Web Analytics & SEO are critical tools for modern organisations, enabling the optimisation of websites, online services, and digital marketing campaigns. With tools and technology readily available in the market, it is essential for organisations to leverage on the data and insights to aid business decision making.This 3-day introductory course provides a fast-paced, application-based introduction to Web Analytics & SEO, focusing on understanding organisational information needs and applying web analytics to achieve sales and marketing objectives. As an example of a Web Analytics tool, Google Analytics and its suite of tools (such as Google Search Console and Google Tag Manager) will be used to illustrate the application.The course is designed to equip participants with practical knowledge and understanding of web analytics and SEO fundamentals, reporting, web monitoring tools, and application of information to meet business requirements. Case scenarios, examples, exercises and hands-on workshops will be used throughout the course, providing participants with practical hands-on experience.Upon completion of the course, participants will be able to implement and apply web analytics to an array of website analysis and web optimization scenarios.