Linking strategies vary widely and become complex. Ted Ives makes it simple by creating step-by-step instructions on tips for everything from characterizing links to linking strategies worth considering. Some of those less-considered strategies include coupons. He explains how coupons can create a great promotion as well as gain links. And while black-hat approaches are frowned on -- not only by engines, but by many search experts, Ives brings these methods to our attention with the hope that more experts will steer clear.

More data doesn't always tell the story. Marketers need to know how to sort through the data to find the gems. Lars Lofgren serves up tips on how to identify "vanity metrics" -- the data points that "make us feel good" if they go up, but don't help marketers make decisions. Lofgren provides advice on analyzing actionable metrics. If the metric doesn't help the marketer take action, ditch it, he writes.

Thinking about using Pinterest as a research tool? These four tips can get marketers started. They range from categories, gifts, and descriptions to boards. While Kaila Strong provides tips to marketers, hidden in the detailed descriptions are ways that marketers can explore possibilities for new product development. She tells us to search for content related to the new industry when thinking about entering new markets -- but that strategy could easily be used to explore new products as well.

Should a company outsource SEO services or bring them in-house? Andre Alpar tells us why companies might want to consider a combination of both. He argues for both options, and provides hints on how to find the right mix. In the list of reasons for bringing the strategy in-house, marketers may find speed, cost and integration of media within the company. Alpar also touches on how the particular points might play out.

Cindy Krum tells us about the impact of the new Google smartphone bot and how you can use it to make the most of your mobile content. It's a follow-up to a discussion on how the new smartphone bot works and how to author redirects correctly to be sure that mobile content gets indexed properly. Krum explores such topics as avoiding duplicate content, as well as avoiding 404 errors and misdirects.

Google is testing a semantic search update, according to David Angotti. He provides an example: "when a user searches 'who directed The Hunger Games,' the answer is provided at the top of the search results. In addition, some users are provided additional information and pictures related to Gary Ross on the right-hand side where ads normally appear." As many of us know, it's not uncommon to see changes in search results that Google may or may not implement.

Following separate link-building guides from Oli Gardner and iAcquire will help marketers identify their Web site audience, build a list of prospects, plan and execute successful pieces of content, and convince influencers to create content for the site. That's according to Michael King, who believes combining the best tactics from both can create successful link-building strategies. The combined guides take us through months of link-building tips and philosophies, such as identifying share of voice, and how to crowdsource posts, do interviews, and conduct blog contests offing awesome prizes.

Melissa Addison details changes to Facebook's Ad Creation Tool, the primary method of creating Facebook ads outside of Facebook’s Power Editor or through Facebook’s API. She includes screen shots to take marketers through the process. The tool includes a step-by-step guide that customizes the input fields from information already entered.

Evidently Google and other search engines have a constitutional right to control what serves up in search results, according to UCLA law professor Eugene Volokh. A report commissioned by Google and authored by Volokh asserts that search engine results are a form of opinion, where companies offer information they believe is most relevant to users. Jeff Roberts compares the study to First Amendment rights claimed by newspapers.

For naysayers who believe voice search will not become the next tool for engines, The New York Times reports LG Electronics will ship two Web-enabled Google televisions to the United States. The models will have built-in technology that controls set-top boxes with voice-enabled search. Users can change channels or volume or play games with a swoop. Searching for content will mean telling the TV. Google will use Web-enabled TVs to boost its audience for Google+ and YouTube's original content programming.