Search Engine Consultancy
Position Lab offer a choice of detailed SEO consultancy or in-house training to help get you started, to the point where you can comfortably continue for yourselves.
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Web Stats Analysis, Google Analytics and SEM
Web stats analysis is fairly straightforward, and as far as search engine marketing goes it is indispensable.
Google has a very useful set of free webmaster software tools available for implementation, there is no excuse whatsoever for not taking advantage of their Analytics kit. All you need to do is open up a Google account (free), follow their guide to adding a small code tag identifier to your pages' source code, and you will start receiving a whole wealth of information about visitor activities on your site, not to mention how they arrived at your site in the first place.
The benefits of web stats analysis
By analysing your web stats, you can track the whole arc of a visitor's progress through your site, from what phrase they typed into a search engine to reach your site, what page they came in at, where they went, how long they spent on each page, where they backtracked, whether they filled in a certain form, and where they ultimately leave your site.
Using this system, you can also tag certain pages as a goal you want to be reached. For example, a page that can only be reached by filling in an order can be tagged as a goal. It's a very simple way of keeping tabs on visit-to-conversion ratios.
Other points that would certainly interest you are the length of time people stay on the site or on a particular page, whether they are new or repeat visitors, the geographical region they are from, what computer set up they are using such as their browser settings (which may tell you for example, that you can stop supporting a particular screen resolution setting on your pages).
Measure your success
You can also link your Google Analytics account to your Google Adwords account, which enables you to tie in goals and conversions to which advert groups your visitors are arriving from and determine which one is performing best (and therefore which one you should throw more money at).
However you slice it, the fact is that you can have a sophisticated visitor tracking system, that will integrate with your Google pay-per-click activities, installed on your site for free. It's foolish not to do it, and it will greatly improve your business intelligence.