Search Engine Optimisation aims to improve your site making it user friendly, Google friendly and providing the right key words and phrases to push your site up the search engine ratings, thus bringing you more attention and more business.

Web analytics is a system used within SEO to determine how well your site is performing. With this information, SEO experts can then employ various means to alter your ratings for the greater good. While analytics can be a complicated business, it is not an exact science.

It will show how much your site is searched and viewed and is very useful in this regard but the one thing it won't do is specify user interaction and whether the viewings are positive or negative.

To get around this, a new product is now on the SEO market. An innovation of information gathering, this product will be web site owner's dreams come true, bringing clarity and understanding to the information gleaned from analytics.

This is a new way of measuring analytics that will give the web site owner so much more useful information about its users and also a big insight into how well it is doing and therefore more ways in which it can be optimised by SEO companies to direct more traffic in the right direction.

How many times have you clicked open a web page to find it's not really what you were looking for, or that the quality of the site was so poor you couldn't be bothered to struggle your way round it? It's all very well web analytics being able to tell you how many people have clicked on your site but that doesn't necessarily say it is working as well as it could be.

With this new SEO product, 'engagement' will now be measured, telling you exactly how people interact with your web site. It will work by measuring amount of interaction on a site via purchases, media, uploads, ratings and comments among other things. Given that all businesses are unique, the system can be updated to give more relevance to certain pages that are viewed and less to others.

This will give the web site owner and his SEO company a much clearer overview of how well the site is doing and what changes need to be made to ensure its search engine friendliness. It will even be able to show how some page items co-relate with others.

To make this new SEO service even better is the fact that it will be free to most users. For those companies who breach a certain level of unique, there will be a subscription fee and this will help to fund the free platform for the wider users. Even when paying for this service, it will still save the web site owner thousands of pounds that used to be spent on analytics.

The only area of concern thrown up in this SEO advancement is the concern that advertisers will gain too much information about web site users, thus infringing on their privacy. Of course, the information will be used to better target advertising, making it more effective, but no web site user wants to be bombarded with advertising.

Like all areas of an ever changing business, this will have to be a tried, tested and attuned use of information retrieval.