For those of you who blog or manage a website, if you want to feed the monster you must know what the monster likes to eat.

Read this article. Algorithms rule. Google is like oxygen – get used to it.

Move up or move down on the page. It is now up to you to understand what monster finds tasty these days. I am an investor in Mahalo, a great young company, and this news concerned us all. Mahalo is hand crafting very good video intensive content.

As an aside and as long as I am at it, have you ever noticed how the new media have become a virtual brotherhood? All in service of feeding said monster?

In this newly enabled world where anyone with a keyboard is a journalist, media are allowed to say whatever they want to feed the monster. If you ever go at it or disagree with a member of the media online, other members of the brotherhood will run to the media’s defense. That creates “relevance” and more click throughs and better listing positions and it feels really good emotionally as well. Many members of the media want a one-way relationship. Dish it out. Don’t get dished back. But that is anathema to an interactive real time two-way world.

In this new transparent real time world media itself ironically have developed very thin skins. They can dish it out but they are truly reactionary and defensive when you dish it back. But if I am blogging and I manage websites then I am a part of the media. I, too, feed the monster. The lines have blurred, haven’t they?

Feed the monster carefully. It can bite back. It can create fortunes or take them away. It can make you self important or render you irrelevant. The worst case for most media? Irrelevance and just being ignored.

Monster hungry. Feed it today.