A few pointers about your web stats and what they mean.

Search phrases

These will show exactly which keywords visitors are using to reach your site. These are critical in that they inform your own keyword usage and content and will help you with your search engine positioning.

Numbers of unique visitors

No matter how many pages a visitor reads on your website they are only counted as one visitor, this shows exactly how many visitors are reaching your website. This will show you over time if your traffic is increasing or decreasing over time. Telling you whether you need to concentrate on optimising your site to increase your search engine rankings.

Visit lengths

A critical statistic again if people are leaving quickly the content and look of your site has to be improved. Certainly you will get a certain amount of short visits as people realise they have found the wrong site.

Pages

This shows which pages on your site are the most popular, this information should be used to develop those pages which are not as popular, again a pointer to cntent and visual impact

Referrals

In terms of linking this is very important, it shows where your traffic is originating from how they found you and who is linking to you.

Error reports

These should be addressed very promptly, if you find visitors are having problems accessing any part of your site, you can correct these errors so visitors do not click away from your site.

At Verve, web design Shropshire, we constantly analyse all our clients Google Analytics and advise and fix any problems that are occurring and use the positive information to further enhance the sites optimisation.