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Traffic analysis

There are various ways you can track and monitor the traffic that comes to your web site as a result of your search engine optimization. With some of the methods you will not only see how much traffic you received, from what search engine, and what keywords people are using to find you, but also you will see how users behave after they land on your web site and how many of them actually end up as customers.
All that information is available. Some of it is quite easy to access. As you scale up and want more information and better and faster reporting, you will have to spend more resources, on computers, software programs, and not the least - the time to manage it.
This section contains a very brief introduction to each of the main ways to monitor and analyze both the traffic on your web site and the results of your search engine optimization.

Data collection, analysis, and reporting results

There are three distinct parts to traffic analysis:

• Collection of data
• Analysis of data
• Reporting results

First, you need to collect the visitor data that you want to use as a basis for your mining and reporting. Each of the three methods described in this tutorial have their own advantages and disadvantages.
Second, you need to filter the data - or data mine it - to extract the information you need and make the calculations you want for your reports.
Finally, you need to make some graphical reports of the data you have collected and filtered. This can be real-time or close to real-time reports through a web-browser or printed reports in Word or PDF format.
Sometimes traffic analysis packages come bundled with two or even all three elements included. Trackers and network sniffing products usually include all three parts, and server log analysis tools include the last two.

Statistics are not absolute

There are no absolute numbers and standards on the Internet with regards to statistics and traffic analysis. Each method of collecting data multiplied by the endless number of ways to process and mine it makes it virtually impossible to compare the results of analysis across web sites. You should use traffic analysis to track and monitor trends over time for your own web site. Traffic analysis can also be used to monitor real-time statistics to tune live ad campaigns.

Click-thru reporting in pay for placement services

With some pay for click programs like Overture / Yahoo Search marketing’s and Google’s Adwords, you get a click-thru reporting feature that monitors and graphically presents the visitor traffic to each of your indexed pages on a daily and monthly basis. It also lists the search terms that the visitors used to find each of the web pages you have indexed through Search/Submit.

Trackers - hit counters

Trackers, or hit counters, are essentially small pieces of code placed in a hidden part of your HTML. Each time your page is loaded, the script calls up another server whose database records that your site had a visitor. The tracking server can also record anonymous information about the visitor that requests the web pages at your server.
From a web interface, you will be able to follow the traffic on your web site in almost real time. The types of reports and features you can access vary a lot from one tracker to another. With most of them you can see what search engines people come from, what keywords they used, and in some cases what search engine spiders have been visiting your web site.

Server Monitor Log Analysis

The Server Monitor is a small application that sits on the server and counts who is requesting what from the server. The Server Monitor stores the information in a log file, commonly known as a "server log file". The log file is a standard text file with one line of text for each action. This log file can be analyzed using a number of dedicated applications. One of the most well known producers of such applications is Web Trends.
If you are running your own servers or have a professional hosting solution, you should be able to get access to the raw server monitor log files. In this case, you can run your own reports using a log file analyzer. However, log files for large web sites can become very large, taking up mega bytes of data every day. Some service providers that run server monitor log analysis from a central server and will provide you with access to online reports. They generally include good standard reports, but you will not be able to perform your own filtering.

Network package sniffing

With this technique, the raw data packages on your network are monitored as they pass by. There is no need to insert scripts in your web pages or have the Server monitor application produce log files. It is all handled on a network level.
This gives you several advantages over all other monitoring methods. First, you get access to data that neither a server monitor nor a tracker can pick up, such as "stop requests" (when a user hits the STOP button before the page is loaded). You will also be able to access extremely large amounts of Visitor data much faster. In fact, with some network sniffing products you can get statistics in real time for any size web site.
Network sniffing in itself is just a way of collecting visitor data, similar to a server monitor producing a log. However, network sniffing products often come bundled with some kind of reporting software as well as modules to output the data as traditional server log files or export it directly to a database for further data mining and reporting.

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