One of the biggest problems facing companies today is keeping their employees trained and interested in learning. For internet companies it is even harder. In an industry that changes so rapidly you have to really be on your toes. What worked six months ago doesn’t work today! The Search Community of Practice at Critical Mass has come up with a novel solution. Inter-office competition. The SCoP as it is known, focuses it’s time and energy on finding out what the search engines are doing, and what their clients can do to get better performance. “In the past, search engine optimization (SEO) was nothing more than simple Google bombing. Nowadays to really know SEO you have to pay attention to what works and spend time researching and reading from other SEO experts.” To educate themselves and others within the company the SCoP came up with the term “yoshirolla kilomantra”, a term which didn’t come up with any hits on Google, Yahoo or MSN. The participants use white hat methods of search engine optimization to compete for the coveted top spot on the engines. The extra challenge is that yoshirilla kilomantra does not have any meaning, so creating content is going to be especially difficult. Scoring is a simple process, ten points for the highest rank, nine for the next place, and so on… Score is done for each of the five big engines. The person with the highest aggregate score – wins. In the event of a tie, the person with the highest Google ranking wins. The only other rule is black hat methods result in instant disqualification. “While black hat techniques might work today, they are sure to fail tomorrow and tricking users is no way to do business”.