A few weeks back, I tackled the
buy vs. build argumentáfor search, with emphasis on the fact that building is not impossible. Sure, it's not for everyone, but I felt strongly that the myths surrounding in-house search needed to be dispelled. And while I thought that I had equally acknowledged the value that search engine marketing agenciesáadd, I quickly found myself being chased with pitchforks and scythes. Consider this mirror article a peace offering.