After disproving many conversion optimization "best practices" during the past five years, Chris Goward wants to share some processes and techniques his team tested and that he believes increases Web site conversions and revenue. He tells us that a conversion optimization strategy should initially look at the big picture. Individual tests should teach marketers about the evolving needs of customers by identifying trends and themes. Goward shows marketers how to strengthen weak features in a site by following a strategic framework.

Self-publishing content will become the brand strategy in 2013. Tessa Wegert tells us how relationships between branded content and consumers will change. She points to online content from Coca-Cola that isn't a commercial spot, but rather intended to build affinity and reward customers with fun. That's the new relationship between brand and consumer.

As the mobile generation ages, so do their parents. Justin Freid provides tips on reaching those ages 65 and older. They may not have grown up with a connection to the Internet in their pocket or purse, but they're still tech-savvy and willing to make online purchases. Marketers that don't know how to reach this demographic through content and paid search will leave opportunities on the table. By 2030, 70 million Americans will turn age 65 or older.

Amanda WestBook serves up some tips on remarketing through Google Analytics, a tactic that she believes marketers should explore in 2013. The focus can narrow down to people who use Chrome browsers or really good screen resolutions or English browser settings in Japan. A couple of clicks through her post will also take marketers to a five-part video series on remarketing with Google Analytics on Google's site.

Building visibility for niche topics isn't easy. Alecsy Christensen gives us a dozen basic tips to optimize videos so they have a better chance of serving up on the first page of queries on engines like google.com, youtube.com and bing.com. Christensen takes us through basic processes such as quality checks, titles and tags, as well as links, lengths, and video sitemaps.   

Search marketers may need some help when it comes to budgeting social media programs because -- believe it or not -- many are just starting to integrate social into search strategies. Social media, which now signals SEO, influences how consumers think and feel about the brand. The media supports customer service and can hurt your brand reputation. Jasmine Sandler tells us how marketers can manage budgets and campaigns in this rapidly changing practice.

Erin Griffith tells us how Google wants to prioritize content created by verified writers with authority in certain topics in its results. PageRank aimed at helping to filter spam to create more credible search results, but as Griffith notes, SEO spammers and link scheme experts still found ways around it. So in walks Author Rank. Google verifies individual writers through its social network, Google+, making the network more important. She tells us how it works.

Former Forrester Research Analyst Suresh Vittal has joined Neolane in the newly created role of chief product officer. He brings six years of experience in building the Customer Intelligence practice at Forrester, focused on enterprise marketing technologies, database marketing strategies, and customer analytics. At Neolane, Vittal will guide product direction in traditional and digital marketing channels, such as search, social and mobile.

Google Chairman Eric Schmidt got a firsthand look at how students at a North Korean university search for information and use the Internet. He is part of an American delegation visiting the country. Schmidt has not spoken publicly about his reason for the trip, according to reports. The post highlights Internet surfing and content restrictions in North Korea, but also suggests a major "push to expand computer use in every classroom and workplace."

Search marketing tactics continue to evolve as the search engines rewrite rules. Elisa Gabbert gives us three SEO tactics, along with evidence, marketers may want to put to rest for one reason or another. She starts with over-optimized anchor text and moves on to guest posts and press releases. Yes, guest posts. Gabbert points to a red flag from Google where Matt Cutts acknowledges that guest posts are a favorite tactic of SEOs, which could mean companies overuse and abuse the strategy.