Ranking for hot topics on your Web site means somehow getting engines to recognize your content quickly. Rand Fishkin and Richard Baxter talk about how to use XML site maps, PubSubHubbub and Twitter to get the deed done. They also talk about the Ping-O-Matic service, which lets SEO professionals send updates to search engines that your blog has new content.

As more marketers turn toward Facebook to reach consumers through paid search ads, it's important to learn how to get the most ROI through this investment. Melissa Mackey serves up tips on Facebook PPC ads. She explains how they work, provides targeting options, and tells us why the estimator tool could become one of the best features of Facebook's PPC set-up process.

Glen tells us how he got a three-month-old site to produce 958,373 visits from Google. By focusing on current events and news, he managed to lock into keywords people search on. Think along the lines of natural disasters, sports results, holidays, reality TV results, and new products, he writes. Sound simple? Perhaps. Without revealing the name of the site, Glen takes you through the steps he took to achieve this success.

Microsoft Bing plans to release this summer free tools for webmasters and SEO professionals built in Silverlight 4. Liva Judic tells us one feature allows Webmasters to submit priority URLs, as well as those they want blocked from indexing in SERPs. He also provides updates on Bing's social updates and wooing of Apple.

Google's latest shift in algorithms, dubbed Caffeine, should speed indexing and serve real-time searches better, but Gary Stein tells us how it will affect they way SEOs do their job. He defines Caffeine, tells us the reasons why your SEO team now needs to "get" social media, and provides tips on watching rankings and competitors closely to determine how the change will influence sites.

Rich Kahn tells us how Ride-Away achieved higher rankings and visibility online in organic search query placements after, in some cases, not being found in search results at all. Kahn explains how most sales and leads for the company came from people searching online for vehicles. He walks us through the implementation for the campaign, and provides the results, which include a 30% lift within two months. The stats are not surprising, as I have heard similar stories before. It's simply a matter of optimizing the site correctly.

Great content doesn't always get ranked high in query results. It also takes a good URL structure to optimize for search engines, according to Mark Jackson. He give examples of good URL structures that make it easier for search engines to recognize, index and serve up content. Jackson explains that some things to keep in mind when building a Web site include the ability to handle canonicalization issues, URL rewriting, adding breadcrumbs, changing headers, and optimizing images.

Ben Mosbarger likens some of paid search campaigns to an old beat-up car: it runs and usually gets you around, but not very well. Similar to a car that runs on all cylinders, you need a paid search campaign that produces the most return on the investment. Mosbarger serves up tips on how to improve relevance and build a site structure that gets results.

Porn sites are popular, but no one tends to links to porn, says Matt Cutts. He says so in his talk with Rand Fishkin, in which the two also discuss headers, status codes, how much of the Web is worth indexing, redirect chains, URL structures, geo-targeting, leaking link juice, and amateur beekeeping.

When Anita Campbell wanted to confirm her ideas on how to improve SEO for small businesses she went to the experts. She subscribes to the philosophy that the more you know about a subject, the better you are able to ask informed questions, hire qualified professionals, and make good decisions to enhance your Web presence. So, she polled nine of her professional SEO and social media colleagues and got answers ranging from, trust in the No. 1 SEO ranking factor, to -- write copy for humans first, before search engines.