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Analytics:
Analytics allow you to monitor your site. To see not just how many visitors your site has, but how they found it, what pages they are looking at, and even where they are from. It's one of the best ways to get to understand your market and to gauge the success of your SEO campaign.
Setting up analytics involves inserting a code into your computer code. Once its successfully installed, it will begin compiling information. Among the information it can provide are the keywords prospects used to find your site and how long they were on your site. Analytics is also an excellent way to gauge a pay per click campaigns success, especially if you use a specially developed landing page. If the bounce rate for this page is extremely high, it means prospects aren't moving past it. It means they aren't finding what they are looking for.
Analytics aren't entirely accurate, but they are still an excellent tool, one many direct marketing writers of the past would have loved to have had.
The analytics program Scott Salwolke recommends to clients is Google Analytics. Its easy to install, provides a wealth of information, and most importantly is free. It can also be tied into your Google Adwords campaign.
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