Rebuilding and optimizing a Web site takes time. Some in-house SEO professionals need more than Bruce Clay's new SEOToolSet platform. Jessica Lee serves up a list of requirements professionals should have fulfilled even before the company commits to using free tools or opening purse strings for licenses. Stepping through the process to get buy-in, she tells us how to secure management's commitment, approval for training and education, and access to experts.

Quora is the Q&A site that wants to become better and bigger than Yahoo Answers or Answers.com. While Tad Chef isn't that active on the site, he managed to find 30 links to articles about Quora to help you get an actual return on the investment from the experience.

Rand Fishkin talks with Bing's Stefan Weitz to discuss implications of using clickstream data in Bing's search algorithm. Bing is trying to to ensure searchers get relevant information from a variety of sources. Weitz also gives insight into the future of Bing Webmaster Tools.

Matt Krautstrunk gives us a list of what he considers "top-notch WordPress plugins" for SEO to improve search engine rankings. Descriptions and screen shots provide a comprehensive overview of each. Using the tools properly to optimize content will help your site potentially attract traffic and a more targeted audience.

Since automated rules recently became available for AdWords accounts, Joseph Kerschbaum digs in to the technical details to teach us about this "powerful new feature." Kerschbaum analyzes numerous requirements and criteria marketers can use when setting up automated rules. Aside from covering structures and basic setups, he explains multiple rule requirements, and examines right frequency settings and time-frame comparisons.

Google this week was granted a new patent on different ways to identify synonyms, according to Bill Slawski. He tells us the patent explores approaches that look at how words are used within pages online, how close together those words appear within documents, and why it would help the engine find other ways to identify queries.

David Kirkpatrick tells us about an online retailer with an under performing paid search campaign that didn't have the resources to correct the failing strategy. He explains that while the end result seemed fairly easy to predict, the company managed to optimize the campaign even though it seemed hopeless. Kirkpatrick outlines three steps that corrected efforts. He also details the results, so those in a similar situation can gain insights.

A debate has raged for years on whether to allow companies to buy keywords based on trademark words. Beginning in March, both Microsoft and Yahoo will allow advertisers to buy paid search trademark keywords, according to Joe Mullin. He tells us Google has allowed ads keyed off trademarked keywords in the U.S. for several years, and expanded the policy worldwide in 2009. Aside from the trademark issue, Mullin runs down other legal battles Google has fought, "where competitors were too timid to take on the challenge, but will benefit nonetheless."

Although uncommon, smartphone malware is making its way through Android applications, according to Tim Strazzere. He explains it's called HongTouTou, also known as ADRD Trojan. Unknown to the user, the malware requests additional user permissions and appears to execute a set of search-related activities in the background including keyword searches and clicks on specific search results.

Paid search and SEO work together well. So, if a company runs a campaign in one, it probably should run one in the other, too. Marketers need to find the balance in paid and unpaid listings. Alex Cohen describes how, by using PC protection software Norton Antivirus as an example to illustrate the concept. He runs through long-tail search queries, Google Boost, and local search tactics.