The goals of converting information

The direction a website tracking tool can point you to is that it helps optimize your SEO Campaign by supplying you with consistent reports.  How these reports help you gain insight and drive your campaign depends on what your goals are. These do need to be set prior to undertaking an SEO campaign.

What do the reports consist of?

Top Referring Keywords show themes and patterns which are difficult to discern otherwise and which can change the direction of your campaign by highlighting large volumes of keywords which are centred on queries that you are not familiar with.

Top Landing Pages.  A lot of useful actions come from this report as it can tell you how to keep your pages fresh which will help ensure your visitors can get to them easily.  Being able to ascertain where your visitors land during their search helps optimise the internal linking structure of our site.  As well as this it will tell you which landing pages are more popular which gives you the opportunity of changing your linking in keeping with themes and keywords from the popular site.
Showing how people navigate through your site is called Click Paths.  They throw some light on the effectiveness of the layout of your site especially if you see a lot of people having to navigate many clicks just to end up on the same page. This can show you where opportunities exist in order to improve the click path, thus helping you engage traffic more effectively.
The importance of geography grows when the web becomes more niche targeted, so

Geographic referrals are important if you want to reach a particular market.  This data will help you develop new content and/or modify your services, or change landing pages in order to satisfy these markets.
How many people have visited your site, or page at any given time, compared to a previous given time helps evaluate the seasonality of our visitors.

Visiting Trends reports correlates referring Keywords which are helpful when you want to identify where to place linking’s and also determine how to improve them.
If a person visits your landing page and goes no further it is generally put down to them not finding what they are looking for. This is called Bounce Rate. The Bounce Rate needs to be investigated for causes, either the client found what they are looking for via specifically targeted keywords, or they did not.  Being able to measure this is important if you want to evaluate the effectiveness of your keywords and content.

What Else?

Apart from these reports there are a host of additional reports available, all of which are designed to help optimise your rankings.  However, site usability seems to have a recurring theme in that it drives traffic to a website and this goes a long way in winning the battle as well as helping you take whatever actions are required to get targeted traffic to your site.

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