Conferences have begun to use hashtags to let groups of people tweet together to reports on an event. The tweets are written, for example, #teched, #SMX, or #E3. While tweets are only available for 30 days, Ruud Hein provides a method to search for the sound bites long after they technically expire. Hein writes that twits can find news archives through tools Twitter Search, or Twitterfall and TweetDeck. The trick is to add the link to Google Reader. He provides step-by-step instructions. A new Web site known as Twubs allows you to monitor hashtag conversation and any shared …

Keep your content network clean. Establish a test schedule and stick to it. Understand the metrics and focus on the return on investment. Tom Pick provides these three tips, along with details for each, to optimize search engine marketing campaigns in programs such as Google AdWords.

Successful campaigns generate leads, but bringing in customers first requires knowing how to find them. Andrew, who has written on this topic in the past, suggests using ads not just as a way to bring users to your site, but as a filter. For starters, make sure ads communicate the type of customers the products benefit. Rather than concentrate on attracting "the maximum possible eyeballs," focus on getting "high-value" customers to the site. These are potential customers who already know about the products and services, but need an extra push to convert from looking to sales. Andrew suggests well-targeted …

Start thinking about local search campaigns more like pay per click and put local search into its own vertical, rather than lumping it in with traditional search engine optimization, according to David Milum. Milum doesn't believe a local search campaign takes a lot of effort to get up and running. He suggests getting started with keyword research, figuring out the phrases to target, claiming Google and Yahoo local listings with proper categories, and submitting the information to infoUSA, Localeze and Acxiom.

Google has introduced more features to Google Suggest, the tool that suggests search queries as words are typed, in an effort to make searches faster. The features will roll out gradually. Matt McGee believes the two most interesting features in the search suggestions are ads and direct links. Google also will offer suggestions from search results pages. McGee writes that the first few suggestions may be related to your most recent search. The search engine also may tailor the queries to search history, he explains.Editor's Note: Unfortunately, Aaron Goldman's Search Insider column was …

Google Maps Ad Unit, a new feature as part of the AdSense for Maps portfolio, now allows Web developers to overlay AdSense units on a Google Map embedded on sites. Arnold Zafra writes that the units are targeted to the map's view and update as the cursor hovers around them. Providing directions to link the Maps API, Zafra writes that you can easily reposition the ads anywhere within the map by simply specifying an alternative GControlPosition. The ads are location-specific and more helpful than generic AdSense ads, so he believes AdSense Publishers will likely generate more revenue.

There'll always be a need for SEO experts -- as long as Web site designers and developers believe in any of the 85 myths (sometimes tongue-in-cheek, like "SEO is voodoo") cited by Jill Whalen. For example, Web site designers and developers think adding words into a Meta keyword tag is SEO, they design sites completely in Flash and think SEO is all in the H1 tag, and don't understand the importance of the site architecture's influence on SEO.

Although it's expensive to create and optimize pages for search, Mike Moran suggests optimizing one word per page unless there are others with the same or similar meaning such as "certified public accountant" and "CPA." One primary focus should return better results. Moran admits that not all will agree with his practices. Many SEO professionals shoot for three words per page. Others consider variations along with similar meanings. He provides reasons why one works best, as well as ways to turn other words into "secondary targets."

Ad copy can make or break a pay-per-click campaign. It's important to remain concise because search engines only allow 25 characters in each headline and 35 characters in each of the two lines of descriptions. This means text needs to remain relevant. It's also important to track the performance of ads and respond to changes in the data immediately. Tom Demers provides instructions on testing headlines, dynamic keyword insertions, and getting clicks. He suggests moving away from keyword cramming and offers up a slew of alternatives. There's also a lot to consider after creating ad text, such …

After gaining experience rewriting a massive number of URLs and ensuring that the old URL redirected to the new, Jennifer Lopez digs deep to demonstrate the difference between URL rewrites and 301 redirects. She serves up step-by-step instructions and charts to walk SEO professionals through both processes. Lopez says it's important to remember that when a user lands on a page with a rewritten URL, the code behind that page doesn't change. The server still reads the original URL.