Using Web Analytics , the process of measuring the behavior of visitors to a web site, is a very important aspect of Search Engine Optimisation (SEO). By tracking where visitors go and observing the actions they take when visiting a web site you can find ways to increase your profits. However many SEO firms do not offer Analytics as part of their service. Although all the traffic a web site receives is beneficial to a certain extent, some types are much more likely to convert into sales. So, here are some main benefits of Web Analytics:

Traffic Sources: By making use of Analytics you can study each individual source of traffic to see how well it is converting. With this information you can identify the type of search phrase or link that sends the most valuable customers to your site. Then you can put your SEO efforts into getting more of this valuable traffic from similar areas.

Site Behavior: By tracking the progress of visitors at your web site you can learn some very useful information. If you study the data on how long visitors stay on certain landing pages and how well different sales pages convert, you can make improvements to your site. By changing the under performing pages to be more like the most effective ones you can significantly increase your overall conversion rate.

Online Marketing: With Analytics you can look into other forms of online marketing to assess their effectiveness. You can track the number of visitors from a specific advert that go on to make a purchase at your site. This information will tell you if the advert is worth the cost you are paying, it could also allow you to make accurate predictions about how a change in your advertising budget would effect profit levels. Other forms of marketing such as email campaigns and pay-per-click advertising can also be tracked so you can continually improve your marketing efforts to make them more profitable.

If you use Analytics on your web site not only will you find out what works but you will also find out what does not work. This can save you a lot of time and money. You could find that a very competitive keyword phrase that your web site has been targeting converts poorly. This type of information is vital because it allows you to use all your time and resources on bringing in traffic that converts well and improves your bottom line. From the points outlined here you should be able to see that if you are not using Web Analytics you are missing out on numerous different ways of improving the conversion rate of your web site.

Omniture is the leading provider of on-demand, Web analytics and online business optimization services-supplying the essential intelligence companies need to successfully improve the performance of online business and marketing initiatives. The company provides its customers with the ability to collect, integrate, analyze and automate the reporting and distribution of multi-channel business information and processes, empowering business users at all levels to make more informed, real time, data-driven decisions.

Omniture’s leadership is the result of significant experience gained over the past ten years helping industry leaders such as AOL, Apple, Countrywide Financial, eBay, GM, HP, MSNShopping, Sears, Time and Wal-Mart drive successful online businesses. Customers represent the largest and most well respected enterprise brands in the world. The right data, the right interpretation, the right optimization— they will bring you incredible value for your marketing investment. Virtually any business solution can be designed to dramatically improve your most urgent needs. Talk with them today!

Understanding the working of a search engine is not indeed that complex. Having said that, a search technology in itself is very sophisticated and yes, a lot complicated to understand for the ones with limited technical knowledge. However, this should not stop us from gaining a basic overview on a search engine’s working.

The working of a search engine can be compared to that of a huge library with books on diverse subjects. Both of them have one thing in common i.e. they both deal in information. A huge resource of information is a prerequisite for both of them to work. To build on this resource, a well stocked library collects and stores books on various subjects from the publishers; a search engine, in a similar way, crawls and indexes WebPages from as much of the World Wide Web as it can. In case of a search engine, information retrieval is through search query and hence when a visitor types in “human anatomy” into the search box, the search engine returns those results that have the word ‘human anatomy’ or related references to it. The number of occurrences of such words in a web page is often referred to as keyword density.

Now once this vast information is collected, the question that comes to our mind is how to ensure that the information delivered is of highest quality. One way of validating quality in a library is to bank on the publishers’ credentials, author’s past works and also the popularity of a book which can be measured by the number of times it has written about in various other sources and media. However, the quality and relevancy of the media is important. Reference of a well known book in a news channel like BBC provides more authenticity than a reference in some channel that people hardly know of. In the context of a search engine, the quality of a web page can be measured by the domain it belongs to and the information it deals with.

The popularity of a library or a search engine is based on the quantity and quality of information resources it deals with and the ease of its accessibility. A search engine is an integration of a well equipped library with world class automated data management and information retrieval technologies, powerful enough to give us what we are looking for within seconds. No wonder the buzz around search engine optimization is reaching phenomenal levels each day!