AC—tagline: “the people’s media company”—wants to be thought of as an online publishing “showcase” for all kinds of content, not as a matchmaker between content and search terms. Reiss: “The company isn’t going to realize its potential unless it’s producing really good content.  We’re not going to create a successful company with just mediocre content.” But AC is based on the idea that anyone can contribute and be paid, and that enough of that material can be syndicated and read to make it worthwhile for all involved.

It’s not the only content company with a focus on search optimization; the New York Times Company, for instance, embraced the SEO technology and techniques that came with About.com. But NYTCO’s an existing company learning how to use new technology to increase revenue while AC exists for that purpose.

As for the idea that Armstrong has a conflict of interest, Reiss says: “The only people whose opinion I really subscribe to as to whether a conflict exists here is folks on senior management side of Google. They’re the ones that have to be comfortable.” Google has given Armstrong the go-ahead but that isn’t likely to stifle the drumbeat.

Elinor Mills took a deeper look at the company and the problems it faces at Cnet News.com.