As we saw earlier, the visitors tracking module of Google Analytics provides detailed statistics about who is visiting your site and what they are doing there. However, to find out where they came from and how they came to your site, you must use the “Traffic Sources” module.

There is a lot of complicated information in this module, but most people are going to use it to find out three things. Which sites are sending you traffic, how many direct hits to your site, and most importantly, which keywords are being used to send visitors to your site. The last one is is a real boon for SEO masters as they can also see how much time each visitor spends on the site broken down by keyword. You might suddenly find a niche that you haven’t explored yet by looking at what people are searching for.

Good SEO experts will also use this tool to find out commonly used variations of keywords that they have overlooked and optimize their pages accordingly. Really, with the wealth of data available the uses are only limited by your imagination. Along with Visitor Tracking information, Traffic Sources provides a rounded profile about your sites visitors.

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