In our hype-happy, what-to-believe, Information Nation, it comes down to one very basic thing — credibility. What is the Good House Keeping seal of the of the present and future?

For many, it’s blogs and other social networking venues that foster and spread open discussion and untainted perspective on everything. That open-source context has given way to the term “Street Cred” as a new barometer of credibility. With the proliferation of this Internet Truth formula, I suggest one better…

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SEO (Search Engine Optimization) can be an effective way to attract business for many, but not for all. If you’re selling a niche product or vendor service, it can be a great tool. But, if your business is a top tier professional service you might want to think twice before investing too much time and money in SEO. Here’s a real call I received from someone who found my ad agency through a search:

Caller: Hi. We’re looking for someone who can do TV commercials. Do you do that?

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