Click Forensics, the company that maintains the Click Fraud Index, a network that monitors and reports on data gathered from more than 4,000 online advertisers and their agencies, has released its most recent quarterly report on click fraud.

The company found that the overall industry average click fraud rate rose to 16.6 percent for Q4 2007. That’s up from the 14.2 percent click fraud rate for the same quarter in 2006, and 16.2 percent for Q3 2007.

The major search engines have typically disputed the findings issued by Click Forensics, claiming the numbers don’t account for discounted clicks—clicks the search engines do not charge for or that are refunded into an advertiser’s account. Last March, Google even went on record saying that Click fraud is just 0.02% of clicks.

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In this month’s Target Marketing Magazine, a TopRank authored article on how small businesses can gain a competitive marketing advantage by leveraging content promotion, blogs, social media and universal search was featured. Recently there has been some dialog and commentary on certain SEM channels about upcoming harder economic times calling for SEO to be taken back to the basics: “Textbook SEO” as Mike Grehan would put it. I disagree with the premise that companies should stop experimenting with new tactics and stick with the fundamentals. Effective SEO in any economic environment means getting more creative, not mundane.

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Is blog optimization part of search marketing? Absolutely! Blogs are web site content management systems with additional functionality such as comments, trackbacks and RSS. Blogs are really no different than web sites.

If you can optimize a document and that document gets indexed, categorized and ranked by a search engine, it’s part of search marketing in my book. As such, marketers should be aware of how these kinds of channels can be used within the overall online marketing mix. Blogs are one of many platforms that benefit from optimization.

I sincerely believe using blog software to manage certain kinds of content on a web site such as an online media room, to archive newsletters, post frequently asked questions and to provide product updates can make a site that is otherwise very search engine un-friendly, become a viable source of great rankings. This applies to both regular search engines as well as blog search engines. These are applications for a blog besides the common use as a platform to increase credibility and communicate a more personalized voice for a company.

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Two days ago, Wikia launched Wikia Search, a very early-stage version of its open search engine. Wikia (and Wikipedia) co-founder Jimmy Wales believes that it’s necessary for the public to take control of search, which he sees as a shared need and thus a shared resource.

The site is for users who want to “help us build a search engine,” Wales said. So don’t expect a Wikia-powered Google killer on Day One. “We want to be sure people aren’t expecting a Google-quality experience on Monday.”

Here’s what Wikia is building: a human-ranked search engine and mini-Wiki, with a social network angle. The first two parts are the most interesting.

Wales says that initially the engine will crawl and index the Web, and give users algorithmically generated results. But users will be able to rank results up or down, which will have a strong influence on further results. This extra, intentional step of rating results will, I am sure, help little-known but high-quality pages rise in the rankings, and encourage link-farmed search spam to sink. Assuming, that is, that users take the time to rate, and that suitable antigaming technologies are put in place.

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