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The Truth About Search Engine Optimization by Rebecca Lieb

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Truth 14. Site stats share the bad news, too

Just as analytics tools and site stats are an essential aid in optimizing a site’s searchability, so too can these tools flag warning signs, bad news, and other signals that the website in question is not meeting searchers’ expectations.

In such cases, bad news is not necessarily a bad thing. After all, we’re talking search engine optimization. By definition, SEO is a continuous, ongoing process. Without any negatives, what would you optimize?

In the broadest sense, the goal of SEO is to increase organic search engine referrals to a given website. Therefore, tracking unique visitors from search engine referrals as a percentage of a site’s total unique visitors is an essential part of measuring ...

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