If you’ve been watching http://blogs.msdn.com/ which is where most of the Microsoft employees blog, you’ve seen at least a dozen mentions today of Microsoft’s new
Sparkle, Expression, um, sorry, now named “Blend.” I only let one of these through to my Link Blog, but I was just realizing how brilliant this is.
Google counts links from blogs in its search engine. So, if Microsoft wants to get something higher on Google, all it would have to do is call upon its bloggers. It’s probably the best SEO network the world has ever seen (Microsoft has more than 3,000 bloggers, with at least 500 active ones).
Internally, how does this work? The bloggers at Microsoft have a mailing list. Someone goes on the mailing list and says something innocuous, like “hey, the Expression team just announced Blend” with a URL underneath and there’ll usually be a few dozen posts in an hour.
Don’t think this matters? Well, if you search Google for Martin Luther King, you’ll notice the result set has changed quite a bit from two weeks ago (when a bunch of bloggers decided to “Google Bomb” an anti-King site to make it lower on the list because we felt it wasn’t really the most relevant result that should come up when you search for Martin Luther King).
Anyway, this kind of “blog farm” can dramatically change results on Google and other search engines in a way that SEO’s just simply can’t match.
Oh, and even better, they set the agenda that everyone has to link back to. Yes, even the bloggers will go higher. A search for “Expression Blend” on Google’s blog search shows dozens of bloggers talking about the new name and release.
As to Blend and its chances in the marketplace? More later.