SEO & Website Traffic (Existing Schema - Deprecating in May)
Monitor traffic trends and engagement metrics to identify companies experiencing growth or decline in their digital presence.
SEO & Website Traffic signals reveal which companies are growing or struggling digitally — surfacing both momentum opportunities and competitive gaps before they show up in earnings reports.
We pull monthly traffic data across 15M+ domains, computing month-over-month and 3-month change percentages. Signals fire when traffic crosses significance thresholds (surges >25%, declines >20%, or 3+ consecutive months of directional change). Each signal includes traffic source breakdown, engagement metrics (bounce rate, pages/visit, duration), geographic distribution, and global rank — everything needed to understand the "why" behind the traffic movement.
Signals are classified into 4 subtypes based on magnitude and duration: single-month spikes vs. sustained multi-month trends.
See real delivered data → Sample Files
Subtypes distinguish between short-term spikes and sustained multi-month trends — use them to separate noise from durable shifts:
| Subtype Enum | Description |
|---|---|
trafficSurge | Significant month-over-month traffic increase (>25%) |
trafficDecline | Significant month-over-month traffic decrease (>20%) |
sustainedGrowth | 3+ consecutive months of traffic increases |
sustainedDecline | 3+ consecutive months of traffic decreases |
Example Signal
What a single entry looks like in a delivered signal file:
{
"signal_id": "a1b2c3d4-e5f6-7890-abcd-ef1234567890",
"batch_id": "2026-03-15-00-00-00",
"signal_type": "website-traffic",
"signal_subtype": "sustainedDecline",
"detected_at": "2026-03-14T10:22:17Z",
"association": "company",
"company": {
"name": "Conductor",
"domain": "conductor.com", // match on domain
"linkedin_url": "linkedin.com/company/conductor", // or match on LinkedIn URL
"industries": ["Software Development", "SEO & Content Marketing"],
"employee_count_low": 201,
"employee_count_high": 500,
"description": "Enterprise organic marketing platform for SEO..."
},
"contact": [],
"data": {
"summary": "conductor.com traffic fell to 89K monthly visits after 4 consecutive months of decline, down 34% month-over-month with search traffic share dropping from 48% to 31%...",
"relevance": 0.87, // 0.0-1.0; higher = more actionable for outreach
"traffic": [
{"date": "2025-12-01", "value": 201000},
{"date": "2026-01-01", "value": 152000},
{"date": "2026-02-01", "value": 89000}
],
"traffic_band": "medium",
"change_mom_pct": -41.4,
"change_3mo_pct": -55.7,
"trend": "down",
"consecutive_months": 4,
"global_rank": 142850,
"category": "Computers_Electronics_and_Technology/SEO_and_SEM",
"traffic_sources": {
"direct": 0.38,
"search": 0.31,
"referral": 0.14,
"social": 0.09,
"paid": 0.06,
"mail": 0.02
},
"engagement": {
"bounce_rate": 0.71,
"pages_per_visit": 1.8,
"avg_visit_duration_seconds": 94
},
"top_countries": [
{"country": "US", "value": 0.58},
{"country": "GB", "value": 0.11},
{"country": "IN", "value": 0.08},
{"country": "CA", "value": 0.06},
{"country": "DE", "value": 0.04}
]
}
}Field Reference
Standard envelope and entity fields are shared across all signals — see Schema and Resolution. The fields below are specific to this signal:
Signal-Specific Fields
The data object contains everything unique to this signal type — the traffic analytics and trend data computed from monthly scans.
| Field | Type | Description |
|---|---|---|
summary | string | Human-readable summary of the traffic signal. Includes domain, current visit count, trend direction, duration, and key change percentage. Designed to be shown directly in notifications or list views |
relevance | float (0.0–1.0) | How actionable this traffic change is for outreach. Higher values reflect larger magnitude changes, sustained trends, or commercially relevant traffic sources shifting. Useful for prioritization and filtering |
traffic | array[object] | Monthly estimated visit counts. Each object has date (string, YYYY-MM-DD, always 1st of month) and value (integer, estimated visits). Typically 3 months of history. Useful for charting trends or computing custom metrics |
traffic_band | string | Traffic size category: emerging (<10K/mo), small (10K–100K), medium (100K–1M), large (>1M). Useful for segmenting by company digital maturity |
change_mom_pct | float | Month-over-month change percentage. Positive = growth, negative = decline. The primary trigger metric for trafficSurge and trafficDecline subtypes |
change_3mo_pct | float | 3-month change percentage. Captures longer-term trajectory. Useful for distinguishing one-off spikes from real momentum shifts |
trend | string | Direction: up or down. Derived from the most recent month-over-month comparison |
consecutive_months | integer | Number of consecutive months with this trend direction. 3+ triggers sustainedGrowth or sustainedDecline subtypes. Useful for filtering by trend durability |
global_rank | integer | null | Global website popularity rank based on estimated total traffic. Lower numbers = more traffic. Null if unavailable. Useful for contextualizing the company's digital footprint |
category | string | null | Industry/topic category of the website (e.g., "Computers_Electronics_and_Technology/SEO_and_SEM"). Null if unavailable. Useful for routing signals to relevant sales teams |
Traffic Sources
The traffic_sources nested object breaks down where visitors are coming from. Values are proportions (0.0–1.0) that sum to approximately 1.0.
| Field | Type | Description |
|---|---|---|
traffic_sources.direct | float (0.0–1.0) | Visitors typing the URL directly or using bookmarks. High direct traffic indicates strong brand awareness |
traffic_sources.search | float (0.0–1.0) | Visitors from search engines (organic + paid search combined). A decline here often signals SEO issues or algorithm changes |
traffic_sources.referral | float (0.0–1.0) | Visitors clicking links from other websites — affiliates, directories, news coverage |
traffic_sources.social | float (0.0–1.0) | Visitors from social media platforms (organic + paid social combined) |
traffic_sources.paid | float (0.0–1.0) | Visitors from display advertising and programmatic campaigns. Does not include paid search or paid social |
traffic_sources.mail | float (0.0–1.0) | Visitors clicking links in emails. Primarily captures webmail client clicks; desktop email apps typically attribute to direct |
Engagement
The engagement nested object describes how visitors interact with the site once they arrive.
| Field | Type | Description |
|---|---|---|
engagement.bounce_rate | float (0.0–1.0) | Proportion of visitors who leave after viewing only one page. Lower is better. Typical B2B range: 0.25–0.70. A rising bounce rate alongside declining traffic often signals content relevance problems |
engagement.pages_per_visit | float | Average pages viewed per session. Higher values indicate deeper engagement. Useful for distinguishing real user interest from bot traffic |
engagement.avg_visit_duration_seconds | integer | Average session length in seconds. Bounced visits count as 0 and pull this number down. Useful in combination with bounce rate to assess content quality |
Top Countries
The top_countries array provides geographic distribution of website visitors.
| Field | Type | Description |
|---|---|---|
top_countries[].country | string | ISO 3166-1 alpha-2 country code (e.g., "US", "GB", "DE") |
top_countries[].value | float (0.0–1.0) | Proportion of total traffic from this country. Only countries with meaningful traffic share are included. Useful for territory-based routing or identifying geographic expansion/contraction |
Timing & Delivery
detected_atis when we computed the traffic signal from the latest monthly data pull. Usetraffic[].datevalues for the actual measurement periods.- One signal per subtype per company per month. A company experiencing both a month-over-month surge and sustained growth can produce two signals (different subtypes), but won't fire the same subtype twice in one delivery.
- Each delivery arrives in a timestamped folder. Treat all signals in a new folder as recent — no need to diff against prior deliveries.
Coverage
- Refresh: Monthly
- Coverage: 15,000,000+ domains
- Best for: Marketing agencies, SEO/SEM platforms, advertising vendors, identifying competitors losing ground, prospecting companies with digital momentum
Updated 8 days ago