Traffic source investigation of waste management websites: implications for institutional communication
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Technická Univerzita v Liberci
Technical university of Liberec, Czech Republic
Technical university of Liberec, Czech Republic
Abstract
Effective communication is a crucial but often underestimated component of successful waste management systems. This study investigates the digital behaviour of users on waste management-related websites, with the goal of identifying the most significant online traffic sources. The research was conducted as part of a broader innovation project aimed at optimizing technological, algorithmic, and procedural elements of municipal waste management, with a dedicated focus on the communication strategies required to support these innovations. A total of 55 websites relevant to waste management — including institutional platforms, company websites, and online magazines — were identified through curated sources and AI-supported search processes. After eliminating duplicates and incomplete entries, 42 websites were analysed using the enterprise version of Similarweb. Key metrics collected included visit volume, user behaviour, device usage, and the distribution of traffic across seven standard internet sources (e.g., direct, organic search, social, referral). The data revealed that organic search and direct access are by far the most dominant traffic sources, while email, display advertising, and paid search play marginal roles. Mobile devices accounted for the majority of access, reinforcing the need for mobile-first design. Based on these findings, a set of practical, source-specific recommendations is proposed, tailored to the needs of a public institution currently undergoing waste management reform. The results provide valuable insights not only for the analysed institution but also for other organizations seeking to improve environmental communication through data-informed digital strategy.
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waste management, traffic sources, website, internet, marketing communication
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978-80-7494-747-6