"But HuffPo has also flourished by outsmarting everyone else. If you type "Nick Schuyler" into Google today, the Huffington Post's mashup account will appear above the original story in the St. Petersburg Times. That's Peretti's doing. In his hands, the site is particularly adept at what's known as search-engine optimization — making Google love you. How it's done is complicated and mostly secret, but one illuminating example came after the death of actor Heath Ledger. HuffPo fashioned its story so that anyone Googling a variation on the words "Keith Ledger" would see the HuffPo story at the top of the search results, thus snagging people who didn't know the actor's unusual name. The higher up a story appears in Google search results, the more page views — and ad money — it brings in.