A company domain name is probably the most critical element of a Web site, according to Virginia Nussey. She offers guidelines and recommendations for picking a name that supports the brand and the company's goals and provides a few ideas to consider, such as keeping it simple and determining whether consumers remember the company -- either by brand or keywords.

Rand Fishkin sets out to discover whether he can move the rankings for a particular site through search volume and clicks. He picks a blog and tells us a bit of history behind it, and why he made that choice. The results are in a slide presentation. He also provides us with his overall takeaway from the test, and explains why he was shocked to see the click-through and engagement rates from Google+.

At Google's recent Think Mobile event in London, company executives shared research on the mobile market in the U.K. The AdMob network, which serves up ads on more than 89,000 Web sites, supports U.K. consumers who like to search the Web and shop. In fact, 45% of U.K. smartphone owners use it to help with shopping, 28% to look for inspiration while shopping, and 15% to evaluate products. It turns out that smartphone research frequently leads to sales either on the phone, in-store or desktop PC, according to Matt Brocklehurst, who provides many more statistics on mobile use in the …

Timothy Jordan, developer advocate at Google on the Google+ Project, tells marketers to hold off on implementing a company presence on the social site, but to go for it if one person in the company wants to designate a company representative. He points to Michael Dell as an example. Aside from insight on what's to come for Google+, he provides best practices for using the +1 button, as well as tips on adding the +1 button to categories.

Marios Alexandrou provides some SEO tactics that will give marketers an opportunity to get through the various legal and regulatory reviews typical of the pharmaceutical industry. But while the tips from keyword-rich internal links to links from other owned sites outline dos and don'ts specifically targeted at supporting marketers in pharma, any market segment with regulatory issues could pick up a tip or two from his advice.

Erik Freeman gives us a roundup of the most important search industry developments. He pulls together interesting tips, stories and other tidbits on Google+. The news covers a new way to invite friends on the social site to a two-step verification on sign-ins to privacy concerns published by Lifehacker. Freeman provides the link.

Google has tweaked the format for Webmaster videos, changing them from quick, informational clips to longer, in-depth explanations of topics. For example, the latest describes the limits for Google 301 permanent or chained together redirects. In the video, Matt Cutts tells us the most common redirect -- the movement from one site to another -- before explaining how to implement the process.

Bill Slawski has found a Google patent describing three separate searches for one keyword phrase. The technology breaks up the phrase into several sets of queries without the searcher realizing it. He describes it as a search within a search. The patent, called "Multiple related searches," makes Slawski ponder whether it would have an influence on long-tail queries and sites that attempt to optimize for them. Leaving out one word from a search consisting of four words would throw off optimization for that phrase.

Kate Morris tells us how to discover brand advocates through link-building tips. She suggests reaching out to customers who have a Web site -- a tip that seems so simple Morris calls it a "head-smacking tip." Morris describes how to collect information, add it to the form, and process it once it has been gathered. She calls it a long-term growth strategy to finding brand advocates.

Ever need to fix a broken link? Harrison Jones explains that link reclamation is the process of locating, contacting and fixing broken links on a Web site. He takes us through the necessary tools and where to investigate if the link needs fixing, and tells us how to fix the broken links once found. Jones writes that link reclamation is needed whenever content is removed, URLs are changed, or the Web site is redesigned.