Building a site without using SEO fundamental concepts to build your site is like trying to build a house without using carpenter's tools. As an SEO specialist, my profession is keeping up-to-date with the latest standards imposed by Google and Bing that insist on their users receiving information that is quick, relevant, and engaging. The goal of a webmaster is mastering the tools that equip site owners with the power to track and monitor their sites performance. As my late uncle Clarkie used to say, "Time is money; money is time." The Internet is evolving at such a pace, that time is of the essence, no point in doing it all by yourself. SEO is a science that requires an experienced optimizer to unleash its full potential.Digital Analytics FundamentalsThe customer is the center of your universe. Your visitors, your potential customers will go through various stages before making a final commitment. You will use Google Analytics for tracking the activity of your visitors with the goal in mind to retain them as customers. Theses stages will include: building awareness, acquiring interest, engaging potential customers, driving them towards a conversion on-line or off-line (brick and mortar business) to retain them as a customer. The customer can start their purchase journey at any point along their decision path. Learning your customer's behavior by using Google's Analytics tools will provide the information necessary to adjust your marketing campaigns.Qualitative and Quantitative Data, the four components of using the platform; Data collection Processing Configuration ReportingBy using these principles, you will be able to make informed decisions from data collected about the performance of your site and the ability to interpret the data shown in your reports.