METRICS AND ANALYTICS
Use analytics data to augment search data and better understand your customers. (We’ll talk more about analytics in Chapter 8.) You can learn what they’re searching for that leads them to your site, what pages they find most useful, and what pages other sites find more valuable based on referral data. You can also use analytics to track your organic search efforts. Are you getting qualified traffic from the queries that you have targeted for your searcher personas? And are those searchers finding those pages useful?
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