The stuff a lot of people try to make confusing. It is not.
Google Analytics
If you are in anyway serious about your web strategy then you need to know the following. WHO is on your site. WHERE they are coming from & WHAT they are looking at. Analytics can tell you this and it is FREE.
Pay Per Click
Pay Per Click is a very effective way of getting people to visit your Website. It can also be expensive and not give a R.O.I if not done correctly. If you are a Hotel and it is costing you say €60 per conversion on Pay Per Click & your room is selling for €59 then your campaign is not effective.
If you have a 3rd party managing your PPC campaign then make sure you know the following.
What terms are they bidding on. How much is been spent on bidding on your own business name & how much is been bid on terms that does not have your name. For example The xxxx Hotel wound be your own name term & Hotels in Dublin would be a non term.
How much does it cost per conversion.
How often is your account optimized.
Get full access to your account. It is your information. You pay for it. If you are told you cannot have access then you need to start asking questions why.
SEO
Search Engine Optimzation is getting tougher. The more people trying to get on the 1st page of Google the harder it becomes. There are many so called SEO experts out there. Make sure you select the correct one. Ask for previous SEO projects they have done.
Again transperency is key. Make sure to get regular updates and how your rankings are moving.