The start of the week has arrived, but we hope your weekend was fun-filled as we welcomed in a new season. The equinox came (Saturday, September 22) and we waved goodbye to summer in the Northern Hemisphere. Kicking off a new season and a new week, let’s get back to business in another edition of This Week in Search! We’re rewinding the past few days of a busy week and looking onward, below.

The True Power of Evergreen Content – A Case Study

Never stale, long-lasting: we’re not just describing your favorite chewing gum – we’re talking about content of the evergreen variety. Evergreen content is defined as information that never goes out of date, and it can play a big role in the staying power of your website ranking. Learn why evergreen content is so vital – one of the primary reasons: it helps build readership!

How Auditing Your Websites SEO Can Increase Your Rankings

You do not want to miss these 15 items every site owner should review to maximize the potential of a website, including Title tags, URL structure, internal linking, and site speed optimization.  All the elements listed within are in your control!

How to Optimize Your Mobile Website

Here we have a mobile story not featuring the new iPhone release. You’ve heard how search is increasingly going mobile – is your website optimized to accommodate the demand? Understanding how mobile consumers interact with websites is the first step, but there’s so much more. Incredibly useful tips abound here.

Google E-mailing Authors about their Authorship Markups

Google was already using authorship markups, but more people have recently received an email about establishing authorship. Will Google be digging further into this classification? Where will this lead us? There will undoubtedly be more updates to come.

New Study From Linkedin Shows How User Mindset Affects Social Media Marketing

This is your brain; this is your brain on social media. Oh, and it gets deeper than that, depending on the type of social media website you use – professional vs. social – your brain reacts differently. It’s all detailed in an informative infographic.

Google Challenges Facebook And Instagram With Snapseed Buy

Instagram’s popularity could not be ignored, and its integration with Facebook was a big score for the company. Now, Google has upped the ante with the acquisition of Snapseed, which aims to take digital photo accessibility to new levels. 

New Google Update “Improves Diversity” Of Domains In Results

What’s that, another Google update? Matt Cutts confirms via Twitter that “a small algo change this week that improves the diversity of search results in terms of different domains returned.” Simply put: more domains now appear in search results.

Microsoft Tells Apple Users To Use Bing Over Google Due to Privacy Concerns

This is an interesting angle for Microsoft to take: will it be effective enough, and are most users aware or ultimately consider how their information is gathered? Time will tell.

How To: Google Analytics Installation For Novices & Beginners

For your webmaster tool bag: Are you tracking how visitors use your site and measuring your advertising ROI? This is a useful how-to for Google Analytics beginners.