The Search Insider gets inundated with reader mail, and while every writer receives a timely response, some letters deserve a public response as well. Today you're witnessing Search Insider history as we dig into the mailbag.

The news piece was buried on page 36 of the business section in a major Canadian daily newspaper.

Enough with articles on the 'search bubble.' Bubbles burst. Search engine marketing can best be viewed as a vineyard that's just now starting to bear fruit, with the best wine vintages yet to come.

Search has always been a dynamic "keep up or die" industry, and it's about to take another jump that will change the industry forever.

As personalization becomes a driving force of search engine innovation, it's worthwhile to pause and consider how well personalization works in other technologies. To narrow the focus, we'll specifically look at how this all applies to Amazon.com subsidiary A9.com, one of the newest search engines.

Search engines are knocking on the door of the future. The 800-pound gorillas of search and brash new upstarts like Blinkx and Gurunet are working to find a way to make search more intuitive, ubiquitous, and intelligent.

While thousands of interactive professionals attended Interactive Advertising World last week, over 600 others spent a couple of days with Forrester Research's Consumer Forum, and it's worth sharing a few highlights.

Search marketing is still in its "wet cement stage." As it gets more mature, the amount of data to manipulate to actually make sense of a search campaign for marketers will grow exponentially.

With all the coverage about possible keyword inventory shortages in paid search, one question seldom asked is, "If there's overcrowding, and your company still finds value in paid search, how are you going to stand out?"

While the elephants dance, there's sometimes an opportunity for a mouse to change the world. And that may be just what's happening in the world of search.