Newcomers to SEO sometimes struggle with the choice of trying to snag traffic by ranking high for the most competitive keywords -- or by going after the more specific, long tail searchers. In this piece, editor Jennifer Laycock delves into why search newbies should target less competitive keyword phrases in their site optimization efforts, arguing that aiming low can help build page rank, drive traffic and increase conversions faster -- by leveraging the power of the 'Search Buying Cycle.'

AdWords has gone mobile, as Google recently sent an announcement to advertisers letting them know that mobile searchers will start seeing their sponsored links. The search giant will only serve keyword-based ads that connect to mobile-optimized landing pages. Advertisers are automatically included, so if they don't want to be charged for mobile clicks, then they have to opt out through their AdWords account.

If it seems like almost every day there's a new vertical search engine making rounds on the blogosphere -- that's because there is! Today's relative newcomer is Omgili (which, in classic Web 2.0 form ,stands for "Oh My God I Love It"), a search engine for discussion boards, forums, and other collective sources of consumer opinion on the Web. Users can search for recommendations about products and services, troubleshooting tips, or personal experiences and information, and Omgili's spider will crawl the various discussions -- not documents or articles -- relevant to the query. h

While Google's role as the undisputed search champ in the U.S. will likely go on unchallenged, the search giant's privacy policies have continued to draw fire -- especially in the UK. According to this short piece from the UK's Web User, meta-search engine Webfetch has seen its traffic double since concerns about search privacy and data retention hit the headlines. On the heels of this traffic surge, the engine has upgraded its algorithm, including enhancements to image search and duplication of results, in a push to continue to siphon off Google's market share.

Including PDF files in Web page optimization efforts may seem like too much work -- especially when the information contained on them can be converted to HTML. But for many companies, these documents are assets like white papers and brochures that convey brand image and deliver information in a way that other mediums can't -- so making them searchable is just as important to driving traffic. Galen DeYoung serves up a 10+1 pack of tips for optimizing PDFs for search, including building links into the document, ensuring that it was created with the most widely accepted version of Adobe …

While Google continues to scrutinize paid links, search pros have found other, outright malicious link-based schemes exploiting the search engine's algorithm -- as in this case history of a company that seems to be cashing in on "transparent link" spam. Search Engine Journal editor Loren Baker provides screen shots, images, examples of the embedded source code, and unsuspecting site-owner feedback in this post that shows how IdealPaydayLoans.com artificially boosts its rankings by hiding outbound links in seemingly harmless hit counters -- and even advertises those same hit counters using AdWords.

Since search engines use geographic info about searchers to help determine which of their portals (.com, .co.uk, .fr, etc.) will deliver the most relevant information and results, it's important for Webmasters to stay on top of how their site is geotargeted - especially if the property is trying to snag international searchers. The engines use a number of factors to determine a site's geo-location, including the language of its content, the domain extension, and even the origin points of the majority of links. The SEOmoz team has created a free tool that Webmasters can use to evaluate their …

Ask City has a new feature that allows users to embed an interactive map onto their Web site or blog -- complete with local business information and driving directions. Users can customize the map with a number of drawing tools, then search inside (or outside of) the chosen area. Ask's local, city-focused map tool also features information on specific attractions, like a movie theater's showtimes. Google added the embed option to its maps service this summer -- and Ask City's move illustrates how the race for innovation in the local search and mapping space is heating up.

While marketers may reach the largest number of potential customers by optimizing for, and advertising on, Google or Yahoo's search pages, supplementing those efforts with the right vertical search engines can yield more qualified, valuable leads. Writer Laura Tiffany gets insight from Jason Prescott, owner of the TopTenWholesale.com vertical search engine in this piece - and then lists ten niche-specific search sites that Web-savvy business owners should be aware of.

The search giants say that click fraud rates are down and under control, while third-party measurement firms like Click Forensics say that advertisers are continuing to pay - and pay dearly -- for fraudulent clicks. Both sides have a vested interest in their arguments, so for search marketers, the best thing to do is be vigilant about monitoring and analyzing their ad traffic. This piece from DM News outlines the basics steps for staying on top of the click fraud issue.