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Let’s face it: most e-commerce sites primarily consist of a shopping cart on steroids. Whether you’re selling clothing, car parts, luggage, or even cameras, your approach to link development matters most. In today’s Link Building and Social Media column, “SEO Link Building: Budget Stretcher for Online Retail and E-Commerce Sites,” Justilien Gaspard takes on the difficult task of link building for e-commerce sites.

Want a snapshot of the day’s search marketing news? Here we’ve collected today’s top news stories posted to the Search Engine Watch Blog, along with search-related headlines from around the Web:

From the SEW Blog:

• SEO for Reputation Management
  One way to combat the threat of negative branding is through a reputation management strategy, which can begin with search engine optimization (SEO).
• Google Bar Codes and Three Martini Lunches
  Search marketing firms have a tremendous competitive advantage over traditional ad agencies. Managing campaigns based on ROI is second nature.
• Balogh Named New Yahoo CTO
  Aristotle “Ari” Balogh, 43, was named CTO for Yahoo today.
• Marchex to Distribute Ads from Superpages Advertisers
  Advertisers who buy placements on Idearc’s Superpages.com local search site will now be able to get the added distribution over Marchex’s network of more than 200,000 vertically-focused local sites, as well as more than 50 partner ad networks and vertical sites.
• Measuring PR in cold, hard cash
  Counting press clips has been a bogus PR metric for more than 20 years. So, what are the right PR metrics in the age of search engines?
• SEMPO Nominees for Board of Directors
  The Search Engine Marketing Professional Organization has announced the nominees for its 2008 board of directors.
• SEW Experts: The Future of Search: All the Media That’s Fit to Be Googled
  The battle between search engines and human beings has moved to a new stage where online advertising and search ads are overtaking the search engine.
• SEW Experts: Online Retail SEO: Holiday Shopping Seasonality
  The Q4 holiday season makes or breaks the success of online retail. Yet many companies don’t realize how important the holidays are for SEO.
• SEW Experts: SEO Millionaire: Who Wants to Be One? - Part 2
  Last week, we challenged SEOs to identify which of the big three travel sites has a canonical issue. Now we give you the answer.
• Search not understood and used in PR campaigns
  PR experts recognize that social media has changed the practice of PR. Search, however, is not part of the PR lexicon yet.

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The Q4 holiday season makes or breaks the success of online retail. Yet many companies don’t realize how important the holidays are for SEO. In today’s Big Biz column, “Online Retail SEO: Holiday Shopping Seasonality,” Aaron Shear outlines a variety of factors revolving around seasonality that retailers must take into account for SEO to be successful.

Non-travel spending during the 2007 holidays reached $29.2 billion despite a slow start in November.
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holiday online retail cracked 29 billionRate this: 2.5

Customer satisfaction with the online retail during the 2007 holiday season fell slightly from last year, according to the Holiday 2007 edition of the ForeSee Results Top 40 Online Retail Satisfaction Index.
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online holiday shoppers less satisfiedRate this: 2.5

Now that we are stuck with Cyber Monday as a designation for the first Monday after Thanksgiving, eBay has promoted the second Monday of December as Green Monday.It’s not another Yahoo story about the environment or Google putting up solar panels. The ‘Green Monday’ name dreamed up by eBay, PayPal, and Shopping.com reflects economic thoughts, [...]

Gift cards are expected to be popular this holiday season and online retailers who are not prepared to handle post-holiday online card redemptions risk losing customers.

"The post-holiday season, following Christmas and extending through January, is known for being an active gift card redemption period," wrote Sucharita Mulpuru of Forrester in her October 2007 report, "Outlook [...]

Merchants affected by Yahoo’s system outage on Monday have more reasons to be upset, as US consumers parted with $733 million online for the day.Unhappy Yahoo merchants may be a little more bitter than they were earlier this week. ComScore reported a 21 percent increase in spending on the Monday after Thanksgiving, compared to the [...]

Non-travel retail sales for the third quarter of 2007 hit $28.4 billion, a 23 percent increase over the same period last year, with sales fueled by demand for video games and their related consoles and accessories.

The game isn’t over when it comes to online retail sales. Measurement firm comScore noted the rise in year over [...]