these keywords from unethical Search Marketing agencies:
https://blogs.mirror.co.uk/investigations/2020/12/position-gold-accused-of-keywo
