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Study Online Customer Habits Using Server Logs and Analytics

You can access your Web site’s server logs to get valuable search engine optimization (SEO) data about your visitor counts and their behavior. It’s also a good idea to have analytics embedded in your Web pages, which are program routines a Web site can use to track user behavior on the site. Talk to your IT department or Webmaster and see what they can tell you about your Web traffic and the user behavior on each page.

If you want to add more analytics to your Web site or want to know all the choices out there, you can check out the following resources:

  • The Web Analytics Association. The trade association for Web analytics professionals is a good source for information.

  • Google Analytics. Free analytics help and resources from Google.

  • Omniture. One of the top vendors for analytics programs.

In addition, some tools can look at your recent Web site traffic and tell you where visitors came from and what search terms they used to find your Web site. These are extremely valuable for SEO. Knowing where your users come from can give you clues to their goals. For instance, if your site sells shoes and you find a lot of visitors coming from youth soccer sites, they’re likely looking for children’s soccer shoes and cleats. This information can help you style your site to help those visitors find exactly what they need.

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