SEMPO, the nonprofit organization serving the search industry, is finalizing plans for the first annual Member Forum expected to take place in spring 2016 in San Diego. The organization hopes city Leaders and organizers will become important contributors to the agenda. SEMPO events will focus on education, networking, and research such as the Annual State of Search Survey. To support its educational mission, the organization provides a professional-level webinar series, a "101" webinar series, and face-to-face education programs delivered at the local level that provide opportunities for members to network throughout the world.

It may sound simple, but there's a method to Rand Fishkin's thinking. He explains tactics marketers can use to build loyal audiences before Google's mobile April 21, deadline. Fishkin steps through some of the more important processes such as tips for personalization, how to build loyal audiences and focus on efforts, and where SEO fits in the process.

Cloud services require tons of room to store data. Search and email services require tons of data storage, too. The Des Moines Register reports Iowa gave Google $16.8 million in tax incentives for the data center project, and the search giant is expected to ask for $19.8 million more in sales and use-tax refunds. In return, Google would have to create up to 70 new jobs in the area.

Google has updated its URL mobile algorithm and presentation after realizing the longer ones that serve up in search results has become somewhat of an issue. A well-structured URL offer users a quick hint about the page topic and how the page fits within the Web site. The change aims to better reflect the names of Web sites, using the real-world name of the site instead of the domain name, and the URL structure of the sites in a breadcrumbs-like format.

SEMPO, the nonprofit group for SEO and digital marketing professionals, launches SEMPO Cities to bring its resources to local experts. The initiative will replace informal local member groups with standardized support, including marketing materials, member education, tool kits, monthly calls and fundraising help.

Governments worldwide have "no-go zones," but Google goes there as part of its basic mission for a free and open Internet, writes Dana Blankenhorn. Google will run under United States laws in the U.S., but international laws everywhere else. If the company cooperates with the NSA in the U.S., should it do the same with the Chinese secret police or Iranian secret police? Caught in the cross hairs, Blankenhorn explains.

Yahoo Mail announced Thursday partnerships with LinkedIn and Twitter to integrate more advanced contact details into its new contact cards feature. Company and title information from LinkedIn and recent Tweets, along with social provides, will combine with existing data to complete contact information at a glance, without leaving their inbox. The feature launches in the U.S.

Eric Enge introduces the general concept of content quality analysis, why it should matter to you, and how to use term frequency (TF) analysis to gather ideas on how to improve your content. He demonstrates to marketers how to use TF analysis to get clues as to what Google values in content on sites that outrank your brand's. He explains conceptualizing page quality, ranking factors, and more.

Predictive technologies set the stage for machines to think, per Maxwell Wessel. He said the world may never see true artificial intelligence in his lifetime, but will see machines capable of handling many traditionally white collar tasks that millions of individuals, sitting in front of computer screens every day, are paid to complete. Wessel describes the new urban infrastructure and how that will change marketing and advertising.

Google reportedly wants to help brands target ads in search results based on consumer data already in brands’ possession. In particular, “Google has suggested that advertisers hand over customer information, such as email addresses, which Google would then use to target the ads,” The Wall Street Journal reports, citing sources. “The move would follow a similar advertising service launched in 2012 by Facebook called ‘custom audiences.’”