Optilocal created an infographic on local citations to explain hard-to-grasp SEO terms through popular Star Wars characters and situations. The creaw at Optilocal, a Local SEO company, managed to turn this topic with complex industry terminology into a more understandable language for every business owners and Local SEO newbie.   

Laura Lippay explores the overlaps between optimizing for search engines and optimizing for screen readers and technologies that assist the visually impaired or have some form of disability. She begins by defining what is meant by "screen readers" and then explains how marketers can help to optimize Web sites for this audience. 

Erin Sagin provides a list of seven free "underrated" AdWords tools that marketers should add to their tool chest. He writes that most marketers likely know about AdWords Editor and the Keyword Planner, but there are many that deserve at least one look-see such as SpitTester, UberSuggest, and Soolve.

The Local Search Association announced Wednesday that it has acquired Ad-Builder, which provides cop-op advertising support and software for a range of media companies, agencies and brands. The nonprofit says Ad-Builder markets these services under the Recas and Creative Outlet brand names. The combined companies will provide leads for local media sellers, work to simplifying the process for salespeople to take advantage of co-op advertising, streamline the ad-approval process required by brands and manufacturers, and increase the number of brands and media providing co-op funding.

It's difficult to tell when a consumer has an issue with a particular part of a brand's or retailer's Web site other than abandoning the purchase and going to a competitor's site to complete the purchase. SessionCam believes it solves the problem with heat-mapping technology that helps marketers improve conversion rates. Supported by machine-learning techniques to automatically identify specific areas of a Web site where customers struggle, the technology helps experts identify, fix and optimize ecommerce sites.

Identifying the keywords with intent remains important for paid search, but there is greater power in layering keywords with quality audience data, explains Maddie Cary. It will become more important to understand the stories site visitor tell through data. This can help to shape paid-search retargeting tactics. Cary explains how.

eBay announced in early May that it had acquired ExpertMaker in a bid to bring more artificial intelligence, machine learning, and Big Data analysis into its online marketplace platform. Now the company reveals it will use the technology, which supports structured data, to strengthen its search features. The structured data will help the marketplace serve more relevant search results to buyers. 

Google has introduced a group-sharing app called Spaces that aims to make it easier to share content from the Web among small groups. It's available for devices running iOS and Android, and arrived Monday, just prior to the Google I/O 2016 developer conference that begins Wednesday. Attendees are being encouraged to join Spaces. The app comes with Google search, YouTube, and Chrome built-in so users never need to leave the app when grabbing content to share.

Bing Ads has rebuilt Bing Ads Editor to support advanced search features. One of the most productive features added to Bing Ads Editor 11.0 is the ability to manage multiple accounts simultaneously. From Account Manager, marketers can add an unlimited number of accounts. Then marketers can download multiple accounts and work in others at the same time. Prince Bajracharya explains other changes too.

Google this week is adding product ads into the image results under search. “It's also expanding ads for local retailers, letting shoppers make purchases for in-store pickup and check inventory directly within search,” Recode reports. “For Google, this is part of its ongoing pitch to advertisers that it is the best source of consumer's purchasing intent.”