I personally don’t like the word SEO, as it now may give a negative connotation in light of recent search engine updates.
His article carries on to advise about different tools for ones SEO arsenal including the known Google Analytics. If you are not already familiar with Google Analytics, you may want to start paying attention as this will help the most basic user comprehend and increase traffic for their website.
Google Analytics and Webmaster tools are not just for the inexperienced, however definitely for experienced users as well.
The article delves into the background of Google Webmaster tools, features that you should be using (which I found quite interesting), and becoming familiar with some of the search queries. He further explains about Finding optimization with top pages, refining your page level strategy and about Author stats.
It is definitely worth a read. The article may be found at: http://tinyurl.com/mt7pcp8