Wow! Officials just confirmed that Google is trying to make a deal with FeedBurner.com to buy it for the small sum of $100,000,000.00. The information we have is that the deal is now under a binding term sheet and will close in 2-3 weeks, and there is nothing that can really derail it at this point. That’s one of the greatest buys Google did this year after acquiring Performics. This event was somehow predictable but more like a big joke when we heard that Google bought a SEO company. We had that discussion that when Google gets SEO Experts into their team, they would most definitely like to get their hands on Feedburner as they are the largest RSS Distribution network on the planet and using their statistics Google can track down which blogs are dead and which ones are alive.
Currently we have no evidence for the intentions of Google will be using Feedburner data to change/alter its rankings but we assume that in some point they will try to use it and eventually websites with large number of users will benefit out of it. That was a predictable step after Google declared war on paid links and now having feedburner’s data on blog readerships, Google will be able to determine which blogs are dead and made only with the sole purpose of increasing/manipulating the search quality by adding website reviews made up only for the search engines. To my knowledge there are so many blogs that are selling posts and have few to none visitors other than search engine spiders, but have relatively high page-rank.
The price itself seems quite high and unrealistic. Feedburner has only 422,000 publishers and this does not seem to be worth the $100 million investment, but that 422,000 publishers actually translates into access to many millions of readers that Google can push their advertising to. Also I assume that Google is looking at the rapid increase of readers and publishers and that’s the main reason why its willing to invest such crazy amount of money.
We will give you more information as soon as we get it. This is hot topic and we will investigate as much as we can.
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