Matt Cutts points to a post by Rhea Drysdale that explains her fight against Jason Gambert's SEO trademark application. On April 24, 2008, Drysdale filed a notice of opposition to Gambert's SEO trademark application. On March 11, 2010, she won. Cutts explains that Drysdale earned the sort of industry credibility you just can't buy. Drysdale says it took two years, $17,004.33 and an untold amount of frustration and self-doubt to get through this.

Rand Fishkin provides insights into making large ecommerce Web sites easy to crawl so site visitors can not only find a site, but the exact information they want. Rand Fishkin calls this "faceted navigation." He explains what to do if complexities in navigation caused by a "dramatic" number of Web pages that make up the site send visitors and search engine bots in the wrong direction.

Melissa Mackey gives us a few caveats for using Google Conversion Optimizer, and then tells us how it can improve PPC campaigns. She steps through what happens when search volume is significantly higher than the advertiser's budget, as well as how to expand campaigns with the Automatic Match feature in search, and minimize account and bid management times.

Kevin Lee makes a case for integrating offline and online campaigns. If companies want to improve the return on investment (ROI) from advertising campaigns, executives running them will need to get the projects out of silos and create one integrated strategy. It's really that simple. SEO and paid search experts have been telling marketers for years that the campaign strategies should tie to traditional marketing campaigns, but many fail to listen.

For those thinking about setting up a paid click strategy for mobile, start by determining your target audience and become familiar with the devices that audience might use to connect to the Internet on a mobile device. Although there are dozens of handset makers delivering hundreds of models, Jen suggests becoming familiar with the most popular. Jen walks through creating WAP mobile ads in Google by describing how to set up ad groups, add keywords, and create ads and links from the campaign to the company's Web site.

For those who didn't have the patience to make it all the way through Eric Enge's lengthy interview with Matt Cutt, Rand Fishkin provides an illustrated guide to comments on crawling and indexing. The illustrations take you through such subjects as duplicate content that might hurt indexation, qualifiers on whether affiliate links count, faceted navigation, and PageRank sculpting.P>

Alex Cohen provides a long list of techniques to help provide direction to a successful paid search campaign. He explains that you don't need to use all of them, but the larger your account becomes, the more competitive the market segment and the higher paid search spend rises.

YouTube and Viacom plan to release previously sealed documents in a copyright lawsuit, according to All Things Digital. Both companies are scheduled to unseal the complaints and much of the supporting paperwork they've filed in the legal fight that stretches three years. Here's the beef: Viacom argues Google's video site violated its copyright by streaming clips of the company's shows. YouTube argues its actions are protected by federal law.

Startup Trada, which helps small-and-medium size businesses improve the performance of their paid search ad campaigns by connecting them with experts, has raised $2.2 million in a first round of funding. While Trada entered a private beta in January, the service launches Thursday.

Three patents granted Tuesday to Google, Microsoft and Yahoo describe how each search engine might take a close look at page addresses, or URLs on dynamic Web sites, which can often include large amounts of information, Bill Slawski tells us. Slawski writes that in an ideal world, as a web site developer, it is a good practice to set up the URLs for the pages of your site so that there is only one URL for a page. In practice, many sites are set up so that people and search engines can access the same content at different URLs.