Welcome to the Working Web is a four-part series of programs designed to make your organization's web site work for you. They'll give basic tools that will help you change your web site from a static, unchanging set of pages to an active window into your organization's activity, maybe even helping to generate revenue along the way.

This first program, led by Wil Reynolds of SEER Interactive , is a primer on web statistics. It's for anyone who's even slightly confused by the difference between a "hit" and a "visit," or who doesn't even know where to find their web stats.

Web stats can be an incredibly rich source of information about the kind of people who are interested in your organization--where they come from, how they find you, what they are interested in, and what they like best about your site. You can also use them to judge the effect of advertising and fundraising campaigns.

Once we cover the basics, we'll apply this knowledge to the world of Search Engine Optimization, better known as "how do I get to the top of a Google Search?"

Wil Reynolds , of Philadelphia-based SEER Interactive , is a national expert on SEO. His expertise has helped him build one of the country's best SEO firms, but he is also well known for sharing his knowledge in dynamic, compelling presentations .