Authorities, Language, And Relational Databases

    November 20, 2006

Why does Google sponsor spam and tell people to blend their AdSense ads, but try to control other link sales?

It is the frame of thinking which allows them to make the most money (don’t spam unless you do it with us and give us insider information on your business). If you are afraid of the consequences then you become risk adverse. But you are rarely going to do anything great if you let fear control your actions. It is an epiphany the day you realize that you created enough value that the search engines need you more than you need them.

Why does the media like to paint a wall between editorial and content when there is none?

Why is Matt Mullenweg so afraid of spam after he stepped his game up a level above anything I would consider doing? Because he feels he has to be for his credibility, especially after botching it up badly in the past.

As a recruiting technique the US government holds pizza parties with 13 year old children, getting them to play video games where the content is about killing people.

    “We want kids to come into the Army and feel like they’ve already been there,” said Col. Casey Wardynski, who as director of the Army’s office of economic and manpower analysis came up with the idea. “A game is like a team effort, and the Army is very much a team effort. By playing an online, multiplayer game, you can get the feel of being in the Army.” – The Washington Post

Yet politicians talk about protecting the children online. Do you notice a moral disconnect here?

If you look at a tag cloud of presidential speeches you won’t just find issues that the population find important. You will find some of them scattered in to make the rest of the sales pitch sound legitimate, but you will also find ample amounts of bogus Orwellian language like death tax.

There is no need to repeat what is actually true and believed. Power sources only repeat things because

  • they are untrue or misrepresented
  • they set a frame of thinking to the benefit of the speaker
  • they pull focus from other issues

Why do authority sources hate the idea of openly selling authority? Because if they openly endorsed it then they might not be able to do it themselves, and people openly and honestly selling influence create more value in richer conversations.

Value systems only exist in our minds. The value of asking for feedback is not just in the chance that people give you a better idea, but also their experience and bonding with the idea which turns the feedback giver into a person who is emotionally connected to your brand… which is especially true if you listen to their feedback. The very ability to influence Digg and Wikipedia directly are what make their brands so powerful.

When language is a commodity that is targeted, bought, sold, and repositioned against ever-shifting arbitrary quality guidelines what could be more valuable than asking influential people what words / tags / ideas they relate you to and how you could do a better job of it?



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Aaron Wall is the author of SEO Book, an ebook offering the latest
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