When using an analytics package, it's hard to go past the free and full-featured Google Analytics package. While it is easy to set up, I seldom see people making full use of the tools available within the  package. As well as simple tracking of hits and visitors, here are some of the more advanced fatures you should

Search engine optimisation. everyone talks about it, but what is it exactly? In broad terms it is the process of tweaking your site to to give it maximum visibility on search engines. There are countless websites and blogs that talk about the many ways to do this, so I'm not going to repeat all that information here.