Who would you cast in supporting roles to describe changes that brands go through during each Google Penguin update? Describing the influence that search engine optimization (SEO) and updates have on brands and Web sites, Todd Bailey characterizes it through well-known stars like Ben Stiller as the algorithm; Gen X strategies, Ethan Hawke; Troy Dyer, SEO slacker golden boy; and others.

Search agency Covario has named James Latham advisory chief marketing officer. He comes to the San Diego company from OpenText where he served as CMO and, previously, the strategy marketing and analytics lead for McCann-Erickson's Relationship Marketing division. Latham also will advise the Covario CEO and board on strategic decisions.

Twitter provides more details on its decision to retire the first version of its API in March. It means that companies not using the new version, v1.1, of the API calls should switch as soon as possible to Embedded Timelines. Unauthenticated requests are not supported in API v1.1. Taylor Singletary tells us that when API v1 is retired, all authenticated and unauthenticated requests to API v1 will return a HTTP 410 Gone status.

Krista LaRiviere shows marketers how to keep backlink strategies simple. She suggests initiating an optimized content marketing strategy to test each backlink with RAID, which means relevance, authority and influence, and diversity. Testing will provide insight on whether the backlink will have a negative or positive influence on content and the site.

Lisa Raehsler debunks five paid-search advertising myths related to what marketers can and can't accomplish for their business. For example, she tells us that while conversions matter, there are other points in the sales proccess that add value. Marketers should analyze any data that provides insight into conversion paths. Consumers have multiple interactions with brands prior to purchasing a product.

Microsoft and private equity firm Silver Lake will help Michael Dell take the No. 3 computer maker private in a $24.4 billion deal. Reuters reports the buyout is expected to close before the end of Q2. J.P. Morgan and Evercore Partners were financial advisors on the deal, which has a $13.65-per-share price. Does this mean Bing becomes the default search engine on all Dell machines?

Baidu reported Tuesday that profits rose 36% in the quarter ending December 2012, and revenue 41.6% for the year, reports HuffPost. Recently, the Chinese search engine expanded beyond traditional search services to add music downloads, travel business, and cloud-based computing.  

Dennis Miedema compares finding a niche with being patient, and explains that one of the common mistakes Web site owners make is not realizing that SEO is about "a war of many battles," rather than one struggle. He describes seven -- and tells us how to prevail over all. For example, exposing weaknesses in competitors' marketing strategies by determining the keywords and marketing channels they use, and whether they have local partnerships.

Adam Singer gives us three reasons why marketers need to use attribution methods that analyze modern paths to purchase. The product marketing manager at Google Analytics explains that on average, customers interact with a brand 4.3 times in the two days before making a purchase. They typically share the product with friends on their mobile devices and research information on the Web from their laptops at home. They also consult reviews, media, and apps. The paths and external signs provide insight into consumer behavior. 

Paid-search ads not continually assessed can become stale and sloppy. Key performance indicators and triggers fluctuate. Purna Virji serves up five key steps, from analyzing quality scores and bids to external factors. Keeping an eye on small changes allows marketers to identify trends and breathe new life into campaigns through frequent audits -- even for campaigns that are not seemingly dipping in profits.