We have a client with a small website that contains a product cataloque with 600 products. The site is not optimised en therefore not spiderable (is that a good word?).
I want to make him a proposition with the traffic he is missing right now. But how do I know how much traffic that is. Can I give him an estimation or do I need special tools to calculate it. We do an AdWords campaign for a lot of words so those stats can be used to calculate.
Suggestion, ideas? Can I give him a good estimation or do I need to give him a range (10k - 15k) in stead of a fixed number.
Well, as you know I believe, you can only give an educated quess -- using various tools and reports that Yahoo, Google, Wordtracker and so on make available. You can sort of establish a "rule of thumb" to extrapolate potential traffic from those reported numbers, especially if you have data from other keywords that you have worked with. Those tools are a bit inaccurate, but they are OK for "in the ballpark" estimates.
Still, if the existing pages are literally "unspiderable" then there's currently NO traffic from the search engines. Simply showing the prospect some numbers about searches done on a few related keywords (and mentioning the value of "long tail searches" along with that) would be a good sales pitch, I think.
Oke, fair enough, but then we only know the amount of people that search for those words. I suppose we can't tell the amount of people that will click trough to the website? Or is there some sort of formula for that.
I don't think so because we can't predict the positions the site will be on the SERPS.
And yes: there is almost no traffic right now, so I have a good story to tell in the sales pitch. But I also want to give the client some numbers.
Click through rates can vary -- in the extreme -- depending on what Title and Description or snippet get displayed. Also plying ionto the picture are what other titles and descriptions appear on the same SERP for other results.
So it's very hard to take all that into account in a projection, (as well as to guess which position a page can acquire) so I usually more on the search volume for the target phrase. And as I siad above, a well built page can pick up a lot from the long-tail search terms as well.