It is a good article with some nice points on how we should use the file log to see what the failed searches for the day were and correct them immediately if possible. Then I got thinking, there are lots of things people should do on their website using technology and tracking tools (free tools like Google Analytics for example). An real life example goes something like this: A prospective client tells me the other day they are very happy with the amount of web traffic they are getting to their site (3000 unique visitors a day!). I said great, what is your site bounce rate? He says, what’s that? I said the rate that people hit your home page and do nothing but leave. He didn’t know.

Why is that important? If you think your getting 3000 visitors a day to your site and your home page (or entry page) bounce rate is 85%, then only 450 people are really interacting on your site. If this sounds like your site, maybe a home page/entry page redesign is in order or a “funnel” evaluation.

Now go look at your analytics and stop guessing!