The world has changed since the advent of the advanced Search Engine Optimization (SEO) Technique.
In a nut shell SEO involves getting pre-qualified traffic to your website by optimizing the websites (organic or algorhythm) by showing up on the number one page on the popular search engines like Google, MSN and Yahoo on certain keywords. More the ranking (towards the number one in number one page) on the search engine better the possibility of getting more pre-qualified traffic on your website.
But now the demand for tracking the behaviour of the customer on your website have become really vital i.e. what they are doing after getting on your website or what are the webpages they are visiting on your site and also the amount of time they are spending on each page, and then tracking the bounce rate. To fullfill these needs Google Analytics kicks in. Google Analytics is a free webmaster tool for tracking those pre qualified leads to your website. You can use Google Analytics as a basic preference or as an advanced user. You will be amazed if you start tracking the customer and you can get a lot of tips from the data gather through Google Analytics and their behavior which drives towards a potential sell. The basic use of Google Analytics is to look at the number and collect data. A typical Google Analytics interface will look like as follows:

• From the DashBoard at a glance you can see the number of people visiting your site on a weekly, monthly or fortnightly basis (You have the option of selecting this preference). Generally if you are getting a lot of hits consider a weekly or fortnightly options, for less traffic or specific traffic website consider the monthly options.
• Tap the sources of traffic, so that you can determine from which search engines they are coming from like Google, Yahoo and MSN and if they are coming from referral sites you can track them as well.
• Tracking which keywords your visiters are typing in order to find your website from the search engines.
  You can know which pages are most popular and are visited by your potential client. You çan get these info from Top Content of Google Analytics.

Also you should need the following skills:

• Ability to copy and paste  the Google Analytics Code to every page of your website.
• Ability to Spot whether the content is serving the right visitor you can get this info from the % of bounce rate.