Content with Intent Delivers Search and Sales Impact

March 28, 2011

Millions of content creators on the Internet must now tighten their output or face obscurity. As a result of a recent change in Google’s quality grading, writers and bloggers are scrambling. Luckily, something can be done. Stephen E Arnold,, will be one of the speakers at “Google Changes the Rules” on March 30, 2011, in Manhattan at iBreakfast. The “content with intent” tag line is one that Mr. Arnold has used since his work on the Threat Open Source Intelligence Gateway, funded by an interesting government entity in the fall of 2001. He has refined the system and method for a number of clients worldwide. To see an example of the technique, navigate to Google, run the query “taxodiary” or “inteltrax” and follow the links. Your product or company can achieve similar sales and marketing impact in as little as one month. Unlike SEO, the content with intent method persists. Run a query on for “ssnblog”. This demo site has not been updated since April 30, 2011 and the content continues to be easily findable. Keep in mind that the Web sites for each of these examples is one way to access the information. The method touches hundreds of findability services, including real time and social systems.


Most SEO delivers an expensive, often problematic, failure for clients with unrealistic expectations for an expensive, low traffic Web site. Source:

This shift ArnoldIT’s “content with intent” approach manifest is an innovation driven by a high volume of lower quality online content and increasingly heavy handed SEO tactics.


Stephen E Arnold’s “content with intent” method works in a manner similar to a series of bursts, a digital MIRV. Source:

In what appears to be increasingly desperate attempts to generate traffic to a Web site, search engine optimization experts have forced Google and other search systems like to take action. Going forward, search vendors will, like a strict teacher, to scrutinize, “grade”, and flunk some online information.

Arnold says, “In effect, Google is like a college composition teacher. Grades of C, D, and F are not acceptable. Deliver A or B content or suffer the consequences.” “Does Google have an emotional investment in great writing?,” asks Arnold. He answers his own question this way, “No, Google cares about ad revenue and lousy content could harm Google cash flow.”

The relationship between content producers and Google sounds grim at best. Fortunately, Steve Arnold, author of Google: A Digital Gutenberg and managing director of Arnold IT, recently provided four tips for moving out of “SEO hell”, where guessing and shoddy content are likely to yield decreasing traffic from major search engines like Google and systems which federate its outputs:

  1. “If you are a content producer: [a] get backlinks, [b] write content that a college English teach would grade A or B, and [c] produce content on a particular topic, on a regular basis, and build an active comment community.”
  2. “Professional sites like LinkedIn offer an opportunity to build an audience for your message.”
  3. “Create content that you provide to other blogs or publications. If you have an idea, contact the editor and inquire.”
  4. “Comment on blog posts that are related to a particular topic which you have associated yourself, link to your own writings, and seek comments about your own writings.”

ArnoldIT offers a variety of programs to explain the “content with intent” approach. When applied to marketing and sales, offers a strategic information marketing method or SIMM. Almost any blogger or marketer can put the method to use. offers software and support services designed to deliver results, not staggering monthly bills for search engine optimization tactics that can backfire with potentially damaging consequences.

Stephen E Arnold is a technology and financial analyst with more than 30 years of experience. He is the recipient of the following awards: ASIS Eagleton Lectureship, 1986; Online Best Paper Award, 1989, the Malcolm Hill Award, 2003, the OSS Golden Candle Award in 2007.In addition to Google: The Digital Gutenberg, he is the author of more than 50 journal articles and a number of other books, including Internet 2000 and the first three editions of the 600 page encyclopedia of search called “The Enterprise Search Report”. His new study of enterprise search will be published by Pandia in Oslo, Norway, in May 2011.

(If you use the phrase “content with intent”, “simm”, or variants, please, credit

If you want to talk about a “content with intent” engagement, write seaky2000 at yahoo dot com.

Pat Roland, March 30, 2011

Mr. Arnold paid me too little to write this summary of his remarks that won’t play in Peoria but seem to be of interest to those in Manhattan. Go figure.


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