• Search Engine Land, Friday, October 2, 2009 2:30 PM

Evan LaPointe describes how to make the handful of reports available in Google Analytics the safety net that keeps an eye out for missing pieces to SEO strategies. These reports can identify canonical issues and duplicate content, but it's important not to rely solely on them as the watchdog, he writes.

"All of this redirecting can potentially cause some major integrity issues in Google Analytics, or any analytics tool for that matter," he writes. For example, redirects can remove critical URL parameters for tracking paid search or other marketing campaigns, or prevent the analytics tool from determining where a visitor came from, often reclassifying referral traffic as direct traffic, he writes.

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