SEO doesn't, and shouldn't, end at the click. Renata Tibirica shows us how to marry SEO and "good usability" by determining the goal of a Web site, finding the audience, and determining how quickly site visitors can find what they came for. She calls this "conversion SEO." Tibirica walks through several steps to help SEO professionals get started including remote usability tests, surveys and analytics.

Ana Hoffman defines duplicate content and provides examples of what it means when it turns up in posts as "non-malicious." There are two types, she explains, and both can cause ranking problems if not carefully monitored. Along with possible penalties, she explains the type of duplicate content not to worry about, and ways to fix any issues that might arise.

Advizo CEO Ram Prayaga has an interesting analogy. He equates being considered a content farm by Google like being put on the do-not-fly list, according to Jessica Guynn. Advizo's Web site traffic sunk after Google tweaked its ranking algorithm -- and it wasn't the only one. Guynn gives us a few examples of what some call unjust action.

Simon Heseltine gives us six ways to structure an in-house SEO team. Pick the one that works best for your organization, which will likely depend on its size and strategic direction. Some factors to take into account include training, vendor management, direct reports, and whether or not the strategy should be set up as a hybrid model.

VIP Realty Group, a Fort Myers, Fla. real estate agency, launched The Navia Network and Navia.com, a search engine and Web site with cluster mapping technology. It allows prospective home buyers to zoom in on individual properties, see a street view in Google Maps and narrow their search further by categories, price, size and more. Yvonne Ayala McClellan shares some surprising statistics on home buyers who research property online.

Aaron Wall tells us Google penalized BeatThatQuote.com for spamming activity, but acquired the company anyway. "As an added bonus, the site is building up tons of authoritative links in the background from all the buzz about being bought by Google" and will likely rank better in 30 days if Google indexes it again.

Google released Monday a new AdWords API sample application, AWCLI (AdWords Command Line Interface). Danial Klimkin tells us features offered through the tool, where to download the code, and why marketers might want to use it. The API lets developers design computer programs that interact directly with the AdWords platform.

David Harry believes in the past search engines had difficulties finding strong signals from implicit data, which slowed the progress to personalize search results. So, Google brought social signals into the search query and sped up the process of processing data. Harry tells us how.

Evan Britton believes Facebook should initiate a paid search syndication network, something suggested by MediaPost when the social network first started running ads. At the time, the media relations folks at Facebook appeared mortified at the insinuation it would do such a thing. Britton has a point when it comes to suggesting the possibilities of success for Facebook in paid search, but he gets it wrong when it comes to other efforts. AdSense may generate meaningful dollars, but it's not the only syndication network in town.

Search guy Jim Lanzone signed on with CBS Interactive after the network agreed to acquire his company, Clicker Media, which launched in November 2009 and has been billed as the "TV Guide" of the Internet. Clicker has a recommendation engine, Clicker Predict, to provide suggestions for viewing.