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Many Webmasters have never bothered to view their website's server log. Ignoring your server log is like flying with a blind pilot. You may still be cruising along, but you have no idea where you are or where you're headed. If your website is on a free host, you probably don't have access to the server log. However, if you pay for your web host, or if you own the server, you almost always have some access to the server log. In this article, you'll learn what kind of information a typical server log provides, how to analyze that information, and how to use that information to steer your website in a direction for growth and success.

The actual data in the server log is just that, data. Data is of little use without an application to compile, categorize, analyze, and turn it into useful information. The power of server log analysis software varies depending upon the web host, and it's not related to how much you pay for hosting service. I have seen some very low budget web hosts with powerful server log analysis software, and some expensive web hosts that provide only a limited utility. The importance of the server log analysis software is second only to up-time reliabilty when it comes to web hosts. A web server log can tell you who is visiting your web site, where they're coming from, what operating system and web browser they're using, what pages of your website they are viewing, and much more. A smart webmaster performs a regular monthly analysis of the valuable information contained in the server log. Hits

Some webmasters brag about the number of "hits" their website receives, but hits themselves are not important. For example, when a search engine spiders your website, it generates a hit for every page it visits. There are ways to generate millions of hits on a website without anyone ever actually viewing a single page. The important statistics are "page view hits" and "unique visitors". Server log analysis software should tell you how many times each page was viewed. Anaylyzing the popularity of individual pages tells you where to place your most important advertisements, and what kind of new content you should add to your website. The king of all statistics is the number of unique visitors your web site receives. When it comes to selling advertising or joining the most exclusive affiliate programs, a high number of unique visitors each month is the statistic that gets respect. Good analysis software will tell you how many pages each visitor viewed and how long they stayed on your website. The goal is to develop content that gets your visitors to stay longer, a quality sometimes referred to as "stickiness".

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