How are you naming images on the page? Chris Heuer says that one of the simplest ways to optimize for Universal search is to name images correctly. Not "jp_77.img," but "rockstar_tshirt" or "used_chevy_impala." If your client sells products, make sure that they tie the image names to the product names, or even a SKU. Sounds like common sense, but Heuer says that there are plenty of companies shooting themselves in the foot with random image file names.

Bridget Shea from SendTec said that the focus on optimizing for Universal search can't just be about organic efforts. Anything that impacts organic search behavior and listings will impact paid search as well. That being said, there's no need to reinvent the wheel when it comes to the overall optimization process. Shea plays a bit of the devil's advocate on the panel -- arguing that Universal search actually only has a "small impact on the core fundamentals of managing paid search campaigns." Paid search is about managing the variables -- a stream of dynamic variables that lead to a …

Unified, Universal, Federated, Combined, Blended ... there are too many adjectives to describe this new era of core search. And just like all the different names, each of the big four engines executes "Universal" search differently. But Lee Odden says that for search pros, the practice of optimizing blogs, video, images, and other kinds of media is fundamentally the same. You take inventory of all digital assets that a client has and match them with the appropriate channels of promotion. (i.e. blogs -- Technorati; pictures -- Flickr; videos -- Blinkx) Simple, right?

I hate when people say "SERP page." SERP stands for Search Engine Results Page so adding Page at the end is redundant. Sorry, had to get that off my chest.

It's not even 9am yet but this gem came out of the sponsored breakfast session... "Consumers these days, you put a search box in front of them and they know what to do with it." -- Carie Coffee from Medio was stating the obvious but it's an important point. Searching is second nature to people now. People know what that box means. In fact, many people think that box is the address bar and use it interchangably. All the more reason why you need make sure you have coverage in search results wherever they appear (traditional web, mobile, …

"Back away from the spreadsheet." -- Gord Hotchkiss of Enquiro, explaining how you get a skewed view of the world when you only look at what happened as opposed to why.

Microsoft just unveiled what might be the most impactful innovation to search marketers in the past couple years. It has released the Keyword Services Platform -- essentially an upgrade to adCenter Labs with wicked Excel functionality. I can't do all the features justice in a blog post but let me just say that it provides (free) tools to search marketers the likes of which we haven't seen since the old Overture keyword selector tool (and that old thing pales in comparison to the rich data available here.)

As if all the nuggets of valuable info isn't enough, Summit attendees also get the chance to win awesome prizes. Case in point -- YouTube gave away one of those highly-coveted Flip digital cameras yesterday, and one lucky Joe will end up getting an Xbox 360 today.

So many startups step up to the plate claiming to be the next best thing to Google, or the next Google-killer. But will any of them ever succeed? Bob Heyman said NO! And anyone who labels themselves a "Google-killer" or "iPhone-killer" or anything like that is pretty much slated to fail miserably.

Jordan Rohan followed up his Internet Awards ceremony with some predictions for which names we'd be paying most attention to next year when it came to Web ads and search.