Most of it probably is.

In a short and useful blog post, Seth G. defines silly traffic as visits from people who are coming to your site without “focused intent,”  that is, folks who are not coming to accomplish a specfic task.  he argues that converting these looky-loos is a pipe dream, and while site visits may impress your boss or your Board, it’s not really advancing your Internet strategy.

While open rates are public enemy one as an over-rated metric, perhaps site visits should be on the watch list.