This document discusses analyzing website traffic and visitor behavior to optimize a website. Key points include: - Web traffic stats can identify effective and ineffective pages by seeing which pages visitors spend more or less time on or exit from rapidly. - Pages with high exit rates or that are deemed important may need improvements to content, links, or design to better engage visitors. - Analyzing keywords used to find the site provides insight into visitor needs and can identify keywords that misdirect visitors or need adjustment. - Noticing increased brand searches is a sign of growing success and brand recognition.