USA Today reports that many industry insiders consider Danny Sullivan’s Search Engine Watch web site “required reading.” From a remote village in London, Mr. Sullivan spends hours upon hours trying to decipher the mysteries of internet search. The self described “world-renowned search authority” attracts the industry’s biggest players both through his website and his successful conferences. His conferences attract representatives from Yahoo, Google and command ticket prices of around $2,000. Former attendees have gone on to become vice presidents of search for firms such as Coca-Cola. Sullivan got his start by helping a friend figure out how to improve his web page ranking. Subsequently he posted his findings on his web site, and things have exploded to the level they are at today…