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How Ted Leonsis Became Web 2.0

Sara Goo

For today's paper I wrote up what really is a long anecdote from AOL vice chairman Ted Leonsis, who shared his personal quest to manipulate Google search results of his own name. What I enjoyed is the pure honesty of it all. Everyone does the vanity Google search, but few admit it. C'mon, fess up.

Leonsis, one of the area's wealthiest local businessmen and tech executives (not to mention a sports team owner), shared his story with Post editors and reporters recently when he and AOL chief executive Jonathan Miller came over for lunch. You can read about it here. Miller, who apparently had heard this story before, described it as, "How I became Web 2.0 by Ted Leonsis."

Ted's blog -- -- was key to changing his search results. He posts to it several times a day, offering us a glimpse into his life among the wealthy and famous. (Hello, Reliable Source!)

The story is actually pretty interesting because Leonsis's personal experience relates to what AOL is now going through in trying to optimize how its Web pages come up on Google and Yahoo search results. Because AOL's content was only available to subscribers for so long, the company's Web pages weren't indexed by Web crawlers. Now the company is trying to improve that.

By Sara Goo  |  November 13, 2006; 1:00 AM ET  | Category:  Sara Goo
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Posted by: ahhj | November 13, 2006 3:45 AM

Can the Post please get over its love affair with Ted Leonsis? Enough already. The man is pitiful. Trying to use his wealth to get the love and acceptance he didn't get as a child. Stop it!!! We're just not that into him.

Posted by: Figmo | November 13, 2006 10:54 AM

Your story convinced me that, like so many corporate executives with more money than taste, Leonsis doesn't have a whole lot more to offer the world than a massive ego. What a narcissist!

Oh, and something else: By not calling him on his narcissism, the Post has put its stamp of approval on it. Are you people running a newspaper or a p.r. agency?

Posted by: Will | November 13, 2006 6:05 PM

These techniques for enhancing one's placement in Google search results have been well-known for years and are actively and obsessively pursued by every company and entity imaginable. That ted L. would make this sound like some sort of achievement simply indicates, yet again, that one can become a wealthy businessman and still be a total pantload.

Posted by: Scott | November 16, 2006 10:26 AM

Is this the best WP has to offer?

Posted by: GimmeABreak | November 17, 2006 8:26 AM

Can't say I've ever hear of Ted Leonsis but sounds like he's only a moneyed self-promoter. That's too bad. Now if he contributed to the national dialogue that would be a worthy use of his newly developing skills. For example, if he talked about the lack of national health care for everyone, or U.S. media censuring out Al-Jazeera television, or AIPAC's influence on the new congress and presidential candidates. That would show he has intellectual depth and is knowledgeable about the world around him. Is this story a space filler for WT?

Posted by: Ruben | November 17, 2006 3:55 PM

You may want to check out Ted Leonsis things aren't the happy playground they were when you wrote this article

Posted by: NotTedLeonsis | November 24, 2006 5:34 PM

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