For those looking for a fairly comprehensive description of SEO, Aaron Wall's recent post on "Spreading The Word of SEO" provides one. He pulls from several industry experts for the post. . Topics covered include the search phrase as a means to measure user intent, the three types of search queries, and the one-page keyword integration. At the end of the post, Wall demonstrates how to pull it all together. Wall also provides a video from Google's Matt Cutts, which details the merits of keyword research in terms of topic selection.

Google Business Listings that appear in Google Maps are free, but a company in Norway is trying to sell the service for a fee, according to Lisa Myers. She writes that misleading clients can have "massive consequences" on the entire search agency industry. . Myers also provides a video hosted on YouTube that explains how to add business listings in Google Maps. The free service allows companies to post information about business categories, photos and more. Google will verify the company's information before posting the information.

Develop a master keyword list, prioritize the list, launch the PPC campaigns, and observe and optimize. Melissa Mackey provides insight on four key step that can help companies integrate PPC and SEO strategies. . Keywords are the basis for both SEO and PPC campaigns, for example. Mackey writes keywords that convert well in PPC can also rank well in SEO. She suggests a good place to start is keeping close tabs on key PPC metrics, such as click-through rates, conversions and quality scores.

Dick Costolo, former Feedburner exec, got swooped up by Twitter to become the company's chief operating officer, according to Loren Baker. He believes the move will prompt Twitter to begin offering services, such as analytics, with a monthly micropayment structure that can track all referrals that pass through the Twitter API, he writes. . Baker believes services will include not just Twitter.com based referrals, but via the various Twitter applications, Twitter syndication, various shorteners and other Twitter powered news items that distribute ideas and links to other sites. This, of course, would make Twitter the new RSS feed.

Danny Sullivan uses Google Maps and news from the California wild fires to demonstrate why Marissa Mayer's idea to use "living URLs" to drive more traffic to newspaper Web siteswon't work. Mayer, the vice president of search product and user experience, testified to the US Senate about the living URL idea in May . The living URL idea means someone would continually update an article, such as information that appears on Wikipedia, Sullivan writes. The very lengthy post, (put aside plenty or reading time) provides details on why the idea won't work, as well as what would.

Discussing title tags, keyword research, linking strategy and more, Michael Buczek provides a quick refresher course on the basics for getting a Web site SEO-ready. He suggests doing this before considering connecting and tapping into other social media to promote goods and services. Start by adding unique title and description meta tags to the page content. Every page on the site has a chance to rank for the keywords featured in the content, Buczek writes. Social media is not the "silver bullet to online marketing," but can bring awareness to the company and Web site, he adds.

Virginia Nusse puts the SEO "hierarchy of needs" into perspective. She explains what happens after a client calls on an SEO professional to build links and social media campaign, but the SEO foundation for those services is too weak to support quality search engine rankings or a link building campaign. Comparing the SEO hierarchy of needs with Maslow's, Nusse steps through a guide of services a company should consider and the type of support required. These include analytics and Web Intelligence, keywords and content, optimized site architecture and on-page elements, usability and optimized Web design, and link …

In a recap of a recent SEOmoz Pro Tranning Seminar, Darren Shaw shares 10 valuable takeaways he plans to implement in his SEO business. For example, Takeaway No. 9: Seth Besmertnik demonstrated how to show clients the value of SEO, and how to keep an SEO project on track. Shaw provides a link to Besmertnik's presentation, along with useful spreadsheets. One tool he particularly likes is the Market Opportunity Calculator.

Marketing Sherpa provides insight into one online marketer supporting SEO services for a university. This marketer managed to improve lead volume 88%, as well as cut costs by creating a template to generate custom landing pages for her PPC ads. The four steps outlined in the strategy helped the team at UMassOnline build and test new landing pages. The UMassOnline team, responsible for recruiting students for online courses at the University of Massachusetts, had a cost-per-lead goal of $25, but the cost rose to more than $300 for one lead. Too many clicks were required to generate …

Brian Carter tells us that Google recently added another broad match called "session-based," which means searchers continue to see ads based on earlier search queries. This could cause irrelevant searches within the same session, he writes. To demonstrate the influence it will have on click-through rates and conversions, he refers to a blog post from Richard Fergie at SEOptimise that describes a scenario with one of its clients. Through the data, Carter provides a chart that compares findings to quantify the outcome of session-based broad match.