Consider linkbait, widgets, and keywords in URLs when trying to increase the diversity of backlink profiles in domains, according to Rob Ousbey. Sometimes the difficulty of finding links is compounded after realizing you should build them using anchor text of terms that rank. For example, create something cool people want to embed on their site. Badges and widgets don't fall under Ousbey's description of linkbait, but they typically provide some sort of value to the page. Links included in them take the form of a "credit" that doesn't need to be followed by a user.

Those who have migrated to the new Google AdWords interface have probably noticed additional conversion tracking columns in the stats. Joe provides Google's textbook definition and outlines the difference between metrics, many-per-click data vs. one-per-click data, and what it all means. To further emphasis the difference, Joe describes a scenario about Jane running a hiking Web site. Her free newsletter offers hiking tips and information, and a selection of products and gifts. When users come to the Web site to sign up for the newsletter, AdWords will register the conversion as one-per-click.

"SEO or SEM, in my opinion, will be dead as you know it within 6 months," words uttered by Tony Welch that set off a discussion that dominated a panel on Who Killed Social Media? It's not a new revelation, just a fact, he writes. It's not difficult to see the direction and impact of the social Web on search. Tony points to Google's decision to pay more attention to the social Web as a confirmation that people rely much more on Facebook, Twitter, Digg, YouTube and Twitter to get up-to-the-minutes news and community reaction. Think of a search …

Paid search really can affect organic search rankings, according to Mark Jackson. He points to a client, Bluegreen Communities, to demonstrate how backlink anchor text had been optimized without requesting links to the keywords. Previously, Jackson had thought there was no direct correlation between editorial rankings and paid advertisements, but perhaps Google left a hole unplugged. It appears that Google's has been increasingly crawling at crawling JavaScript links on Web sites. Before that, JavaScript links hadn't created problems because they were not considered links. It has caused many PPC ads on Google's content network to show up …

How do you sufficiently track PPC ads in a marketing program when JavaScript tags typically sit in the footer of the browser and the whole page must load before tracking it? George Michie brings up an interesting problem. People typically don't sit around and wait for a slow image-laden page to load. They just move on to the next. When that happens the user gets flagged as untracked, even though they came through a paid advertisement. Arbitrarily assigning a value to keywords doesn't work either. It results in lost opportunity for ads doing well to bring in …

Filtering out IP addresses, such as your own, is one way to stop from tracking irrelevant visits to your Web site. Christina Park writes that it can improve the accuracy of your metrics such as average time on site and geographic location of visitors that might convert from searchers to buyers. Christina provides 10 steps to filter out IPs. Start by collecting IPs from people in your office you don't want to track, she writes. If they don't know their IP address, she provides instructions on how to look it up. Then sign in to your Google Analytics …

A patent filing suggests Google wants to get into in-game advertising. Bill Slawski has found a patent filing from Google that discusses how the company might track and measure ad impressions in a video game. Some attributes Google might look at when defining an ad impression could include quality, length, and percentage of the screen occupied by an advertisement, according to Slawski, who provides a description of each. Google describes the patent as "a realistic measurement by which [advertisers] can compare impressions, and enables them to better understand their ROI for a given ad or campaign."

Bryson Meunier thinks those using paid links should be stigmatized -- like professional athletes who use steroids. He writes, "anabolic steroids and other banned substances used in doping are taken because of their ability to increase an athlete's strength or speed, and equity-passing paid links, if undetected, may artificially inflate a page's link equity and make it possible to compete on terms that it would not naturally bring in traffic." In sports, "doping gives an unfair advantage to one athlete over another. Similar, paid links, gives an advantage to marketers who chooses to use them, but they violate …

Treating the iPhone as a separate ad group for mobile pay-per-click campaigns, when to consider traditional WAP browsers, and the difficulties of monetizing mobile ads are some of the topics Rand Fishkin discusses with Cindy Krum, an expert on AdWords for mobile. Unless a mobile campaign includes ringtones and other downloadable content, it's still difficult to monetize, Krum says. Many people don't feel comfortable entering credit cards numbers into an app on a mobile phone. Google solved that with Google Wallet, which allows people to make purchases on phones running Android without entering a card number each time …

Launching and tracking video results on YouTube, MetaCafe, Viddler, Revver and Vimeo takes work, but Ron Jones explains how TubeMogul makes the process of following campaigns on multiple sites much easier. He provides recommendations on distribution and keyword placement, and tracking and analytics. Include the details when setting up titles and tags, according to Jones. Descriptions should tap into a set of top keywords. The 200-character description should provide enough room to include the landing page URL. And don't forget the "http://" -- because most of the sites you submit your video to will include your description, which …