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This collection of search engine speeches examines the process and strategies involved. The speeches also share various statistics and different theories and explain how brands can benefit from the information gathered through search engine activity.

The keynote by Jimmy Wales -- the co-founder of Wikipedia -- discusses the marriage between search engines and online advertising. He explains how business models should be created to align with search engine activity. The business model used by Google is a perfect example of how advertisements can be non-obtrusive and actually increase traction with the search engine.

Bill Tancer's speech reviews how businesses can benefit from the statistics curated from online search engines. The author states that a lot can be learned about particular consumers purely based on what it is they are searching online.