Scott Cleland points to the antitrust implications of Google's ICANN application process for more than 100 top-level domain names. He explains why the word "monopoly" rolls off his tongue when talking about the additional power of controlling the allocation of new keyword domain names that Google would index for publishers, rank for users, and monetize for advertisers. What are the antitrust implications? Cleland tells us. It begins with Google's ability to convince companies to redesign their Web site's architecture based on optimization techniques, but it doesn't stop there, he writes.

The Google Affiliate Network, a free program, allows Web publishers to connect with advertisers and be rewarded for driving conversions. Google introduced Tuesday more than 50 promotions from U.S. advertisers for the Affiliate Network. Posting an exclusive promotion on a site allows publishers to earn a performance fee when site visitors click through and make a purchase. The promotions become available June 22.

iProspects published a piece on Google Shopping sharing the opinion of company executives. It highlights reasons for the change, how it will impact business for brands, and why it's not all bad news. eCommerce continues to grow. And with it, local businesses and big Internet retailers. Led by Amazon's more than 29% growth, retail sites posted double-digit gains in unique visitors in Q1 compared with the year-ago quarter, according to comScore. 

Apparently, Microsoft removed a link pointing to plans for a Xbox 720, but Venture Beat posts some of the spec sheets found in the 56-page document. A leaked Microsoft presentation suggests the box will hit the market in 2013, complete with Kinect 2, more set-top-box features, and a pair of enhanced glasses. The document also points to the Xbox 720 connecting to smartphones, tablets, and other Windows devices for sharing a variety of media across platforms, along with support Microsoft recently launched for the Xbox 360, along with the long-awaited rollout of NUads, an interactive TV ad format.

Improving the return on investment from campaigns means considering the price of incentives before throwing them to potential customers. While casinos tend to attract clients through free meals and rooms, the expensive giveaways can pay off if marketers take the time to calculate the perceived value against the actual cost, according to April Dykman. She tells us how Gary Loveman, CEO of Caesars Entertainment, controls experience to increase revenue by determining proft and aligning metrics.

Over at Forbes, Tim Worstall asks when Apple will release its own search engine. It already did. The introduction of Siri, the company's voice assistant engine, will become Apple's search engine as more iPhone users tap into it on mobile. Search is no longer limited to typing keywords into a search box and pressing enter. Although not confimed, Siri will likely become more prevalent on the desktop and other Apple products aimed at supporting content for television and music. While that's my take on Apple's search engine, Worstall gives us his argument with supporting facts.

This beginner's guide to search engine optimization provides a video with tips on how to optimize Facebook pages, and demonstrates how to gain links and likes. It focuses more on the importance than on advanced link-building tips. Aside from the video produced by digital agency Distilled, Adria Saracino points to a related resource page and written guide.

While looking at applications for quantum computing, University of Southern California (USC) engineers discovered it will integrate well with search engine technology. Gary Thomas explains that as the Internet continues to expand, the time and resources required to perform the algorithm increase. To improve the speed of search engines, scientists at USC demonstrated the use of quantum computing.

Vertical Search Works, an onsite search engine, said it built a network of 1.4 billion ad impressions, about 73 million unique monthly visitors, in the past nine months. The company launched in 2010, supporting a strategy built on specific industries that capitalizes on niche traffic, such as Food, Family, Entertainment, Wedding, and Home and Garden.

KISSmetrics said Friday the company sold KISSinsights to CatchFree. The company describes KISSinsights as a micro-surveying service aimed at Web site visitors. The survey asks questions as visitors make purchase decisions on the site. The company is acquiring the technology, not the employees. All KISSinsights employees remain with KISSmetrics.