Peter Da Vanzo makes assertions about ranking factors in Google's search engine results pages based on a patent unearthed by Bill Slawski over at SEO By the Sea. The patent, Ranking Documents, describes how changes to a page by a webmaster may cause Google's technology to initially shift ranking, randomly, before settling on a specific order. Da Vanzo tells us the problems associated with this process and digs into Google's definition of "spammers."

What happens when news breaks in Google+ and no one is around to read about it? Fraser Cain shares tips on creating a Google+ following, after building one that supports 10,000 engaged fans. In a one-on-one interview with Eric Siu, Cain talks about ways to create unique campaigns, introduce people to each other on the social network to spur conversation, and the benefits of video Hangouts.

Getting buried in data is easy, so think about the one metric that matters (OMTM), according to Ben Yoskovitz. Here is where it becomes complicated, because the OMTM will change. Yoskovitz gives us four reasons that marketers need an OMTM, and tells us what to look for and how to pick it depending on the stage of the business. Then he provides advice on how to use the metric. 

Rae Hoffman-Dolan shares what she learned after making the jump from SEO consultant to agency. For starters, know your strengths and weaknesses. Before going solo, she suggests asking yourself whether you can really handle every aspect of running an agency. If not, find someone to complement your skills. Work quietly together for a few months and see how it goes. If all goes well, make it official. She guides us through all the steps needed to start an agency, from finding a partner to locating office space.

Mike Blumenthal spotted Google's test for new car leads on its search engine in the San Francisco market. He tells us that the product, dubbed Google Comparison Ads for Autos, allows customers to anonymously request quotes for inventory in stock. The results are focused on "lower sales funnel queries." Blumenthal takes us through the process, provides a few screen shots to demonstrate the point, and includes a video from PGC Digital marketing explaining the program.

Gregg Stewart believes local search results continue to favor directories and listing aggregators, so it's time to adjust strategies. He suggests reviewing local Web site traffic generation during the past few months. If it has declined, look at the specific organic search traffic to see if that caused it. From there, he provides several other steps to optimize the campaign.

Bing, which comScore now estimates powers 25.6% of searches, continues to prepare for the arrival of Windows 8. Kieran McDonald tells us how the engine goes beyond machine learning techniques to serve up content. McDonald details how Microsoft ensures that the results match the intent of the query. He delves into Bing's internal indexes to explain how this works.

Localeze on Tuesday said it will provide online business listings to Centzy, a local search engine that compares businesses based on prices, reviews, store hours, and proximity to a user's work or home. The service should help consumers more easily find local businesses, as well as the best prices at local dry cleaners, clothing stores or hair salons.

Search guru Collin Cornwell has joined search marketing agencies Covario as vice president of global client strategies. He will provide clients with search, social, mobile, and content marketing directions. Cornwell comes to Covario from iCrossing, where he served as senior VP of search engine optimization services.

Sherice Jacob gives us a "one-stop checklist" to ensure that messages in a written and posted blog post are described as intented. The tips range from writing the draft to optimizing the content to tagging and titling the piece. She suggests doing the keyword research and crafting a title with the best, keeping it to no more than 70 characters. Add tags, post to categories, and double-check the content before hitting the publish button.