Optimizing a web site isn't always as simple as slapping up a title and description for each page.  How do web surfers actually search for information?  Who's coming to your site?  What is the most popular page?  These questions - and many others - can be answered by Google Analytics.

This free service offers greater detail about your web traffic.  It’s useful because it shows how people are searching the web, which then allows for the creation highly targeted marketing campaigns.  Basically, the information allows for easily verifiable effectiveness of any marketing as well as more detailed analysis of who is searching for and viewing a site. At least its way more detailed than the statistics I get from my hosting company.

Some special Google Analytics source code must be placed within the HTML on a web site (its placement is imperative).  Once installed, the Analytics tool takes 24 hours before it is up and running; thereafter, the information is displayed at your Google dashboard. www.google.com/analytics/