Should marketers focus on SEO, conversions or find a strategic balance of both? Rand Fishkin walks though the options and how marketers can make that decision. He breaks out the differences to identify the needs and results of bounce and engagement rates, keyword targeting, editorial links, and audiences. 

The Irvine Company, a privately held real estate development firm owned by Donald Bren, will become the first to partner with Google in Southern California to integrate Fiber into its apartment, retail and commercial properties. Bren's assets are worth about $15.4 billion. Google Fiber announced in September that it would bring high-speed Internet to Irvine, a city next to Newport Beach known for affluent residents and emerging tech companies. 

Google has been allowing a few brands to run ads across other exchanges that compete with its own ad exchange, AdX, through its DoubleClick for Publishers platform. Business Insider reports the product is called EBDA (exchange bidding in Dynamic Allocation), which Google sees as a way to eliminate header bidding. Google initially said it would offer the product in the third quarter of 2016, but none of the sources BI spoke with said this is likely. Lara O'Reilly explains.