SEO, Google Analytics & Ads, Magic the Gathering

I'd like to drive some traffic to my site ---------- - which has various content about Magic cards, a short book about Magic that can be purchased, and an opportunity to receive Skill Coaching that uses Magic as a context for weekly personal challenges.

I have Google Analytics implemented on the most basic level, but no events or parameters are set up. I'd like to soup this up somewhat and then work on optimizing all of the landing pages, as well as the content pages that are public. Ideally the candidate would be slightly familiar with Ruby on Rails, or willing to learn a bit.

After we have decent conversion tracking I will want to begin advertising with Google. To nail this part it might help if the candidate knew a little about Magic: the Gathering, and the ways that the culture of players exists online.