One of the biggest challenges for an SEO professional is the relatively long delay between implementation and results. Paid search campaigns can begin to show results in 24 hours, yet for SEO the process can take months. This makes effective measurement of results and progress critical. Putting the right analytics tools in place can provide the accountability required by budget managers. For the SEO practitioner, it can also provide valuable insight that can be used to tune and tweak campaigns for the best possible results.