These are one of those things that can turn into a nightmare. Too many things out of your control. 

There's no CG in these things because you don't own the land. Buildings depreciate land appreciates. So you have a depreciating liability with questionable tenure over the site, a rising interest rate out look, no CG opportunity and in all likelihood you'll be negatively geared before too long if not already.

If the ATO site is not clear and a tax accountant can't give you a definitive answer they normally ask the ATO for a decision. That covers everyone's butt

Google has almost 70% of the SE market followed by Bing at around 16% and Yahoo at 11% (and falling). In commercial terms the priority is to optimise for Google and forget the rest (they will follow). There is no way you optimise for the others at the expense of Google.

Google have tutorials, knowledge and "Webmaster Tools" all free and provided to help you design and write content in a way that meets their SE requirements.

90% of SEO is done in the creation stage and for that to be effective it's knowledge of SEO requirements that's important. The best tools won't make a lot of difference to a poorly written and designed site. SEO tools are primarily productivity tools. 

I personally don't get too absorbed with SEO tools. A good web designer will solve most if not all of this for you. If you're doing it yourself and its your first attempt you really are at the beginning of a steep learning curve. SEO tools might seem like the best thing going but analytical tools are more important. Once you get visitors then what they do and how they react will be more important as you tweak your site.

I suggest playing with the free tools first. If you find them wanting you can always spend a dollar and go for the more comprehensive ones like Web CEO, Advanced Web Ranking etc. They're expensive at around the $500 mark but if they improve your productivity and help with analytical interpretation then they're probably worth it.

Get a full schedule of costs when its all over. If I recall correctly you can challenge these fees through the legal professions own oversight body. TerryW or Darryl might be able to chime in here and clarify that for you.

An emotional reaction not a rational one. Rents are decreasing in this area and a relet is scheduled for six months. In that time rents may have dropped further because the trend is down and no immediate driver to reverse that trend as this point. So currently one can assume a $100 reduction is almost a given to stay competitive and that $150 is a probable. $200 is an outside possibility but still possible over the next 6 moths. Time will tell. 

You loose $1200 now knowing you could loose as much as an additional $10 000/yr (assumes a $200/wk reduction) over and above an almost certain $100 reduction. 

The tenant is under some financial duress and in all likelihood will be forced to walk at the end of this tenancy if a counter offer can't be made. The reality is that to relet in a falling market is perilous to say the least. Two weeks vacancy will cost $25/yr. Add reletting costs and that could easily climb to $50/yr. If your forced to drop $200 to acquire a tenant then you could be out a total of $12500 for the next cycle.

50 now plus 50 on anniversary at least keeps the rent at the high end of the market. Sticking to your guns could see you forced to the bottom chasing a new tenant. 

As they say, "better the devil you know than the one you don't".

Ajago let me put things in context for. If you like flying and had studied aircraft and how they flew that kinda suggests where you were before going to see Gehl. Now I give you a manual on how to fly a 3 axis aircraft and we do the black board thing to get this clear in your mind etc. Same as going to a Gehl seminar.

So if I said there's a little single engined Cessna out there go get 'em. How do you think you'd get on. 

The odds of you succeeding have in all reality only been progressed ever so slightly. So where your chances of failing where 100% before. Now they're only 98%. What I suggest you do is find a mentor or someone who's prepared to hand hold you for a while. The website thing is the least of your worries. Go and have a look at comparable websites and see how they do it. Email their webmasters and ask advice/questions etc. Look for the best and the worst to understand what works and what doesn't. 

The rolodex thing is a gimmick and a selling tool to cross sell you into more of his product. There's an even better one that's always up to date. It's called Google and it's free.

You're being groomed, conditioned and manipulated. You probably don't realise it but to have any chance of success you need to understand how HE markets and runs HIS business. Look at what and how HE's doing things and then assess your own reactions to it. When you start to get your head around that you'll understand what Gehls seminars are really all about and it has nothing to do with helping you be the next best thing in internet business.

You might find this interesting reading

http://www.pickaguru.com/guru-gehlderek.html

I'd go with Terry but conditional. I'd do $50 now and another 50 at lease expiry on the condition of a further 12 month extension. 50 now costs you basically 2 weeks rent. Small price to pay for what could be an empty rental and a subsequent price drop of 150 plus fees.