While I love the medium, I've always been skeptical about the value of blogs as businesses.

No picture, no footage, no story. The people these days require some visual evidence in order to believe what they read.

Google demotes search results that don't get clicked on.

Jonah Peretti is one of the smartest web publishers out there. And Buzzfeed is an aggressive and dynamic company.

Google and others truncate headlines at 70 characters. On the Manti Teo story, Deadspin's scoop fell down the Google search results, overtaken by copycat stories with simpler headlines. Deadspin's headline was 118 characters. Vital information - 'hoax' - was one of the words that was cut off.

Publishing should be a collaboration between authors and their smartest readers - and at some point the distinction should become meaningless.

We believe that the best Web content optimization strategy is something as old as journalism itself: the shocking truth and the authentic opinion.