The latest search engine marketing and optimization news from around the Web.

The four faces of link building
State of Search: I always say linkbuilding is a profession of its own. It is hard work which not every SEO can do. And even with all the changes Google is making links will continue to play an important role in optimizing your website.

4 Reasons Your Boss Might Hate Your SEM Campaign
SE Land: Management doesn’t have time to study the details and aggregated reports can make great performance look mediocre or worse.

Are You Using the Right Keywords On Your Site? A Simple Three-Rule Test
Search Engine Journal: Just as there is no shortage of good keyword tools, there is also no shortage of metrics that you can use to determine the value of any given keyword.

Bing Search Quality Insights: Whole Page Relevance
Bing Community: The richness of the results page leads to a number of interesting, and novel, search quality questions. Under what conditions are you better served by an answer versus a traditional link to a web page? How do we rationalize making a result more prominent if it makes other results harder to find?

Google Says How Long It Takes For Updates To Places/Maps Listings
SE Roundtable: Vanessa fron the Google Maps / Places team has documented the typical turnaround time for the various types of Google Maps updates.

Santorum’s Changing “Google Problem” — & Search Engine Land — Make The Rachel Maddow Show
SE Land: As we covered last week, Google’s search results for a search on “santorum” have gotten a lot cleaner recently. The change was featured on The Rachel Maddow Show last night, and Search Engine Land’s coverage got a big shout-out.

See also:
Search engine news wrap-up
Social media wrap-up