If you have every wondered what traits it takes to become a search engine optimization leader, Matt Leonard lays it on the line. He starts with A for analytical: knowing what to look for, and creating an action plan from the findings; through C for being calm under fire; to Z for "zero mistakes: Everyone makes mistakes. Leaders have plans in place to find and correct them."

Change Google Analytics Tracking Codes so they credits transactions to the initial referrer rather than the last. Jeremy Aube suggests this tactic will give marketers a better sense on the return paid for marketing campaigns. One problem with this approach, though, is that it's a permanent change that seemingly can't be modified. Aube, however, has figured out a way to fix this dilemma. He suggests using a modified version of ga.js. Attributing the original ga.js modification and idea to John Henson at Lunametrics, Aube has tweaked it a bit to serve his own purpose. He provides code and step-by-step …

As Rand Fishkin continues to update his "Beginner's Guide to Search Engine Optimization," he steps through how to start using Web analytics. Although every business relies on different criteria, Fishkin compiles a universal list of metrics critical to SEO. For starters, Fishkin suggests keeping track of monthly contributions from each traffic source to the site. These would include direct navigation from bookmarks, email links and tracking codes. Consider also referral traffic from links promotions and branding campaign links.

Yahoo Image Search has launched a Creative Commons license filter that lets you quickly find images available for reuse. The creative commons license allows you to use the images without permission. Some may have slight restrictions, which are set by the image's creator. The new tools let you filter images from Flickr to either use commercially or modify with slight edits or tweaks. The Image Search filters also let you narrow the search by color, size, or specific dimensions.

Brad Geddes provides insight on the advantages to pay-per-click campaigns since Google's recent trademark changes in AdWords. The benefits go past reports that stores like Target can now mention Apple's iPod by name in ads. According to Geddes, Google's decision to relax the rules also makes it easier for franchisees and affiliates. Since most franchise trademarks are held by the corporate office, franchisees would previously find their efforts to use the company name in ads rejected. Affiliates also should benefit from the change, Geddes writes, because they can now buy trademarked keywords and their accounts should be treated …

Create automated reports. Review account settings. Create a pay-per-click (PPC) schedule. These are three tasks John outlines that can get marketers more involved in their PPC campaigns for just a few minutes per day. The advice is meant to cpush people who neglect campaigns because they are "too busy" to take initial steps toward real progress. John reminds marketers it's important to designate one task per day, Monday through Friday. It should take between 10 and 30 minutes to accomplish daily. For example: Monday: rotate ads. Tuesday: edit bids. Wednesday: run search query reports and add negative keywords. …

Twitter co-founder Biz Stone talks with Danny Sullivan about how the microblogging site may redesign the home page to reposition as a share and discovery service. The two also discussed how discovery could allow people to share groups of friends; ways third-party software and services continue to grow Twitter, and the importance of SMS. Several video clips provide a close perspective on each topic.

Keep using keywords and meta-description tags. That's the advice from Kandi Humpf, who lays out several supporting facts. While Google controls the "lion's share of the search market," people still use Yahoo and Microsoft search engines. The later two companies still rely on keyword and description meta tags for results pages. Meta tags are still important to social network sites, too. Humpf suggests first thinking about making it easier for people to use your site, and then consider the search engines.

David Harry has put together a SEO Geeks Resource Library with ino on search rankings, concepts, optimization techniques and analysis He plans to introduce new articles and documents as time permits. The new section of the site offers a category that focuses on search-related patents. Harry writes that they are categorized for easy access to "get your geek on!" The research papers provide a variety of information retrieval and other research work that relates to search engines. (You can find the library here: http://www.huomah.com/dojo/the-Library/ )

Greg Jarboe has posted 12 short video clips from interviews with a variety of industry leaders on Twitter tools, tips, tricks, techniques and troubles, or "Twoubles." Brian Cray of Nearby Tweets tells us about his social networking tool in one of the videos. The tool, Nearby Tweets, combines Twitter and local search functions. He calls the public search engine in Twitter "chaotic." Nearby Tweets aims to narrow the stream of tweets to people who are geographically located near the person searching on the topic. There are plans to launch a mobile version, too.