Richard Baxter tells us how to get search volume data directly into Excel. He takes us through an AdWords setup process, lists code for queries, and points to a full installation guide for those who want to really dig in and give the strategy a try. A video explains in detail how to manage the process.

Ecommerce cart abandonment is common when consumers have to leave the screen and search for coupon codes before completing an online transaction. Michael Gray tells marketers how to use coupon codes to their advantage by detailing some opportunities in loyalty programs, as well as Facebook and Twitter posts. For example, determine how much it costs to acquire a new customer and give away something below that price.

SEO experts are urging Google to take notice that local business owners and marketers at competitors are playing hardball in Google Places. It's a blackhat tactic that recently surfaced, causing some listings in Google's local directory to indicate the company will or has closed when it's not true. Mike Blumenthal explained to MediaPost that while Google Places relies on checks and balances for local listings that are aggregated from multiple sources across the Web, user-generated posts sometimes override posts from proprietors, triggering the red flag.

Match types can become a little complicated, especially when there are numerous variations. Take modified broad match, for example. After several broad match keywords got impressions in an account, but not many clicks and few conversions, Bryan Watson thought -- why not give modified broad match a try? He explains when to use modifiers, how this match type might come in handy, and the possibilities for success when used correctly.

Ray Comstock tells us how to use data to drive a successful SEO campaign. He explains the goals of performance reporting, using data to identify potential optimization opportunities, and prioritizing the optimization opportunities so all of the activities provide the best possible return on investment. For example, he explains that standardizing a scoring model can help marketers make better prioritization decisions. Better skills in predicting search traffic, conversion rates and more will produce more successful campaigns.

Trying to fit in search engine optimization alongside a day job? Kevin Gibbons tells us how marketers can make it work. For starters, he writes, try fitting it in during breaks. No fooling. For those who like to "mull over a Sudoku puzzle or crossword" puzzles with a mid-morning latte, "try swapping this for a Google Adwords conundrum." While he admits there's no shortage of shortcuts, Gibbons provides a handful of ideas to learn and tackle SEO.

The price of an item can strongly predict keyword performance, so Andy Taylor believes marketers should include it in the signals assessed by ad bidding systems. He explains why, provides graphs to back up his assertion, and tells us the nuances of how a sophisticated bidding system has the ability to measure the importance of multiple signals simultaneously, incorporating them into the bids of each keyword regardless of the account structure.

Ryan Woolley details some of the important principles for on-site optimization. It may seem obvious, but Woolley reminds marketers to optimize sites for the visitor, not the search engine crawlers. He shows us why this is important with an image that explains some core on-site attributes and how to best use them. He suggests that content such as direct response, which can improve site performance, should not be overlooked. Woolley also tells marketers why it's important to pay attention to site structure, and addresses technical concerns such as redirect errors, and continually adding quality content.

Since marketers still think of Google PageRank as an important metric, Rand Fishkin explains some methods to use and understand PageRank the way that Google provides it -- in the toolbar. Toolbar PageRank is updated randomly, he explains -- somewhere between one and 11 months. In a detailed post, Fishkin tells us what it means for PageRank to update on a "log scale," why the metric has a low correlation to how well content ranks, and how to use historic numbers.

Michael Martinez provides a list of SEO metrics marketers should track and report on. These metrics should help marketers determine the overall value of the work put into the company's Web site. For each of the six metrics, Martinez explains how and why the metrics matter.