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Only a single example given, but it does look pretty interesting and I've never heard of this technique before... any thoughts on this?
(P.S. Not sure if this was the best place for this topic, but couldn't really find anywhere more appropriate)
I've mentioned elsewhere that search volumes for short generic keywords are not a strong predicter of traffic - because for some terms as much as 40% of those searches do not result in a click. Instead, the searcher looks at the results and immediately knows that they need to revise or refine their search terms.
In this case we're discussing branded search terms, not generic search terms, and so I'd say this approach has some potential use. It will be interesting to see if the article's predictions are accurate, come April 2010.
Though with some of my new websites has really got my hopes up, only to completely fail.
Your best indicator is to ask yourself, will this website be very useful to a large audience, and hasnít been done before.