As a final session, this basically re-assured attendees what they should be doing and what they shouldn’t. Things like target the long tail keywords, not the popular terms to get conversions not just visitors. Leverage vertical communities, speciality communities and directories. Focus on titles and meta information if you don’t have a lot of time to work on optimizing your site. Use synonyms when creating newer content as you never know if someone is searching for used cars or used autos. Be original, don’t duplicate content. Link to authoritative sites. Be aware of your internal linking structure and how other browsers and users see your site. It was a good wrap-up session and great for those that are newer to the industry.