Whether you are an bestselling novelist or one debuting her first title, a cookbook author, or a plumber who blogs, as writers you need to be aware of audience, and not just in terms of demographic. Who your audience is is important, yes, but where they access, and when, in what mood… these all have to be considered.
I recommend removing the F word, and by extension, anything that might insinuate an unnatural relationship with one’s mother. It may be that being true to your character requires this kind of language. 
And I believe you — that anatomically correct word, or that colorful epithet may have absolutely been the right word in the right context. But even though your books are not for children, your audience is often surfing on family computers. Why risk getting your site flagged by parental controls?
If you are at all concerned about being accessible on family computers, consider editing what you post online. If you are at all concerned that your excerpt has been compromised, perhaps a disclaimer of sorts…
Basically, being true to your book in your online excerpts should not confound being findable.
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i love excerpts. keep ‘em coming!
I’d bundle it all under putting forth your professional front, no matter whether you’re sitting at home in your pjs and bunny slippers to connect online.
Having said that, I went through an hour-long no-no yesterday on Twitter: I talked politics. (gasp) It was heated, but respectful by every participant and at all times. However, with Twitter being a broadcast medium, who know who’s reading what and when a snippet is going to show up and bite my ample backside?
Em, what are your RWA plans? Can we set time aside for coffee or a drink in the bar at least and catch up?
RWA yes! Catch up, YES! YES! YES! Emailing separately…
Leaving them with a cliffhanger is another must-do. You want them salivating, even if they send you email like I once got: “I hate you! Hate you! Hate you! And I can’t wait to buy the book.”
Ahhh, a job well done.