In This Chapter
Discovering Web analytics basics
Identifying what you're tracking
Key performance indicators
Examining analytics packages
Analyzing log files
Web analytics are two words that can strike terror into the heart of any unsuspecting practitioner of search engine optimization (SEO). You've been monitoring your pay per click (PPC) campaigns (advertising campaigns where you pay every time someone clicks on your link) and you are watching to see how well your pages rank within the search engines. So you should be able to do Web analytics, right?
Well, Web analytics can be a little more complicated than that. For a lot of people, Web analytics seems to consist of wild guessing and reading tea leaves. It can be pretty complex, but we walk you through it so it hopefully makes a little more sense. In this chapter, we give you a basic overview of Web analytics, before we dive into the nitty-gritty later on in this minibook. We go over how to measure your success in the search engines, identify what numbers you need to be tracking, point out key indicators to be watching when measuring your performance, and cover tools and software that help you with Web analytics and what a log file analysis is.
Web analytics is taking the information you have gleaned from all of your research and sitting down, looking at it, and figuring out what all of it means. Bear with us: This can get a little tricky because the ...