Mark Zuckerberg nearly became as rich as Oracle Founder Larry Ellison on Wednesday after he took Facebook public through an Initial Public Offering. His $28.4 billion stake makes him richer than Google's co-founders, according to Ari Levy. He tells us who owns share and who does not, along with how much and what it all means. 

What if local merchants could gain higher rankings in the Places and local search results in Google, Yahoo and Bing by paying for them? That's what Bruce Clay thought he could offer through a third-party company, a legitimate program where Bruce Clay Inc. would become a distributor. The program, Local Paid Inclusions, fell apart after the search engines caught wind of the proposal.

Find New Keywords, a new feature from SEOmoz, allows marketers to view keywords that send Web sites organic search traffic, filter on brand rules, and determine when to track them in campaigns. Marketers can find the tab under the Manage Keywords section. This tool complements the recent rollout of the branded keyword rules and metrics, Karen Semyan explains.

Playing on the children's tale "Goldilocks and the Three Bears," Aaron Wall looks at search engine optimization tactics he defines as spammy, apathy and profitable. He breaks down the strategy into bite-sized pieces such as keyword competition, on-page SEO, and content quality to provide three views for each task. For example, when it comes to anchor text, using the same keyword repeatedly might be too spammy. Taking the links as they come might be considered apathy. A more strategic approach would be to combine related relevant keywords and the right amount of diversity, according to Wall. 

Cindy Krum shares some thoughts on the growth of the mobile search market with Eric Enge. The lengthy discussion goes into detail about the difference between mobile and desktop search; benefits to using analytics, the reasons why someone would create a mobile subdomain rather than the same URL strategy, and more.

Search engine marketing experts often support the marketing department in an organization because SEO has typically been categorized as a marketing tactic. David Waterman reminds us that it is sold as a way to increase Web site visibility and improve search engine rankings. The task is often compared to a Web site designer. But a Web site designer doesn't need to prove return on investment, so he wonders whether companies should tie SEO service back to ROI or ask other departments within an organization to share the cost. 

Kristi Hines can name around 40. Aimed at searchers looking for alternatives to Bing, Google and Yahoo, Hines put together a list of search engines, from Blinkx to Clipblast. She lists the name of each, provides a brief description and adds a screenshot to show users what they can expect.