Google Analytics & Other Goodies: Free & Wow!

If you live on planet earth and have ever been on the Internet, you probably are aware of the number one online brand, Google.
There brand message is "Don't Be Evil."  It's an interesting slogan to have and you know what, there is some skepticism about it lately.
But lets talk about how Google is playing nice.  Besides their popular Gmail program, Google Maps and a host of the other tools, there are some great new tools that can help you in your marketing efforts.  At AmeriStart, we are now devout users of Google Analytics and Google Webmaster Tools.
Want to know Why?

GOOGLE FREE
Google is of course a wildly successful Internet based company.  They have completely transformed the marketing landscape in the US and have had a significant global impact.  Barring China, they have infiltrated into every civilized country on the planet.
Google has always provided their core product, Google Search for free.  After a few years, when they began do their Pay Per Click advertising and the revenue started pouring in, they invested into many different types of software and R&D.  Some things they acquired and others they created (Google allows all employees to spend 20% of their time on personal projects).
The two more marketing oriented ones they released to the public recently include Google Analytics and Google Webmaster Tools.  Google even has "Gadgets," which we have not yet embraced at Ameristart, but may at some point.  Lets look at the two highlighted tools.
GOOGLE WEBMASTER TOOLS
Google Webmaster tools are really the kind of tools that you need to optimize your web site for better indexing by Google.  You can create site maps, have Google analyze your site, do key word research and more. 
It makes sense that they would give away these webmaster tools because it helps Google better index your website and if they are serving up better search results, more people will use it and they can sell more ads.  Advertising is of course their primary revenue source.
GOOGLE ANALYTICS
This is my real favorite tool.  A few years ago, Google acquired an analytics company called Urchin and quickly released what is now commonly referred to as Google Analytics.  Traditionally, web analytics were really in two distinct categories for most businesses.  Either free and very technical (mostly raw data that you would need to manage in outside programs like Excel) or on the other end of the spectrum there were relatively expensive analytics software that provided you with significantly more visual representation of the data.  Google snapped up Urchin and basically said "Why don't we offer great reporting data for free."  Boy, we're they on target with that one.  I haven't looked back since I was first introduced to it.
Google Analytics will track web site usage data from unique visitors, to site paths, to bounce rates (how many people drop off your site after one page visit) to sources of traffic and more.  They ahve an interesting "site overlay" tool that you can look at what links your visitors are clicking on.  Google Analytics also allows you to create what they call "Conversion Goals" that you personally set as benchmark metrics.  Google Analytics are easy to install and provide exceptional marketing data.
BOTTOM LINE
You really should consider how the various Google tools can assist you in your marketing initiatives in the US.  Its a matter of trial and error in many cases.  Use them, they will help!