White Hat/Black Hat SEO, Goo.gl, Social Media Link Building & More - Search Week In Review for Oct. 2, 2010

Here are the columns and news stories for the week of Sept. 27 to Oct. 1, as reported by the Search Engine Watch team of experts.

SEM Basics

5 Common Mistakes Bloggers Make by Bas van den Beld
Here's how you can avoid common blunders when writing blog posts and ensure what you write benefits your readers.

Search Engine Optimization

A Short Synopsis of Advanced SEO in Late 2010 by Adam Audette
Far from making search engine optimization irrelevant, Google Instant (and big changes like May Day and Caffeine) are fueling new growth, renewed interest, and in some cases, a big change in SEO strategy.

On-Site Linking Architecture: Your Hidden SEO Goldmine (or Nemesis) - Part 1 by Ralph "Fantomaster" Tegtmeier
If you haven't conducted a comprehensive analysis of your on-site linking structure, you may actually be losing search engine rankings, traffic, and sales due to a non-optimal on-site linking structure -- without even being aware of the fact!

6 Ways to Make Your Website Faster, More Flexible 
by John Greer
The SEO and e-commerce landscape is always changing. Reacting to those changes is a significant competitive advantage.

Search Advertising

Using AdWords Segments To Increase PPC ROI by Melissa Mackey
A new and little-known feature called Segments can take your campaign performance to the next level. Here's how.

White Hats: This is Why You're Getting Beaten by Gary-Adam Shannon
Fire the white hat agency and "get real." Today, successful search marketing strategies absolutely must incorporate elements of black hat (or gray hat -- call it whatever you want) methodology.

Link Building

5 Tips to Kick Start Your Link Building via Social Media Monitoring by Jeremy Bencken
It's important to start your social media link building with a thorough review of existing social content. Here's how to find bloggers faster with highly-targeted, relevant searches.

Title Wars: Attention Grabbing vs. Optimization by Jennifer van Iderstyne
They say there's a thin line between love and hate. Perhaps if both SEO and creativity lay down their weapons, they'll find they can co-exist better than ever imagined and attract a bunch of links.

25 Social Media Link Building Queries for Content Promotion by Garrett French
These queries will help you find niche-specific targets that are more likely to connect your content with a linking audience and an engaged community.

Local & Mobile Search

Reselling SEM: Google Walks the Line by Michael Boland
Google reaches out to a skeptical reseller community that helps sell search marketing to the massive but elusive small business segment, trying to repair the damage done by shutting down the Authorized Reseller Program.

SMB Search Marketing

Improve Your SMB Site with These 2 Basic SEO Metrics by Rob Chant
Unique search landing pages and unique keyword visits are two metrics that are directly actionable for small businesses, no matter what your level of SEO expertise.

Search Industry

Google Instant: How Does This Change Other Search Channels? by Price Glomski
Pondering the implications of Google Instant on comparison shopping engines, news and editorial content, and onsite search for e-commerce and merchandise.

Search News

3 Ways Google's New Shortener Might Affect SEO & Search

Facebook Jumps Yahoo; Second Largest Video Site in U.S.

BingBot Arrives Early [Search News Roundup]

Google's New Latin Translation Tool: I Came, I Saw, I Mangled

Chaos at Yahoo: Execs Leaving; Bartz Future in Question

Google News: Instant Adds Keyboard Navigation; Bing VP Disses Instant; Flintstones Doodle & More

Google Updates SEO Starter Guide [Search News Roundup]

No SERP Results Beyond Page 1 in Google: Test or Bug?

Google Serendipity and Augmented Humanity

Google is Imitating Bing, Microsoft's Ballmer Says

Google Gives Sneak Peak of New Video Ad Formats at IAB's MIXX Event

Google Buys Plannr; Facebook Search; Retweet Study & More [Search News Roundup]

Industry's Leading Search & Social Marketing Event Rolls Into Chicago

Early Bird Saves Up To $300 on Conference Pass to SES Chicago 2010

Happy Birthday Google. 12 Years On, Then & Now

Google Guilty of Defamation; Google/Apple Extend Search Deal & Latest Search News

Funny YouTube Videos Help Orabrush Make a Million Dollars in One Year

'We No Speak Americano ft. Cleary & Harding' Gets Over 2 Million Views

Google, DOJ Settle Antitrust Probe Over Hiring Practices

Rumors of the Press Release's Death have been Greatly Exaggerated