The Internet Tough Guy is a feature in all Internet social forums. These are people who poison discussions with anger, hatred, and threats. Some are malicious. Some are crazy. Some are just afflicted with a rotten sense of humor. Whatever their motives, they're a scourge. It takes precious little trolling to sour a message-board. A "troll" -- someone who comes onto an online community looking to pick fights -- has two victory conditions: Either everyone ends up talking about him, or no one talks at all. And where two or more trolls gather, they'll egg each other on, seeing who can anger and disrupt the regular message-board posters the most.

90% of web marketers, designers, developers, SEOs and such are going to screw you.

Actually, I'm being charitable. It's closer to 99%.

1: Own your site
2: Know where your site lives
3: Own your domain
4: Own your PPC campaigns
5: Own your analytics data
6: Verify backups
7: Control your content
8: Know what you're getting
9: Define what 'good' is
10: Ensure support
11: Tune your bullshit detector

So news organizations large and small have begun experimenting with tweaking their Web sites for better search engine results. But software bots are not your ordinary readers: They are blazingly fast yet numbingly literal-minded. There are no algorithms for wit, irony, humor or stylish writing. The software is a logical, sequential, left-brain reader, while humans are often right brain.

The first headline a human reader sees: "Unsafe sex: Has Jacob Zuma's rape trial hit South Africa's war on AIDS?" One click down: "Zuma testimony sparks HIV fear." Another headline meant to lure the human reader: "Tulsa star: The life and career of much-loved 1960's singer." One click down: "Obituary: Gene Pitney."

Journalists, they say, would be wise to do a little keyword research to determine the two or three most-searched words that relate to their subject — and then include them in the first few sentences. "That's not something they teach in journalism schools," said Danny Sullivan, editor of SearchEngineWatch, an online newsletter. "But in the future, they should."

There are two schools of thought when it comes to marketing brands online and the presence they need.

Build a website that houses everything - all of your text, images, audio and video - in one, centralized, location.
Use the existing platforms and build your presence within their community (Facebook, YouTube, Twitter, etc...).

Personally, I advocate for owning your own space, building it and nurturing it and using those other/existing platforms to promote or extend the brand. Brands should own their content, community and type of conversation and not be beholden to the terms of service or whims of someone else.

Those big, lumbering websites with all of that functionality, flash and content could very well disappear into a mist of mobile before we all know it

And, while all of this is going on, it's not hard to imagine a world in the not-to-distant future where the website is all but an after-thought. Where the first brand interaction happens on the screen in your hand. Where that first brand interaction seamlessly lets you accomplish all (and maybe even more) of your goals without ever really needing to go to a full-on web browser.