The document discusses the role of analytics and webmaster tools in the SEO process, emphasizing their importance for understanding traffic sources, visitor behavior, and performance metrics. It highlights key concepts such as bounce rate, average time on site, and various traffic sources, including direct, referring, and search engines. Additionally, it mentions the necessity of having a sitemap and the importance of reviewing and correcting crawl errors and HTML suggestions.

1. Use and Importance of Analytics & Webmaster Tools in SEO Process

2. Bounce Rate Avg. Time on Site Visits Page Views Traffic Sources Direct Referring Search Engines

3. Dashboard Visitors Map Overlay New vs Returning Visitor Trending Traffic Sources Keywords Content Top Landing Pages Goals

6. These are the keywords your customers used to land on your website. First Click Second Click

7. This can help you extensively to understand factors like which search engines they came from or is the traffic from your google adwords or organic

16. Sitemap.xml should be present for every site Links to Your site and Internal links need to review Review and rectify crawl errors, if found Review HTML Suggestions (Remove Short Title, Meta Error) Review Site performance

17. Thank You!