It's one of those unanswered question we will hear a lot this year: How does social media influence paid search? Alex Cohen presents research to support his thesis that friends and colleagues influence our decisions. Cohen believes Google took the first step toward monetizing relationships by adding the +1 box on text ads. He tells us where Google finds the relationships, potential future social extensions, and more.

Matt Cutts reviews a book by Steven Levy called "In the Plex: How Google Thinks, Works, and Shapes Our Lives." Cutts gives the book a thumbs up when it comes to providing insight on "how Google thinks." The review tells us why Cutts likes some -- but not all -- points in the book, as well as topics he thinks got short-changed.

Automation drives down costs. For some industries it can eliminate costs. Adam Feldstein tells us about a reporting tool SEOmoz is building to help SEOs professionals compare and analyze factors that that lead to particular sites ranking in the top ten for certain keywords. It also will assist in discovering opportunities to improve a target site's rankings. He gives us a list of the metrics that go into the reporting tool and an overview on how it will work.

Integrating paid-search marketing and display ad campaigns can yield high returns. Marketers continually hear that chant. But eMarketer's David Hallerman refers to research from iProspect, Efficient Frontier and Forrester Research to make the point. While manipulating large amounts of data to combined search and display ad campaigns remains in the early stage, he tells us that unifying online ad campaigns makes overcoming challenges worth both time and money.

Here's a twist on a well-worn topic: How Google's Panda/Farmer Algorithm Could Affect Email Marketing. Hal Licino tells us how the change could have an "unforeseen impact on email marketing" that could change it "profoundly." He serves up advice and suggests that email marketers tighten up their email subscription list practices before being forced to do so by a "Panda Farmer-ization of ISP spam controls.

Google has invested $168 million in the Ivanpah Solar Electric Generating System, following a $300 million investment by NRG Solar and finalizing the $1.6 billion in U.S. Department of Energy loan guarantees, according to Amiram Barkat. The energy project sits in California's Mojave Desert. He tells us the project, scheduled for completion by 2013, will provide electricity under separate agreements to Pacific Gas and Electric, and Southern California Edison.

Rand Fishkin identifies some pitfalls that SEOs can encounter and how to avoid them by thinking about the links they build. Fishkin discusses some of the "real dangers," "pitfalls," and how to dig out of a hole. He provides a long list of advice, but for starters suggests playing it safe by not using any tactics that don't have some editorial endorsement behind them.

Julie Batten provides insight on Google's work to integrate social reviews into the core algorithm. She tells us what it means for advertisers, organic rankings, and how companies can earn that coveted +1 click. Batten explains that reporting that tells companies the number of +1 signals received is not available today, but Google will release a feature in AdWords under the Dimensions tab.

Google may have relocated to Hong Kong to support the Chinese market, but the Chinese press reports Facebook signed an agreement with Baidu to create a social networking Web site in China, according to Mark Lee. Google relocated operations last year. Chinese government officials restricted some search content, and blocked the ability to access YouTube and other Google sites in the country.

Spring cleaning isn't just about dusting furniture and purging unwanted items from the home, but rather taking a closer look at keywords to fine-tune paid-search campaigns. Mike suggests reviewing zero impression keywords, and refreshing copy and goals to keep paid-search campaigns running lean.