Finding the perfect SEO tool amidst the many you may have tucked away for safekeeping can be tricky. Ann Smarty suggests organizing tools by task such as search, keyword and backlink. Marketers also can organize the tools by the frequency in which they are used. Smarty provides instructions on how to use two organizational tools that might come in handy: Firefox and Wikipad. For Firefox, the bookmarks are searchable by title within any folder, so you can search stored SEO tools by any keyword, she writes.

You can use search to monitor your company's reputation on the Web, but it helps to educate management before you respond to any bad buzz, according to Lisa Barone. Recently, Yelp announced it would allow businesses to respond to critiques.Barone suggests some situations when a response is necessary -- as when the reviewer becomes angry or misses important facts, or when a genuine amend is required to put out the fire.

Dave McAnally has some lessons he's learned from making recent SEO pitches to potential clients. For example: less is more, especially when it comes to taking the client through too many power point slides. Always tie back to successful metrics and provide possible scenarios for positive outcomes, McAnally writes. "A common mistake is to get really keyword- and tactical-centric," he writes. "Sure their title tags aren't optimized and the site architecture could use work, but so what? First thing is first--find out how they rank in search results today."

Peter Da Vanzo writes that "SEO used to be about tweaking code, but these days, it has more in common with traditional PR and marketing." I couldn't agree more. Search is changing and social networks are playing a major role in the shift. He suggests building on the personal network others write about by tapping into the keywords in the posts. "People will naturally use your keyword terms when they speak about you, both in links, and in context," he writes. Brand recognition won't happen over night. It takes work. But Da Vanzo suggests Google will begin to …

Seth Godin explains two ways to use SEO to make money. The first, owning a keyword in Google paid search or organic search, is a "glorious crapshoot," with only .00001% of companies succeeding. He still thinks it's worth trying. The second technique involves "inventing a trademark and then building a business or service or organization around this trademark that people actually talk about," he writes. "You want to be able to say to someone, 'just type ____ into Google.'"

The U.S. Food and Drug Administration (FDA) recently sent 14 pharmaceutical companies notices that their search campaign violated FDA regulations, according to John Mack. One example points to "vanity" and "redirect" URLs in Google AdWords, which Mack writes Google doesn't allow. It appears, according to Mack, that Google has made an exception to its policy by allowing pharmaceutical marketers to create AdWords that mention drug's benefits without including the drug name. "Consumer might be 'fooled' into thinking they were going to an independent site and not to a pharmaceutical company site," Mack writes. "Would they be harmed? Probably …

"In eight years of operating an Internet business, I've learned that small changes can yield big results," notes Brent Crouch. He notes how he tested various changes in one of his Google AdWords campaigns, including adding a related keyword to the Display URL -- "the url shown when an ad is displayed, but it has nothing to do with where the user is directed to when an ad is clicked" -- which in one case more than triple conversion rates, but in another worked against conversions. These variations in words and scenarios make it important to test, test, test. …

Harith highlights an interesting exchange of tweets on Twitter between Google's Matt Cutts and Michael Gray, also known as Graywolf, who wanted to know why a "'diggbar' page is indexed despite the new noindex tag http://tinyurl.com/dku9nq." Aside from noindex exclusions, the 140-character tweetathon on the microblogging site Twitter covered URLs and robots.txt disallows. The post also highlights a list of other tweet exchanges between Graywolf and Halfdeck, as well as between Graywolf and g1smd.

Arun Radhakrishnan provides a list of nine semantic search engines, along with descriptions and photos for each. Included are Hakia, Kosmix, Exalead, and SenseBot. The appeal of semantic search engines points to less spam and more relevant ads, Radhakrishnan writes. "It would be harder to game a semantic Web engine," he writes. Faster and more accurate query results in less keywords, between three and four max.

Marketers need to pay more attention to keeping keyword campaigns well-organized. Kevin Lee writes that pay-per-click campaigns continue to get more disorganized throughout the years. Most marketers start with Google and simply glue on new campaigns into Google Ad Groups as new associated keywords come along. Paid search campaigns shouldn't reflect the disarray of the economy, Lee writes. He believes keeping campaigns neat could mean greater success in achieving return on investments. And if you began the campaign in Google, tidying up Google Ad Groups will give you an opportunity to expand campaigns into Microsoft and Yahoo.