Search Engine Optimization (SEO) is an on-going process. For most of the successful campaigns, regular monitoring, tracking, analysis and modifications are needed in order to achieve the highest Return On Investment.

Two of the essential tools that are required in any SEO initiatives are:

1. Google Analytics
Google Analytics is a web analytics tool that gives you rich insights into your website traffic and marketing effectiveness. The tool comes with powerful, flexible and easy-to-use features that allows you see and analyze your traffic data.

The tool can track visitors from all referrers such as search engines, display advertising, pay-per-click networks and email marketing etc.

To signup for the tool, you can visit Google Analytics

2. Google Webmaster Tool
Google Webmaster Tools provides you with detailed reports about your pages’ visibility on Google. It allows you to check indexing status of your website as well as optimize the website’s visibility.

Some of the capabilities of the tool are:

* Setting a preferred domain
* Submit and check a sitemap
* Generate and check robots.txt file
* Check and set the crawl rate
* List internal and external pages that link to the site
* View statistics about how Google indexes the site
* See the PageRank of your website
* See what keyword searches on Google has led to the website being listed in the listing and the click through rates of such listings

To signup for the tool, you can visit Google Webmaster Tool