The ongoing SEO responsibility of attaining and retaining a productive organic search engine presence requires patience, tenacity, and a focus on every detail that might have an impact. Moderated by Thom Craver (@thomcraver), Web and Database Specialist, Saunders College (RIT), The Tools of the Trade for SEO panel at SES New York 2012 pulled together more than 40 tools in this whirlwind session.