Where'd I get the name for my blog?

Well, it hit me as I was driving to work one day. As usual, I was listening to Bob & Tom, and they had Jim Gaffigan as a guest. Jim is a really funny comedian, and he was talking about his latest CD called "Beyond the Pale." In thinking about my work, which is 99% paid search, the play on words came to me. I'd been thinking about fiddling around with a blog for some time, and in doing so, I wanted to move beyond the confines of paid search - into things like SEO, analytics, developments, and other aspects of searching. I'm covering paid stuff here as well, but didn't want to limit myself to paid - thus, the blog goes "beyond the paid."