Some small businesses may have PPC advertisements that help bring traffic to their website. PPC, or 'pay per click' is an advertisement whose value is determined by the number of clicks the certain links get.
A major concern was that this paid traffic to your website would interfere with the organic traffic that your site was already getting through search engines and other advertisement. Google then did a study to find the value of having PPC advertisements, and found that companies had an 89% increase in traffic with the PPC advertisements.
To read more about the study, and the advantage of PPC advertising click on the link here.
In addition, the article refers tracking your visitors, which you can find out using Google Analytics. The SBDC will be releasing an e-book on how to use and manage a google analytics account soon!