I say "seems" because on closer read, I conclude that it is a completely legitimate business practice. In fact, it may be the future of newspapers, or, rather, what will replace them.
The author's basic strategy is this:
Your goal is to build a site which contains everything someone would ever want to know about your root keyword.... Now you have some original high quality meat for your microsite which is truly original content and is highly targeted for each long tail keyphrase.Later, he markets the site by connecting to other authors and experts on the same topic, and creating a self-referencing blog.
Ultimately, this is exactly how people have always built businesses. They create a product -- say, "Rosetta Stone" language software -- then run infomercials about it. Or, they investigate a subject, write a book, and tour the country promoting it. (Malcolm Gladwell comes to mind.) The only difference is that this replaces monetary cost with technical know-how.
It is the kind of job that only technically savvy people -- do-it-yourself, non-corporate programmer types -- can do today. Tomorrow, it will go mainstream. But today, there are a growing number of these kind of jobs available to the right individuals.
Meanwhile, he has done a tremendous favor to the people who were interested in a somewhat obscure subject, by sorting and centralizing an ocean of information and creating new, relevant content. That's not gaming the system, that's providing a highly-focused news service.
Welcome to the golden age of information!
(Thanks to Jose for the pointer.)
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