As an SEM Specialist, I must understand the different algorithms search engines use in their work. I also need to have an understanding of how my client's target audience searches these engines.
Analytical tools and their test results offer the most valuable information about visitors searching and browsing behavior. The resulting traffic changes and most frequent keyword phrases that appear in these web analytics reports are the Site Catalyst of any SEO campaign.
This helps one understand the information retrieval algorithms and heuristics process that takes place when search engines qualify a web page for a particular keyword phrase. That is why in order for a web page to be considered relevant, its content organization must accommodate a wide variety of direct and semi-direct search behavior, which is mostly disclosed by its own metrics, in a given time period.