Another point which you did mention (between the lines: "and updating your backlinks to point to HTTPS URLs") but I actually didn't realize enough is that updating backlinks when your site switches from http to https is very important. Redirecting all http traffic to the https version of your site from the server (301) is necessary, but doesn't solve losing referral data. Only updating backlinks, especially those on httpS-sites, does. I'd like to emphasize that!
In most cases, the largest amount of traffic to your site will be comprised of direct and organic traffic. If you have a partnership with an industry association or manufacturer, you may see referral traffic from their website. If you decide to do paid advertising such as pay-per-click marketing, you might see traffic coming in from ad campaigns as well.
People who use the ambiguous phrase “social media marketing” are typically referring to advertising: you broadcast your message and hope people will listen. Even if you overcome consumer indifference with a well-targeted campaign, any subsequent interactions are affected by their very public nature. The privacy of dark social, by contrast, represents a potential goldmine of intimate, targeted, and relevant interactions with high conversion potential. Nebulous and difficult-to-track though it may be, dark social has the potential to let marketers tap into elusive power of word of mouth.
Search engine traffic. Search engine traffic is that traffic that comes from visitors clicking on links on a search results page for any search engine — whether Google, Bing, Yahoo!, Blekko, or similar. This traffic source is divided into organic or non-paid search engine traffic — meaning that the visitor clicked on a so-called natural search result — and CPC or paid search engine traffic, which is the traffic you purchase (via pay-per-click ads_ from search engines. Search engine traffic usually indicates that you have good or at least reasonably good content. It also can mean that you have chosen a good software platform. Be sure to learn which keywords are driving this traffic. Multi-channel merchants, as an example, may find that their brand name is a key search term. When this is the case, offline marketing is usually the real traffic driver.
Implementing structured data markup (such as that from schema.org) might seem like a one-time project, but that “set it and forget it” mentality can land you in hot water. You should be monitoring the appearance of your rich snippets on a regular basis to ensure they are pulling in the correct information. As you change the content on your website, this can alter the markup without warning.

The term “organic traffic” is used for referring to the visitors that land on your website as a result of unpaid (“organic”) search results. Organic traffic is the opposite of paid traffic, which defines the visits generated by paid ads. Visitors who are considered organic find your website after using a search engine like Google or Bing, so they are not “referred” by any other website.
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