Mike Moran's Previous Appearances

Mike is a frequent speaker on Internet marketing, especially search marketing and social media, and enterprise search and text analytics. Here are a few of his past appearances:

• Internet Marketing: Where It Is and Where It's Going at the Reaching Your Global Customers Conference in Harrisburg, Pennsylvania (April 2008)
  Internet marketing is direct marketing, and you can measure your customer's every response. Savvy marketers are taking advantage of this free market research to adjust what they do every day. But what's next for Internet marketing? Find out how companies must become transparent to their customers and the public to succeed on the Wild Wild Web.
• Web Marketing is Direct Marketing to the UVA Darden School of Business in Charlottesville, Virginia (April 2008)
  What do direct marketers know that you don't? How can you design your interactive marketing to measure results so you know your return on investment. Measure what messages customers see, which ones they act on, and which ones cause them to buy. Find out the 10 things you should do right now to "direct" your marketing.
• Market Research 2.0 to the Marketing Research Association in Philadelphia (April 2008)
  The Web has added a new level of interaction between marketers and customers. Customers show you what they like and what they don't with every mouse click. Are you watching? Customers can comment on your blogs, they can rate your products, and they can even create a hate site if they really don't like you. Are you listening? What's more, do you respond to what you see and hear by changing what you do? Find out what customers are telling you and showing you every day. Learn the changes in Marketing 2.0—and how your business can adapt to them.
• The Advertising Show (April 2008)
  Mike sat for a wide-ranging interview on the Advertising Show, focusing on his latest book, Do It Wrong Quickly.
• Do It Wrong Quickly: What Corporations Need from PR in Today's Transforming Marketplace at the Bulldog Reporter's Media Relations Summit (April 2008)
  This is not your parents' public relations business—nor is it your parents' social or commercial culture. New technologies are transforming marketing communications and society itself. What, then, do corporations expect from public relations practitioners in the face of these changes—what role do they expect us to play in an increasingly integrated marketing mix? Which new technology tools do our clients want us to take charge of, what kinds of ideas are they looking for from us, how can we distinguish ourselves while making a supremely valued contribution to the corporation’s reputation, sales and bottom line?
• Using New Technology to Communicate Directly with Customers at the Bulldog Reporter's Media Relations Summit (April 2008)
  The greatest new power Web 2.0 gives us is the ability to listen to and converse directly with customers. But what are the best formats for doing so—chat rooms, blogs, wikis, consumer-generated videos? Most importantly, how can you make management comfortable with participating in today's largely uncontrolled social media environment, in which customers actually talk back so all can hear? Hear Mike and a distinguished panel explain it all.
• Thriving in the Future of PR: How Web 2.0 Is Transforming the Communications Business at the Bulldog Reporter Webinar (March 2008)
  So many parts of marketing have been changed by the Internet, and public relations is no exception. In this panel discussion, learn how PR people become the experts in organizational story telling, helping many employees to tell their stories in public.
• Staffing Up for Search at the Search Engine Strategies Conference (March 2008) in New York
  Search expertise is in demand and the talent shortage may be at its peak. Where should you look for search experts? What qualities make the best hires? What tactics should you deploy when building up an in-house SEO or agency search marketing team? In this session you will hear practical advice from Mike and other experts in the trenches.
• Converting Visitors Into Buyers at the Search Engine Strategies Conference (March 2008) in New York
  Getting visitors to your Web site is only half the battle. To be victorious, you need them to convert into customers by making purchases, signing up for services or fulfilling whatever are your goals. Join Mike and a distinguished panel to learn about making this conversion. The latter part of the session takes volunteers from the audience and examines their web sites live to provide general feedback about changing them to improve visitor conversion.
• Searching for Meaning: The Future of Text Analytics at the AIIM Conference (March 2008) in Boston
  Once everyone has a text search engine for their enterprise, then what? Where is search and text analytics technology headed? Whether you care about legal discovery, regulatory compliance or just improving the way your intranet serves your employees, the text revolution is coming. Find out how semantic search can go far beyond today's keyword search to truly uncover the meaning behind the words. How will content management and business intelligence be affected? Learn how personalization will provide a new level of relevance in every employee's business day. Search 2.0 is coming—are you ready?
• Search Marketing 2.0 at the Search Engine Marketing for Pharmaceuticals Conference (February 2008) in Philadelphia
  Search has come a long way in a short time, but what changes are afoot? Personalized Search, where the search results for you are not the search results for me, is increasing in importance. Each search engine is using what they know about you to customize the results, which has huge implications for search marketers. Also, Google has introduced Universal Search, but expect all search engines to begin providing results from images, videos, blogs, and other media on the main search results screen. Search marketers must know how to cope with the move away from vanilla Web pages being all you get on that screen. And search marketers must expand their repertoire to include social media marketing rather than sticking with the same old techniques while the marketing world is changing.
• Doing It Wrong Quickly: How the Web Changes the Old Marketing Rules at the Software 2008 Conference (February 2008) in Oslo
  The Web, and Web 2.0 in particular, gives your customer a printing press to express their opinions. Customers are already having a conversation about you, using blogs, wikis, product ratings and reviews, message boards, social networks, and even hate sites. This conversation is happening—are you listening, watching and responding?
• Marketing 2.0 at the Search Marketing 2008 Strategies Conference (February 2008) in Copenhagen
  How does the Internet change the old marketing rules? Your customers can comment on your blogs, they can rate your products, and they can even create a hate site if they really don't like you. You need to be listening. Your customers also show you what they like and what they don't with every click of your Web site.
• Step-by-Step Search Marketing Success at the Search Marketing 2008 Strategies Conference (February 2008) in Copenhagen
  How does search marketing create attention for your brand and create higher sales, even if you don't sell online? How do you know what search marketing is worth to your company? Where do you start your search marketing efforts and how to you continually improve from there? Find out the steps to succeed at search marketing so that your company is found by Google. After all, if they can't find you, they can't buy from you.
• Step-by-Step Search Marketing Success at the Lehigh Valley IEEE (January 2008) in Bethlehem PA
  How do search engines work, and how do you work them? Learn how to get your business to the top of the search rankings. After all, if they can't find you, they can't buy from you.
• Marketing 2.0: Understanding Customers the Web Way at the AMA Executive Insights Conference (January 2008) in San Diego
  The Web has added a new level of interaction between marketers and customers. Customers show you what they like and what they don't with every mouse click. Are you watching? Customers can comment on your blogs, they can rate your products, and they can even create a hate site if they really don't like you. Are you listening? What's more, do you respond to what you see and hear by changing what you do? Find out what customers are telling you and showing you every day. Learn the changes in Marketing 2.0—and how your business can adapt to them.
• What Are the Current and Future Enablers for Natural Language Queries to Return Answers? at the Gilbane Conference (November 2007) in Boston
  Semantic Web enabling technologies are gathering momentum stimulated by a lot of Web 2.0 hype and rhetoric, but are there solutions that reveal the right content to truly match a query? Examples from IBM's OmniFind search product expose semantically better (more relevant) results through search.
• The New PR Gatekeepers at the Bulldog Reporter Advanced PR Technology in Practice Conference (November 2007) in New York City
  Learn the three new gatekeepers for your PR message—bloggers, search engines, and your own customers. Find out how successful PR people are making the transition to Web marketing as a new form of PR.
• RSS Ray Show on WSradio.com (November 2007)
  RSS Ray conducted a radio interview to get the background for Mike's new book. You can listen to the recording of both Part 1 and Part 2 of the broadcast.
• Social Media: What Every PR Person Needs to Know at the Center for Communications panel (November 2007) in New York City
  This panel took a first-hand look at the phenomena that are redefining the practice of public relations (and marketing) in the new millennium. Five industry thought leaders discussed the array of new tools, strategies and channels available to today's practitioners—from Facebook and Second Life to wikis, blogs, blogger engagement, digital video, and search engine marketing.
• Search by the Numbers at the AMA seminar "Hot Topics in Search Marketing" (June, September, and November 2007) in Chicago and Boston
  What is search worth? How do you know how much to spend on organic and paid search and how do you know when it is working? Learn how to apply direct marketing techniques to search marketing to calculate your return on investment. And see how you can use measurements to fine tune every aspect of your search marketing campaign, just like IBM does with its own.
• The New Internet Marketing (October 2007) at the Advertising Club of Westchester in Westchester, NY
  How do marketers take advantage of blogs, social media and other new marketing tools? You don't need to be a technical guru to listen to what customers say, to watch what they do, and to respond when what you're doing isn't working.
• Web Marketing is Marketing (October 2007) at the University of Virginia Darden School of Business in Charlottesville, Virginia
  What do direct marketers know that you don't? How can you design your interactive marketing to measure results so you know your return on investment. Measure what messages customers see, which ones they act on, and which ones cause them to buy. Find out the 10 things you should do right now to "direct" your marketing.
• Step-by-Step Search Marketing Success (October 2007) to the American Marketing Association in Pittsburgh
  How does search marketing create attention for your brand and create higher sales, even if you don't sell online? What's the difference between organic and paid search? How do you know what search marketing is worth to your company? Where do you start your search marketing efforts and how to you continually improve from there? Find out the steps to succeed at search marketing so that your company is found by Google. After all, if they can't find you, they can't buy from you.
• Marketing 2.0 (July 2007) at the Internet Strategy Forum Executive Summit Conference in Portland, Oregon
  How does the Internet change the old marketing rules? Your customers can comment on your blogs, they can rate your products, and they can even create a hate site if they really don't like you. You need to be listening. Your customers also show you what they like and what they don't with every click of your Web site. You need to be watching. Learn the changes in Marketing 2.0—and how your business can adapt to them.
• Web Marketing for the Independent Professional (June 2007) to the IEEE Consultants' Network of New Jersey Coast in Middletown NJ
  It's not easy being a consultant. You must keep your clients happy. You have to keep up with your field of expertise. You must collect your bills. Who has the time or money for marketing? Unfortunately, few successful consultants make it without some kind of marketing. In the old days, it was a good resume and who you knew, but today, you need a Web site—a good Web site. And you need to know how to get attention for your Web site. It may seem overwhelming or beyond your budget, but it doesn't have to be. The good news about Web marketing is that it doesn't have to break your bank. Free or low-cost hosting of blogs, Web sites, podcasts and videos give you ways to get your marketing message out. Search marketing takes some time, but not much money. Find out in one session how to create a Web site that conveys the image you want and delivers the message prospective clients need to hear. Learn how Web marketing can set you apart among the sea of consultants looking for engagements.
• Planning for Success (June 2007) at the DMA's DM Days in New York
  Too often, we approach search marketing as being more about search than marketing. Find out in this session how to assess your business case for search marketing, so that you know what to invest in and you know how well it's working after you do.
• Search Marketing is Direct Marketing (June 2007) at DM Days in New York
  Direct marketers often are intimidated by all the new terminology associated with search marketing, but search marketing is more about marketing than search. Find out how to use your direct marketing background to learn the secrets of search marketing—tweaking your campaign until you get the desired response from your customers.
• Global Marketing 2.0 (June 2007) at the Reaching Your Global Customers conference in Lancaster, PA
  Web 2.0 is the popular topic for the road ahead, but is your marketing being left behind? The Web gives every customer a printing press that competes with yours. They can comment on your blogs, rate your products, write blogs of their own, or even create a hate site if they really don't like you. Marketing has become a global conversation instead of a one-way message from the marketer. Are you listening? Moreover, the Web makes switching costs a thing of the past. If your page loads too slowly, they're gone. Higher price than they expected? Bye. They can't tell if it's in stock? Adios. Customers want what they want when they want it. They judge your marketing more harshly then ever, and those customers vote with their mice. Are you watching what they are doing? Find out how you can make over your marketing to be real, relevant, and responsive to capture the new global customer. Learn to solicit and act on feedback so that you can make your marketing a little better every day.
• Search Marketing 101 (May 2007) at Le Big Bang Forum in Quebec
  How do you get started with search marketing? Find out what savvy Web marketers are doing to measure their Web sites and invest in search marketing success. Whether you want brand awareness or online and offline sales, both organic and paid search marketing can drive the traffic to your site at the lowest possible cost.
• Contextual Search and Text Analytics (May 2007) at the Enterprise Search Summit in New York
  What if you had a platform for enterprise search that offered contextual understanding to interpret query intent and application context to find information based on what they mean as opposed to what they say? And what if it had advanced text analytics to enable users to search information using concepts or facts rather than words that must appear in the text? This session shows how this search technology can be applied to specific industries and applications.
• Step by Step Success in B2B Search Marketing (April 2007) at Direct Marketing to Business Conference in Orlando
  Learn how to treat search marketing the same way you do every other marketing tactic, where you measure cost, response rate, and conversions (and you focus on making changes until you get the best return possible on your investment). See the detailed steps you need to succeed with both organic and paid search, including local search. Search marketing leads cost just 5% of direct mail leads, so find out how to make it a full-fledged part of your marketing mix.
• The Steps to Search Marketing Success (April 2007) to the New Jersey Chapter of the Marketing Executives and Networking Group in Morristown, NJ
  If you have a Web site, you need to succeed at search marketing--it's the lowest-cost way to drive traffic to your site. But how do you know what search marketing is worth? Or how to unlock the secrets of high rankings in Google and other search engines? Learn how search marketing can drive both brand awareness and sales. Discover how to succeed with both organic and paid search marketing techniques--and how to measure that success. Whether your business is large or small, search marketing can attract your customers' attention at a fraction of the cost of other marketing approaches.
• Benchmarking an Organic Search Marketing Campaign (April 2007) at Search Engine Strategies in New York
  How do you analyze where you really stand in your organic search marketing campaign? Understand the typical measurements that everyone uses, but also go beyond to see new ways to assess your performance against the competition.
• Remember that Search Marketing is Marketing (February 2007) at the Search Engine Marketing for Pharmaceuticals Conference in Princeton, New Jersey
  Is search marketing right for your firm? What are the biggest uses of search marketing and what are they worth to you? Learn how to measure your results for your company so that search marketing is handled the same way other direct response marketing channels are tracked.
• How Web 2.0 Changes the Old Marketing Rules (November 2006) at the Web Site Globalization Conference in Boston
  Blogs, wikis, podcasts and other consumer participation technologies, often referred to collectively as "Web 2.0," present great challenges to marketers. Whether we like it or not, every Web site has become international, but Web 2.0 changes marketing forever. Instead of controlling their message, marketing has become a conversation—as consumers talk back with product ratings, recommendations, reviews, blogs, comments on your blog, and many other techniques. Everything your company does is now public—across country and market segments. And every click they make on your site can be tracked and acted upon by your Web site. What are the major challenges faced by organizations in the era of Web 2.0? How can your marketing strategy evolve to tap into an ever increasing market of international Web-savvy consumers?
• Search Marketing Strategies (November 2006) in Copenhagen at FDIH—The Danish e-business Association.
  Mike presented the keynote address on growing your business with search marketing, participated in a panel discussion on the search industry, and presented a master class on the strategies for organic and paid search marketing.
• The New Internet Marketing (November 2006) to the American Marketing Association in Bridgewater, New Jersey
  How do marketers take advantage of blogs, podcasts, wikis and other new Internet marketing tools? You don't need to be a technical guru to reach your customers in brand new ways.
• Metrics-Based Search Marketing (October 2006) at the Emetrics Summit in Washington, DC
  How do you know what metrics to use to measure and manage your search marketing? Stop bemoaning your content quality and learn how to check it and report on it. Go beyond rankings and traffic to understand your real return on your search marketing investment.
• Search Marketing with Blogs and Podcasts (September 2006) on the e-Commerce Show with RSS Ray on WSRadio.com
  RSS Ray conducted an interview on how blogs and podcasts aid in search marketing. How do your customers search for blogs and podcasts? And how do you structure your blogs and podcasts so that yours are the ones those customers find?
• Search Marketing—the Basics and Beyond (June 2006) at DM Days in New York
  Mike and other expert panelists provided a step-by-step look at how to succeed at search marketing for the Direct Marketing Association. Mike explained the first step—your business case for investing in search marketing—with other panelists addressing the others steps. The session was also covered by DMNews.
• Concentrate on Content (May 2006) at the Enterprise Search Summit in New York
  Did a frustrated searcher just ask again why we don't use Google as our search engine? But you know that your search technology is OK—it is that blasted content that you can't get under control. Your authors don't use the right keywords; your Webmasters block the spiders; marketers insist on their precious message, and tech support people write entirely in acronyms. Search queries and results are only as good as the underlying content. Learn how to impose control and standards on unruly content (and its creators) and how to get all the players to follow the rules.
• What Can Librarians Teach Enterprises About Information Access? at the KMWorld Magazine Webinar (May, 2006)
  Librarians live in a completely different world than enterprise IT folks, but what they know about cataloguing and finding information can change your approach to knowledge management. Mike joined several other experts to discuss how.
• Back to Basics: SEO Boot Camp (May 2006) at ACCM 2006 in Chicago
  Mike joined his Search Engine Marketing, Inc. co-author, Bill Hunt, and other experts to break down the essentials of search marketing for catalog marketers, including how to get real return on investment in search marketing and avoid the misinformation that leads to mistakes.
• Step-by-Step Organic Search Success (May 2006) at the DMA B2B Search Marketing Webinar
  Mike presented with a team of search experts on how to get started with organic search marketing, starting with modeling what your visitors do on your site and culminating with the four steps to success.
• Don't Just Change the Search Engine (April 2006) at The Search Engine Meeting in Boston
  It's easy to change the search engine on your corporate Web site—at least it's easier than fixing some of the real problems. Too often, we look at poor Web site search as merely a technology problem rather than one that requires analysis of content, user interfaces, site design, and other factors. Analyze your Web site's search in a holistic way and address all of your problems.
• Your Interactive Marketing Future (April 2006) at the Reaching Your Global Customers Conference in Lancaster, PA
  If blogs, podcasts, and Web feeds make you dizzy, you're not alone. Interactive marketing is an increasingly important part of any marketing campaign, which is new territory for traditional brand marketers. If you didn't grow up as a direct marketer, you've got a lot to learn—but you can start here. Find out how the "new" marketing works, especially how its done for global customers.
• Driving Demand Through Advanced Site Search (April 2006) at the e-Commerce Leadership Webinar
  Increasing demand for your products means raising your conversion rate or drawing more site traffic. This pitch showed how your site search engine can lead to higher sales by helping you do both.
• Working as a Team (March 2006) at Search Engine Strategies in New York
  How do you cope with search marketing for a company with tens of divisions, hundreds of products, thousands of web pages and seemingly no way to bring order to the chaos? Do you centralize all search marketing activities? Where do you begin with the SEO process? This presentation looked at problems and solutions unique to big companies or running big sites.
• Working Together (March 2006) at Search Engine Strategies in New York
  How can you get the IT department to buy into your SEO suggestions? What will it take to get the branding people to consider your search buy? This talk explored strategies on winning support for those tasked with doing SEM in house.
• In House Forum (March 2006) at Search Engine Strategies in New York
  Mike joined other search marketing experts in a free-wheeling Q&A Session covering the strategies and tactics required for successful in-house search marketing campaigns in large companies.
• Search Marketing Basics (February, 2006) to the New Jersey Chapter of the American Marketing Association in Bridgewater, NJ
  Mike presented an overview of search marketing's impact, as well as a step-by-step approach to improve both organic and paid search results.
• A Crash Course in Search Marketing (February, 2006) to the North Jersey Chapter of the IEEE Computer Society in Whippany, NJ. Mike presented a 90-minute seminar on both organic and paid search marketing.
• Remember That Search Marketing is Marketing (February, 2006) to three Scandinavian professional societies. Too often, we approach search marketing as a set of dials and switches that we twist and flip according to the mysterious advice of experts: sprinkle some keywords here, change your server configuration there, and a dozen more things that only technical experts understand. But search marketing is more about marketing than about search. Find out what search marketing is worth to your business and how you know when you've succeeded, so that you know when to stop twisting dials to spend your time on something else.
• Step-by-Step Organic Search Success (February, 2006) to three Scandinavian professional societies. Learn how to optimize your Web site to get the best possible rankings from organic search engines. See how the different specialists on your Web team, such as Webmasters, programmers, writers, designers, marketers, and others can work together to get your site noticed by Google and other search engines. Avoid the "get rich quick" approach of fooling search engines--you can conduct a successful long-term campaign without any tricks if you know how.
• What's Your Paid Search Personality? (February, 2006) to three Scandinavian professional societies. If you're buying ads from Google, Yahoo!, or other search engines, you already have a paid search personality. Are you driven to get that #1 result? Do you only buy when the keyword prices are cheap? Will you pay any price to get higher traffic? Find out your personality and decide if it is best for your business, or whether thinking differently about paid search would buy you a lot better return on your investment.
• Improve Search Engine Rankings with Blogs, Podcasts and RSS on wsRadio.com (January, 2006): Mike explained search marketing, especially how to take advantage of podcasts, blogs, and RSS feeds, in this 45-minute radio interview with RSS Ray.
• After the Search Marketing Revolution... at the Syndicate Conference in San Francisco (December, 2005): Mike discussed the basics of search marketing in the light of blogs, RSS feeds and other new publishing developments.
• Damn I Wish I Thought of That: 30 Great Ideas in 60 Minutes at AD:TECH in New York City (November, 2005): Mike was one of 30 panelists offering one great idea for Internet marketing at a dizzying pace. Mike's contribution was "Do It Wrong Quickly."
• The Marketing Impact of Search at the NetMarketing Breakfast in New York City (November, 2005): Mike joined several other business-to-business marketers to share best practices in Internet marketing.
• Computer Outlook Radio (September and October, 2005): Bill Hunt and Mike Moran discussed Search Engine Marketing, Inc. with host John Iasiuolo in two separate programs. The shows were aired on 90 radio stations, including the flagship KLAV 1230 AM in Las Vegas, on September 7 and October 5.
• Integrated Search Planning: How Organic, Sponsored and Paid Can Optimize All Media Spends at Online Media, Marketing and Advertising Conference and Expo in New York City (September, 2005): Search is moving from a standalone tactic to become a vital component of an integrated marketing strategy. As this happens, we have to look at the part search plays in a buying decision, and how it works together with other media.
• Big Site/Big Brand SEM at Search Engine Strategies in San Jose (August, 2005): How do you cope with search marketing for a company with tens of divisions, hundreds of products, thousands of web pages and seemingly no way to bring order to the chaos? Do you centralize all search marketing activities? Where do you begin with the SEO process? This presentation looks at problems and solutions unique to big companies or running big sites.
• Working Together at Search Engine Strategies in San Jose (August, 2005): How can you get the IT department to buy into your SEO suggestions? What will it take to get the branding people to consider your search buy? This talk explores strategies on winning support for those tasked with doing SEM in house.
• In House Forum at Search Engine Strategies in San Jose (August, 2005): Mike joined other search marketing experts in a free-wheeling Q&A Session covering the strategies and tactics required for successful in-house search marketing campaigns in large companies.
• Trust or Consequence: How Failure to Disclose Ad Relationships Threatens to Burst the Search Bubble at Consumer Reports WebWatch in Berkeley (CA) (June, 2005): Executives from the top search engines joined industry experts for a provocative discussion about customer loyalty, open disclosure about advertising and sponsorships and just how consumers are finding the information that matters most to them.
• Inside Site Search: Multifaceted Search at Enterprise Search Summit in New York City (May, 2005): Multifaceted search (also known as faceted navigation) can help your organization find and deliver the right information for your customers. This case study explores how IBM justified the investment, chose the right technology, and implemented it successfully.
• Multi-Country Campaign Management at Search Engine Strategies in Toronto (May, 2005): Planning a search engine marketing campaign that covers Canada, North America or other countries throughout the world requires different strategies than doing search marketing for a single country.
• Paid Search and Keyword Optimization at AD:TECH in San Francisco (April, 2005): This session covered keyword development, adjustment of bids to achieve sustainability, and understanding how to maximize the potential of your search campaigns.
• Big Site/Big Company SEM at Search Engine Strategies in New York (March, 2005): How do you cope with search marketing for a company with tens of divisions, hundreds of products, thousands of web pages and seemingly no way to bring order to the chaos? Do you centralize all search marketing activities? Where do you begin with the SEO process? This panel looked at problems and solutions unique to big companies or running big sites.
• Branding Tactics for Search at Search Engine Strategies in New York (March, 2005): Can search be used for branding purposes? Marketers are increasingly turning to search to raise their brand image.
• In-house Search Engine Optimization at Search Engine Strategies in Toronto (May, 2004), in New York (March, 2004), and Chicago (December, 2003): An ongoing series of speaking engagements using ibm.com as a case study that other corporations can emulate in driving traffic and revenue from Google and other search portals.
• Search and e-Commerce at Search Leaders Summit conference in New York (March, 2004): Speech to 100 of the world's top search leaders, showing how IBM vastly improved its commerce experience using innovative search technology. The Product Finder application was used as an example for how search can be employed with an innovative user interface where visitors never even know they are searching.
• Developing a Paid Search Budget at Search Engine Strategies in New York (March 2004): How IBM goes about using paid search techniques (bids to present search results for certain search terms) to augment its natural search results.