Top Ten Reasons Google Will Buy Digg as Aquisition Seems Near

I have predicted the Google – Digg acquisition / integration but now TechCrunch says that a Digg acquisition by Google is closer than ever!

With TechCrunch’s post late today that: “Google’s on and off negotiations with Digg have been back on in a big way for the last six weeks, we’ve heard from multiple sources inside of Google, and the two companies are close to a deal that will bring Digg under the Google News property. The acquisition price is in the $200 million range, says one source.”

It sounds like a good time to say “I told you so” and “What the heck are you going to do with Digg once you have them, Google?”

The top ten reasons Google will buy Digg…

#1 Microsoft is about to buy Yahoo as a whole and that means Delicious and Flickr too.

Jerry Yang has not only offered Charles Icahn a seat on the board but offered Yahoo up whole for $33 a share. That means MyBlogLog, Flickr and Delicious could all be part of the deal.

#2 Google can’t wait to take the Digg mafia out and kick their ass.

Digg is highly valued as a blog quality indicator when Diggs rise above the 50 to 100 plus mark. As we all know, many sites have been banned for Digg including yours truly for no reason other than Digg mafia antics and of course idiots like this. Google cannot continue to use Digg as a quality indicator when a malicious few are able to influence results so easily. The easiest way to stop hackers is to hire them and the easiest way to clean up Digg is for Google to do it themselves.

#3 Google thinks the Digg button is cute and wants to add it to search results.

We have seen Google testing a Digg like interface in the last week so why try to build their own community when there is already a very active one to simply consume?

#4 Digg has massive traffic and the data centers already in place to handle it.

TechCrunch reported in January 2008 that according to comScore, Digg peaked in October, 2007 at 6.3 million unique visitors in the U.S. Jay Adelson said Digg had 26 million unique visitors in May 2008. Digg already has the infrastructure in place to handle the traffic, run the code, handle the administration and the servers to handle the traffic that is going to only increase. While Google has ten times the server capacity of even Microsoft they are only going to further increase their data handling ability with Digg’s world wide server farms ready to go and in place.

#5 Digg owns the patents to many of their algorithms.

Digg’s code base has been brutally tested, can handle massive traffic and not break the servers, but also the Digg algorithms that support the way Digg posts are ranked is proprietary and patented. This is one of Microsoft’s own tried and true strategies. Microsoft has been raiding small companies with valuable patents so that they OWN the TECHNOLOGY not just the site. It was what made valuable when Google bought them and turned them into AdSense.

#6 The new Microsoft deal to display advertising on Digg will go bye bye.

Digg’s only source of income is thru a deal with Microsoft to display advertising. If Google acquires Digg then that deal is replaced with AdSense ads.

#7 Google already plans to serve advertising on social sites so why not cut out the middle man?

As we can see from the FriendRank patent that was made public July 3rd, Google already has been planning to rank social profiles with a proprietary patent since 2006. So it is much more profitable to just buy the #3 social bookmarking engine and cut out the middle man, pocketing all the profit.

#8 Kevin Rose wants to hang out with guys his own age, not Steve Ballmer.

We have already seen Jay Adelson, Sergy Brin and Larry Page buddy, buddy. If he sells Digg to Microsoft Kevin will have to hang out with Steve Ballmer. I kinda think Kevin would be more comfortable with guys his own age that have hair. Steve, you don’t have much of a history of being cool.

#9 Chris Lang has been predicting this for months and he is always right.

I ran out of reasons here at the end so here we go into Chris Lang land: I have been predicting this for months and have had everybody tell me I am wrong. So, as I can seem to do no wrong lately, I have to be right about this. Besides, I am #1 on Google for “chris lang is always right.”

#10 Larry Page friended Kevin Rose on Digg and Kevin did not respond so now he is pissed!

How many pathetic Digg profiles do you see where some newbie frineded Kevin Rose and of course Kevin did not return the favor? Why should Larry Page or Sergey Brin be any different?


  1. Posted July 22, 2008 at 11:54 pm | Permalink

    Frakin (bsg reference) brilliant,you are the ultimate social marketing guru. Good luck, looks like you have what it takes, and what people want..

  2. Posted July 23, 2008 at 8:47 am | Permalink

    You are also #1 on Google for:

    Chris Lang is right about Digg


  3. Posted July 23, 2008 at 1:03 pm | Permalink


    It seems to be part of Google’s plan to secretly take over the world!

    It makes complete sense. I think Google’s strategy is to start purchasing all the social networking sites, especially if they are content rich like Digg (double whammy). What I don’t understand is if they will continue to rely on their current revenue structure that’s all advertising base.

    Let’s see if Microsoft jumps in and tries to make a play as they are trying to compete in the internet space not just in software.

    Thanks for the great post Chris,

    Jorge Olson

  4. Posted July 23, 2008 at 2:39 pm | Permalink

    When Google owns Digg, what will happen with Propeller? Is Propeller 100% AOL and Netscape? I think I got it mixed up and told someone it was also part of Yahoo. I probably had it confused with other Yahoo toys. I mean properties.

    I just hope that when this happens that it helps people just starting out and who are active with their sites and does not get all Google snobby like it is with their Search Engine Marketing.

    Maybe we will bid on Giggle Rankings like we do on keywords and if your ratings are high enough with Giggle you get preferred treatment.

    Giggle=Google + Digg

    Cute huh?

  5. Posted July 23, 2008 at 4:59 pm | Permalink

    Propeller is AOL, StumbleUpon is eBay, Delicious is Yahoo, Flickr is Yahoo plus there is Yahoo BUZZ and Google has nothing. Unless…..

  6. Posted July 23, 2008 at 8:28 pm | Permalink


    I wasn’t going to comment, except for the first comment. I mean come on! DO we have to use such profanity to make a point on such a great post????


    Joe Justin

  7. Posted July 25, 2008 at 9:04 am | Permalink

    Wonder who’s going to buy Reddit to pull a “me too”.