Google Webmaster Tools (GWTs) is always a good place to start when optmising a site for Search Engines (SEs). In fact this can give you an indication of site health as it highlights any possible issue or problems your site might have. One important indicator is the number of pages you have indexed in Google …
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There have been numerous case studies on how XML sitemaps benefit different sites with increased visits, revenues by just allowing the crawlers to find the important pages faster.
Google himself produced a case study years ago called "Sitemaps: Above and Beyond the Crawl of Duty"http://www2009.eprints.org/100/1/p991.pdf that analysed multiple domains such as Amazon, CNN to demonstrate the effectiveness of sitemaps.
According to the most statistics, Google finds over 70% of the important URLs through XML sitemaps and only about 30% of the URLs through crawling the interlinking structure (often referred as “Discovery”). We, at Forward3D consider XML sitemaps an essential part of every website and these studies show that Google significantly relies on the URLs and information listed in these documents – hence the complexity of the XML sitemap implementation; crawlers will only trust well-defined directives.
XML sitemaps has been tested across multiple industries and domain of different sizes: MOZ’s case study on the UK based Razoo (http://moz.com/blog/multiple-xml-sitemaps-increased-indexation-and-traffic) indicated that after the XML sitemap implementation, the number of pages ranking were increased from 486 to 1240, while the keywords sending organic search traffic were more than doubled (from 548 to 1347).
A case study on a large site (http://www.bruceclay.com/blog/how-to-improve-your-site-indexation-xml-sitemaps-case-study/) showed an increase in page indexation from 24% to 68% in the initial period, right after the XML sitemap was implemented; this resulted in significant improvements in SEO traffic.
Also, there have been some smaller scale experiments; reports showed that Google’s crawl rate on the domain “Scaling Bits” (www.scalingbits.com/web/sitemaps) has increased by 100% after the XML sitemap was implemented driving up traffic by 30%. Finally, TechCrunch had a case study on an extensive SEO project that included an XML sitemap implementation with very similar results: 30% additional traffic across site (http://neilpatel.com/case-study-techcrunch/).
When it comes to New Look, we expect similar results. If pages are indexed properly, traffic can show an increase as much as 30% percentage with a potential increase in revenues by 5.25% at least (based on our initial forecast).