There is often some confusion between SEO & metrics reporting (analytics). Optimizing Web sites using standards-based technology for search engine inclusion is what constitutes SEO. Focusing on valid, semantically correct markup, css-driven layouts, page title, proper headings and fresh content with industry specific keywords defines SEO.

Analytics and metrics reporting is a separate and distinct function that can help improve a client’s page rank by determining visitor trends and usage, which feeds in to SEO.

Analytics is a subset of SEO and I think this is an important distinction to make when presenting these services to clients.