Michael Wolff had some interesting observations about website traffic for news sites in a piece in USA Today. His basic conceit is that most statistics on traffic are overblown and are in fact probably off by a factor of 100.
I can't comment on whether his math is precisely right, but he does have an important point. There are an awful lot of spiders and bots crawling the web hitting websites and inflating traffic numbers. I imagine we're headed for a day when Google Analytics finds a way to filter out those false pageviews. We'll all feel pretty lousy about ourselves on that day if we see our traffic decline by a factor of 100, but if the numbers are more realistic, we'll be better off.
I'm Christina H. Davis and I'm the founder and owner of Hall Davis Marketing Strategies. Learn more about me on my LinkedIn profile.