There are many ways to measure SEO success. Sage Lewis explains five, taking us through processes such as segmenting and filtering and comparing results to achieve it. For example, ranking high in search engine results remains a byproduct of a successful action. Marketers should track that action and analyze the results, which could include site visitors signing up for a newsletter, calling the company or making a purchase. 

Dave Sottimano introduces marketers to server logs and how to use them by pointing to common issues with Googlebot's crawler, and explaining the nuances of his favorite data analysis app to uncover the tens of thousands of invisible requested URLs. Server logs can help marketers understand what Google's Web crawlers index. 

Twitter announced several changes Friday to its service, such as searching for content within Twitter accounts that a user follows. Search autocomplete shows searchers the most likely terms for queries as they are entered. Spelling corrections will automatically show results for intended queries. And when searching for a proper name, users will see results mentioning that person and their Twitter account name.

Adam Feldstein gives us a recap after attending the Big Boulder conference where he learned about new ways companies use social data and media. Some of the companies giving presentations included execs from Twitter, LinkedIn, and Facebook. All noted they are in the process of developing APIs to provide better access to their huge data sets. Feldstein also notes new challenges on the horizon, such as verification of sources, or getting people to comment. He tells us most people are "passive lurkers," with 9% engaging a bit, and 1% creating most of the content.

Bill Slawski gives us what he calls the 100 best SEO documents of all times. The docs range from the intersection of seach and social to big, big data. It's interesting because he began the list in mid 2000, and never went back to finish it until now. Some of the papers date back to early 2004. For example, "Bigger Index Using Smaller Files and Incremental Updating," which discusses changes at Google that made the search engine must faster dates back to November 2010.

Bing Maps will increase its Venue Map coverage in the worldwide as part of an ongoing partnership with Nokia. There are now more than 2,750 venues in more than 30 countries, with a majority being shopping malls. The platform lets consumers zoom into their favorite mall. The new Venue Maps can be accessed on mobile, too, in the U.K. and U.S.      

Before guiding marketers through ways to identify canonical URLs for large, data-driven sites, Pete Meyers outlines the biggest misunderstanding people have about pages on their Web sites. He tells us most often think of a page as a "physical file containing code," but to a Web crawler a page looks like a unique URL. He tells us one file could generate thousands of unique URLs, and each one is potentially a page in the eyes of an engine. Meyers describes how to track URLs, identify product pages, and know the engines crawl path across company sites.

Russia's No. 1 search engine said it has increased it's global search index in hopes of competing with Google and Bing in local markets. The search engine will expand into other markets, including Turkey, according to Alexander Panov. He tells us Yandex has no plans to enter the U.S. because of the competition; but in local markets it will provide the same volume of services and data that foreign competitors offer.

At the Google I/O developers conference Thursday, the Mountain View, Calif., company said it would add the ability to work offline on its cloud-based offics apps Google Docs. That means people working offline can access the online docs. Th inability to use the docs offline seemed a stumbling block to users, according to Sharon Gaudin. The company also introduced the Chrome browser for the iPhone and the iPad, along with Google Compute Engine, a competitor to Amazon Web Services.