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This is happening because Google is certain that [facebook] is a branded search, and less certain that [test] is a branded search. Expanded sitelinks only appear on branded searches. For contrast, search [test.com] or [speedtest] and you'll see expanded sitelinks.

Do you have Google Webmaster Tools set up? That's the easiest way to confirm that Google is, in fact, indexing all or at least most of your URLs.

Who set up your canonicals? Can they look into it for you and make sure everything is okay?

I thought this would be pretty straightforward, but I'm trying to put together my first PPC ROI spreadsheet and it's turning out to be much more complicated than I had anticipated. Would anyone be willing to tell me what you look at to determine the return you're getting on PPC -- and if you're using AdWords and Analytics, what screens/reports you rely on? It seems to be more complex than simply comparing Paid Search Revenue to spend ... but I could be overcomplicating things.

The SEO benefit seems minimal, so I would make the decision based on #RCS. Does this enhance your brand? Can you brag about it? Will it lead to referrals? Hopefully some other web designers can weigh in on when it's worth it to design and build a site for free; it seems to me that if you're not an up-and-comer trying to build a portfolio, it's rarely worth it.

Yes, there is a Wordpress plugin that does this.

We acquired a site a couple years ago and now sell our product line on it as well as on our "mothership" site. They both rank on page 1 for many, many, many terms. Does Google know that we own both of them? They don't link to each other or mention each other, but it's not like we're being ultra sneaky -- same business address on the contact page, both on the same GA & GWT account, similar spammy link profile from a shady SEO we worked with last year, etc. If they know, we have to conclude that they don't care.

That said, we did not build a second site from scratch with the intent of filling up page 1, so I don't know how the results would compare.

Absolutely. If the content of the page matches the apparent query intent, then the problem may be that people simply don't want to give their money to this company. Does the site look professional? Does it look reputable? Is the information laid out in a clear, attractive way? Are the pictures bright and appealing? It's the difference between walking into a dim, dirty shop with tacky decor and messy displays and a comfortable, beautiful department store.

Conversion rate optimization is a huge topic -- as big as SEO itself. Rand did a high-level overview webinar about CRO recently, but they had repeated technical problems so I don't think they uploaded it to the SEOmoz webinar section (http://www.seomoz.org/webinars). He recommended Conversion Rate Experts' blog (http://www.conversion-rate-experts.com/).

As another data point, we are still including 2-3 keywords in title tags and have not suffered for it yet. We often do something like

KW1, KW2 & KW3 | Brand

or

KW1 - KW2 | Brand

depending on whether the keywords are very close variations or somewhat dissimilar terms.

Then you're already capturing the majority of the clicks, and the additional work to create a new site and get it onto page 1 probably isn't worth it. I'd work on expanding their site to get more keyword variations and long-tail.

It might increase CTR, but I would expect it to also increase bounce rate.

As people are becoming familiar with the snippet format, they're associating it with articles and blog posts. If they think they're clicking on a link that leads to an article, and they arrive at a product page, do you really think they'll stick around and give you their money?

It's widely believed that pogosticking (users bouncing immediately back to the SERP and clicking another result) can harm your rankings. So be careful with anything that might lead to a mismatch between searcher intent and page content.

I wouldn't be surprised if Google eventually starts ignoring rel=author markup on e-commerce product pages. (Which they will be able to identify very easily as more and more sites adopt schema etc.)

For a business that's very local-focused, it's a good idea to use location keywords in your title tag and occasionally use them in copy on the page. So your title tag might be something like Bob's Computer Fix-It Shop - Alexandria Computer Repair. Then your homepage might claim "We are the most awesome computer repair experts in Alexandria, VA."

Keep in mind, however, that searches with local intent often have the organic results buried underneath the Google local results. Make sure your Google+ page is amazing and encourage customers to review you on Google+.

Do you know HTML? If not, the W3C stuff isn't going to be any use to you and you need to hire someone.

Actually, what you need to build is more content.

Absolutely not, for a few reasons.

1. Google says they've de-emphasized keywords in the domain, meaning the benefit you'd get would probably be extremely minimal.
2. Changing domains can be a complete nightmare. There are several steps in the process where a single screw-up can have a huge negative impact.
3. If your current domain has been around for a while, that may be a positive ranking signal. This is a controversial issue, but everyone can at least agree that an established domain is definitely NOT a bad thing.
4. When you have to redirect all your old URLs to your new URLs, you will lose some of the value of links to the old site. If the old site has zero inbound links, this isn't an issue, but if it has some high-value inbound links, this could be a big issue.

Plus, you'll have to reprint your business cards and letterhead.

I'm actually not sure if the algorithm considers all the content on the domain when assessing the relevance of a particular page. But it sounds like you WILL have a lot of topically relevant pages, no? Your site is about widgets; you have a couple of pages that are optimized for big terms like "buy widgets," "women's widgets," etc.; then you have lots of other pages that will still mention widgets in some capacity, right? It's not like you have a travel booking website and now you're trying to optimize one page for viagra?

I'm not sure what you mean by "why wouldn't I want to brand all my keywords with my company name." Are you asking if you should only optimize for keywords like "companyname shoes"? Unless your company is a leader in the industry, that wouldn't work very well.

Are they spam?

Visitors don't need text? I find that difficult to believe. People like to read about fashion, as you can see from the numerous fashion blogs that get tons of hits. If the design wasn't created with text in mind, it sounds like the design needs to be changed.

What I mean when I ask "Are you sure you have the right keywords?" is "Do you know what words people type in when they are seeking the information you offer?" You may suspect that people type in one thing when they really type in something completely different.

That's probably because [children act orders] has no search volume and therefore no one is competing for the term. Are you sure you've identified the right keywords?