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Search Engine Optimization All-In-One For Dummies® by Susan Esparza, Bruce Clay

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Chapter 2. Tracking Behavior with Web Analytics

In This Chapter

  • Measuring Web site usability

  • Getting a handle on conversion tracking

  • Tracking the success of your SEO project

  • Analyzing rankings

In order to properly do Web analytics, you need to gather your data. But Web analytics is not just about collecting data. It's about collecting your data in such a way that you can read and understand it, and you can use it to make the necessary changes to your Web site. In this chapter, you discover several ways to gather analytics data.

You have to measure your Web site's usability, in order to figure out whether your Web design works for your users and brings you those conversions. Next we talk about conversion tracking. Is your site getting the number of conversions you want? Conversion tracking helps you measure not just the final number of conversions, but where people drop off before they make the final conversion.

Tracking the success of your SEO project is monitoring your keywords and your search engine rankings, and whether they're at the place they need to be, and if your traffic is increasing due to those rankings. Finally, we discuss how to analyze your rankings by putting them in the context of your business. Do your rankings in the search engine mean anything to your ROI (return of investment)? Read on to find out!

Measuring Web Site Usability

One of the first things you should do is to gather data in order to measure your Web site's usability. This means going through your site and ...

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