Earlier this month, Edelman Executive Vice President of Digital Strategy Steve Rubel announced in a blog post that he was adopting a “scorched earth policy” in regards to his online presence. He was deleting his personal blog and Posterous site in favor of Tumblr.
Why delete the old blogs? His rationale is that Google’s new “plus one” feature, which enables searchers to vote up results they like, won’t favor content reproduced in multiple spots on the Web.
“I want to make it easy for Google,” he wrote. “The only way to do so was to scorch the earth. Anything more will confuse it. I want one site to earn the +1s, not three.”