Google CEO Eric Schmidt called the Internet a "Cesspool" Wednesday in reference to the quality of content and the amount of false information residing on it. This according to AdAge is a subject he spoke about with an audience of magazine executives at Google's campus, where an annual industry conference was taking place.
When discussion is taking place, relevancy is easier to pick out, and brands represent authority. Authority and engagement. Those are the keys to success, and that is the reason why new media is still a legitimate source of information despite people gaming the system to try and take advantage of it in unethical ways.
It Doesn't Stop with Content Sites
Let's look at the concept from a broader business standpoint, because these principles don't only apply to content sites. They also apply to eCommerce businesses or even the web portion of traditional brick and mortar businesses. I don't care if your site leads to selling products on eBay or Amazon. You need to have ways of showing your authority, which establishes trust. A blog or even ?expert articles? that give tips and advice can be a good way to do this. The more a customer sees the people running a site know what they're talking about, the more likely they are to purchase products from that site.
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