Seth Godin, a veteran marketing guru and author, devotes several pages to "Getting Dugg" in his upcoming book, Meatball Sundae. "It doesn't cost anything, and it's a great way to get your message to a large group of people," says Godin. Digg, he adds, "dramatically amplifies" an old standby for most effective advertising: word of mouth.
A recent search marketing conference in New York offered several sessions on how businesses can work with Digg and other social media sites to help their sites rise in Google rankings.
"It's a validation of Digg, you can't deny that," says Adelson of the search marketing attention. But Adelson says his 37-person staff works overtime making sure most of the methods, such as getting people to click the "Digg this" button over and over, won't work. "What gets something to the top of Digg is when hundreds of people think it deserves to be there, period. Not by gaming the system."