Web analytics tools help keep you informed of how visitors get to you site and what they do while on your site.  Web analytics provides all the statistics, information and insights your company will need in order to run a successful SEO campaign.

Getting visitors to your site means you need rankings, but in order to get rankings, you need to attract traffic to your site, a bit of a ‘catch 22’ situation. Therefore the relationship between web analytics and SEO is important.

Objective of any SEO Campaign

Your objective is to optimise and grow your rankings, and in order to this you need to understand how traffic to your site behaves.  Understanding this will help you make decisions based on their behaviour.  This information can be fed back to you via statistical reports which are a great form of direct feedback which helps take the guess work out of the equation.

This information aids you and helps you make whatever adjustments to do to your site in order to meet your customer’s needs, thus converting visits into ROI.  Plus, this will help with future strategies, helping you to tweak your site to what works and eliminating what does not.  Being able to drop, or amend ineffective strategies will result in profits based on informed management decisions.

What it tells you

The feedback you receive from a web analytics tool will tell you which keywords your target traffic is using during their search, and how well it flows through your site which is very important if your site has been designed to point visitors to what are called ‘desired actions’, or ‘desired outcomes’, like placing an order or buying something.

If your SEO campaign is based on these criteria, then understanding your visitors will help you adjust your content, thus realising your outcomes, i.e. promoting their activities will result in increased revenue for you.

Navigation is important

First and foremost would be to create navigation which meets the habits of your targeted traffic, in other words, which keywords are geared toward traffic usability.  You have to know, or figure out, where people want to go on your site and what they want to do on your site.  If you can make this easier for them, you are on the path to achieving a successful SEO campaign.

You need to understand what your traffic is searching for and then you need to know what to do with this information once you have it as it is only valuable if you act on it.  Giving your visitors a site which they are looking for is one thing, but the secret is to make it easy to find, and once there, easy to navigate and find their way around.

However, you will come across visitors who do not fit your goals or desired outcomes, so making your site a nice place for them will increase the chances of their returning, or of them recommending your site to others.

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