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How about WW members competing on a keyword to see who can get up top each month on a Google search.
Naturally, the keyword would have to be some piece of nonsense that nobody actually searches for (so we dont infringe on anyones business).
Also, it would have to be a page on our own site (one site per member!), which would mean (and this is the hard part) that the member has to intergrate that keyword into his or her sites theme and content in order for it to be relevant.
As the page would have to be linked to from another on your site in order to be indexed, we have another reason for it to be relevant (otherwise it would reflect badly on the rest of the site).
Googles ranking system would ensure that no-one cheated! :)
On the URL dropping side, only the top few URLs are likely to be known. If anyone were to optimise a page for this term for the sole purpose of URL dropping here, then they face pretty much the toughest competition in the world.
Lets face it, we compete with many web designers, but there is only a small number of WW-quality SEO/webmasters competing in any one keyword.
Trying to win a competition such as this would for a marketing bonus would be pointless, as the benefits are greatly outweighed by the competition!
Its all about the honour of being number one and being worshiped by your peers! ;)
<added>If we compete on charity brands, then we will just have a lot of optimised pages pushing charity pages down in the SERP's and that aint going to help. However, if we got their permission first and promised to link to them...</added>