This document discusses web analytics and how it can be used to track visitor actions, discover patterns and trends, and make positive changes. It outlines basic and actionable metrics that can be analyzed, including traffic sources, search keywords, referring sites, top content, landing pages, and goals. Key people are mentioned who are experts in search engine marketing and web analytics.

1. WEB ANALYTICS Insights into numbers is exciting!

4. Basic Metrics

5. Actionable Metrics

8. Search Engine Keywords

9. Referring Sites

10. Top Content

11. Top Landing Pages

12. Event Tracking

13. Goals (Google Analytics)

14. Insights http://www.google.com/insights/search/

15. Regional Interest

16. Specific Terms

17. WEB ANALYTICS Schipul SEM Department Jonti Bolles jontibolles.com twitter.com/jonti Find this presentation here: www.schipul.com/presentations John-Michael Oswalt (JMO) jmoswalt.com twitter.com/jmoswalt TheSEMblog.com twitter.com/thesemblog