When an online store owner decides to promote a website in search engines, he faces the task of not only calculating the cost of promotion, but also assessing the feasibility of investments. Alexander Shestakov, head of the link building platform Links.Sape , explains how to correctly analyze all factors and draw conclusions about the traffic potential.
Assessing traffic potential is an important step in developing an online store promotion strategy. It will help determine how effective your site is in terms of attracting visitors and generating sales. To correctly assess traffic potential, it is necessary to consider several factors at once: market niche, level of competition, target audience, and others.
Why is traffic potential assessment useful?
Forecasting potential traffic can be compar to drawing up a business plan for a financial company. At this stage, you can identify winning strategies and focus on them in your work. It is also an opportunity to take risks into account and minimize costs.
With a traffic growth forecast and a well-develop site improvement plan, you can compare the effectiveness of SEO with contextual advertising and estimate where attraction will be cheaper. If the comparison shows that a new visit from organic search results is more expensive than a click from context, it is likely that investing in search engine optimization with such costs may be irrational. If the price of SEO is lower, it makes sense to invest in optimization – and it is not necessary to give up advertising.
SEO for an online store has its own characteristics:
Online stores rely heavily on paid advertising and ne an additional source of income to diversify sales – so as not to put all their eggs in one basket;
It is important for websites offering products and services to constantly ruce the cost of customer acquisition (CAC), and investing in SEO creates a free source of traffic and sales;
Getting into the top of Yandex and Google search results for keywords relat to the product is one of the effective ways to gain trust.
Mobile phone number data is now usa phone number data used by everyone from entrepreneurs to established businesses for digital marketing. The current era is the era of digital marketing. A better or better quality mobile phone number data is required to keep pace with this era. Using which you can now promote your business online from home.
What factors determine traffic potential
The level of potential traffic is influenc by several factors: the subject of the site, the size of the site and its age. Therefore, it is worth evaluating these factors both separately and in combination.
Resource topic
The main factor that influences the size of the audience is the subject of the site. If the niche is in demand, it will be easier to attract traffic. First of all, this applies to online stores that offer clothes, shoes, bags and accessories. It will be more difficult to attract traffic to a site with a highly specializ assortment.
Therefore, a specialist nes to assess the level of demand and find the best sources of traffic. For example, this can be done using SimilarWeb – the service allows you to find the main sources of traffic. You can also use Yandex Wordstat to assess the relevance of goods and demand characteristics .
Display frequencies can be calculat in Yandex Wordstat
Site size
The number of visits to a site depends heavily on the size of the resource itself, the variety of products offer, and landing pages. The logic is as follows: the more offers for potential customers, the more traffic. However, the position in search results is also important in this matter. A site with popular and diverse content, but poor indexing by search engines, will most likely not attract a large amount of organic traffic.
In such cases, to get more traffic, it is better to choose a company whose indicators you will focus on when optimizing. To do this, it is worth evaluating competitors in the top of the search results and choosing one of them. Tools like SimilarWeb or PR-CY will help you estimate how much target traffic you can take from competitors.
Main Marketing Channel
The traffic potential is also affect by the advertising material marketing channel you have chosen as the main one. If you have chosen contextual advertising as the main source of attracting traffic, it is better to use the budget forecast in Yandex Direct . Specify the region, the main keywords of the site and set a number of parameters, after which you will receive an approximate forecast.
Forecast in Yandex Direct
Assessing Potential: 4 Main Steps
To estimate how much search engine traffic an online store can attract, follow these steps.
Collect semantics
You can collect the semantic core manually – relying on WordStat data , or using special services and tools, such as MegaIndex . To systematize the obtain data, it is convenient to use Excel templates.
Let’s consider 3 types of requests:
Low-frequency – up to 100 impressions per month
In order for the results to be the most accurate and useful, analyze only the most successful competitors in the future. In addition, the obtain statistics must be clear of duplicates and useless queries. But remember that the higher the frequency, the more difficult it is to promote the site. Therefore, it is better for beginners to choose queries with a frequency of ~1000 queries.
Evaluate the potential of organic traffic
Next, you ne to understand how much organic phone number my traffic your online store can theoretically receive. The SimilarWeb tool is suitable for this . To evaluate the indicator correctly, compare several criteria, for example: the amount of information and brand traffic, the diversity of the product range. Also keep in mind that the service makes only approximate forecasts.
After that, evaluate the frequency of requests – what part of the traffic is the target audience with zero frequency? Create a graph indicating the seasonal theme for the categories with the highest frequency. The data can be taken from the WordStat service. With this data, you can make a forecast of traffic growth for the coming year.
