Deval Patrick and Kerry Healey are not only spending money on campaign websites, they've apparently invested in Google ranking as well. Not trusting the normal Google algorithms, the front-runners have insured that they'll top the list by buying placement. Also interesting is that the sites comes up in the "Sponsored Links" section on the right even when you search for the opposition candidate.

Grace Ross and Christy Mihos saved their money and still come up on top in a general search.

Another way to market a campaign on the web is through Wikipedia pages. All the candidates (Heally, Patrick, Mihos, Ross) have them and through anonymous editing, they can make for interesting battlegrounds.