Not a conventional link building technique, but sometimes when you know an idea is going to go viral you can jump in on it early and then quickly claim how successful it was for you, or why you think it is an important cause.

Even if, in truth, something did not work amazingly well, you can still do well off the secondary plublicity. The million dollar home page concept is starting to fizzle a bit, but imagine if you were one of the early ad buyers and quickly turned in a glowing testimonial.

The first posted testimonial works as bait to sell more ads. If you take a look at the usage log on the site that posted the first testimonial you will see that their case study link sent them over 6 times as much traffic this month as the million dollar home page link did.

If an idea goes viral there will be some copy cats that copy the link structure & content. Also some reporters may want easy background on a story. The $100 ad spend being one of the first ad buyers also listed as one of the first testimonials may pay off huge.

Sometimes bets like that waste your money, but in aggregate they usually pay off.

The most recent blog meme is Google's Blogger is a mass spam system.

David Sifry says he thinks that between 2 & 8% of blogs are spam, but I think just like people his systems are not good at detecting much of the spam.

Google maintains that they care:

When spam goes up, it directly affects the quality of those results. I'm exceedingly sympathetic with these folks because, well, we run one of those services ourselves.

But do they really care?

Think of blog search as a form of vertical search. If blog search is less useful and filtering through the spam

• kills profit margins

• slows blog search innovation

then more people will opt to use general search.

While Jeff Jarvis thinks Google should share it's tricks for not indexing blog spam I don't see why they would want to. Since Google has not put much effort into making their blog search anywhere near as good as their regular search I don't think they mind if nearly all blog search engines are full of spam.

Blog search full of spam = user may as well use general search = $ for Google. And, on another front, that helps Google ensure blog search sucks really bad until they create the solution, and then they get credit for doing right what their competitors could not :)

Just as a curiosity question, how hard would it be to attenuate trust, only trusting new blogs if they were co-cited by multiple trusted sites? There has to be an algorithmic way to do it. If you were worried about new sites being locked out then you could offer multiple search options:

• the filtered trusted version

• the unfiltered version
• perhaps people could even enter their own trusted friends, levels of trust, minimum trusted citations, or make trust a slidable scale & use AJAX to reorder the results as the trust score is adjusted

On top of owning general search Google also wants to be the first port of call for vertical search. Just look at their recent desires on the real estate front.

Through monetizing spam production with AdSense and making publishing free and easy Google pollutes competing information systems for personal profit.

The same thing that is going on in vertical search scene is also going on in general search. Google has an algorithmic probationary period for most new sites. The same sites tend to rank MSN Search & Yahoo! Search quicker and easier.

By paying search spammers via AdSense Google is funding the information pollution that undermines the usefulness of competing search products. As I have stated in the past, Google generally does not give a shit if AdSense is on spam sites or sites that make money stealing other's copyrighted work.

Now what happens if Google ends up indexing AdSense spam sites? Well suddenly it is a real issue then, and they pull out the we care card. Matt Cutts recommends you report it to Google, but the hidden message there is that Google cares only when the spam ranks in Google.

Meanwhile all the A list bloggers are asking Google to fix the problem when they fail to realize the profits this problem brings Google.

Maybe a large part of being the company that organizes the world's information is encouraging entrepreneurs to stuff garbage in rich competitors databases.

From SlashDot:

As of today, UK Gmail users are seeing 'Google Mail' at the top of their Gmail accounts, and Google is warning they may lose their '@gmail.com' addresses in the future.

Google may be fighting on as many fronts as MicroSoft is!

Gmail recently became Google Mail in Germany as well:

Earlier this year, Google lost the right to use Gmail in Germany, following a dispute with the Hamburg-based finance firm. Giersch registered "Gmail – und die Post geht richtig ab." with the German Patent Office five years ago. Following a court injunction awarded by a German court in favour of Giersch earlier this year, Google's German customers have been using addresses ending @googlemail.com.

Yahoo! quarter profits flat, but they sold a bunch of their Google stock for over $100 million this time last year, so they had an impressive revenue increase. Their stock is up 6% on the day.

Yahoo said late Tuesday that net revenue, which excludes fees paid to distribution partners, leaped a better-than-expected 42% to $932 million. Of those sales, Yahoo's marketing-services business -- which is made up of branded and sponsored-search advertising -- accounted for 82%, or $761.8 million, up 40% from a year ago.

I can't believe Jux2 is a meta search engine without any revenue which uses scraping and is already up to $26,000 on eBay. Some of the top bidders are smart cookies too, so I am wondering what I am missing.

LookSmart needs to do a reverse split if they hope to stay listed on Nasdaq.

Part 4 of my recent ongoing article...

Dynamic Site Advantages:

If you use a weblog or any other type of dynamic site, as content ages you create a large quantity of pages which can rank for a variety of terms in many engines. The site archive systems mean that posts not only get their own pages, but can also be organized by date and category. This creates what is considered to be legitimate keyword driftnet content bank.

People can also subscribe to the feeds to remind themselves when to come back and read your new information. Many people who read feeds also write sites with feeds, and can provide you with additional link popularity and another channel to acquire readers from.

Most people who subscribe to what you have to say will usually be people who agree with many of your points. This means that when they talk about you or mention your site you are:

• likely to be presented to additional like minded people with similar biases to your own
• in a positive manner
• from a voice readers likely trust.

If people disagree with you and still subscribe to your feed then there is a great chance they will frequently want to say how wrong you are, maybe even linking through to your site.

Ultra Targeted Content:

Not all ideas need a whole article to explain. By publishing your thoughts with one topic per post it makes it easier for you to refer back to your own content in the future. It also makes it easier for others to point at / link to / reference it.

Ultra targeted content will also stand a good chance of ranking high for it's keyword theme since it is so well targeted.

Consumer Feedback & Product Catalogs:

For a long time creating pages by keyword phrase permutation was a functional SEO strategy, but Google does not want to display hollow product databases in their regular search results. Creating industrial strength spam works well for some, but as time passes the hollow databases need to get better at remixing sources and integrating user data.

If there is commercial value for a term Google believes Froogle & AdWords work well. It seems to be almost a yearly process that Google dials up the rankings on authority sites right around the Christmas shopping season. This forces merchants to need to buy in to the vertical shopping sites, buy AdWords, or spend Christmas out in the cold.

Allowing user feedback and interaction makes your content more original than most competing sites. It also adds value to the consumer experience & makes it easier to link at your site. Both of which make Google far more likely to want to include your site in the result set. Tim O'Reilly states Data is the Next Intel Inside:

While we've argued that business advantage via controlling software API's is much more difficult in the age of the internet, control of key data sources is not, especially if those data sources are expensive to create or amenable to increasing returns via network effects.

Google is just a giant feedback network, learning to better understand the relationships between queries, links, and content. If you own the smartest and richest consumer feedback network in your vertical you will only continue to gain profit, customers, and leverage, at least up until someone creates a better feedback network that displaces the current one.