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The invention of the Internet is possibly the most important event in the history of our planet. Admittedly, there have been other major events from history which have been hailed as the greatest, especially in the period of time immediately after their invention. As an example, the Romans have been praised for centuries for their inventiveness in road-building, sanitation and various other life-changing inventions, the benefits of which have lasted to the present day and will continue to do so for generations.

These inventions and various others such as the wheel, electricity and communication technology to name merely a few, have obviously accelerated the development of the business sector over the centuries. Nevertheless, the majority of people will argue that the internet has had more effect in decades as other inventions have had in centuries. In years gone by the advantage gained from the introduction of straight, well-built roads created wider markets for the cottage industries which comprised the early business communities. Being able to deliver goods and services to wider catchment areas saw the beginning of what we know today as Marketing.

As with most business functions, marketing had been developing steadily from those early days until the launch of commercial television. Immediate access to an increasing captive audience revolutionised the world of advertising which became the most used marketing tool by far. Remarkably, in the early days of television the major US manufacturers of consumer goods, such as Procter & Gamble the global market leader in washing powders, produced entire programmes and created the phrase “soap opera”. However, the costs incurred in making the soap operas eventually became too large and advertisers reverted to buying advertising slots during and between programmes. Throughout the ’60s and 1970s the increasing size of TV audiences brought about a corresponding increase in the cost of advertising time, particularly during the most popular programmes. It is reported that a mere half-minute slot during the American Football Superbowl game can cost approximately $3million.

The arrival of the internet and the speed with which it produced new means of communication and interaction has altered the way that businesses, both large and small, offer and sell their products to their customers. Online shopping has surged in the twentyfirst century and is the result of Online Marketing. Websites have developed to the point where businesses can display thousands of products for sale, take orders and receive payments, all instantly.

In business there is always a necessity to be ahead of the competition and this is also true in the area of Online Marketing. When potential customers initiate their online search for a particular company’s products, that company wants to know that its website is going to be offered for viewing. The search engines are constantly assessing every website and they control the position of each website on the search results pages. While an optimum position on the first results page can be acquired, it is very expensive. A cost-effective alternative is to use a Website Optimization Company which uses ethical methods of promotion to achieve a higher Search Engine Placementfor their clients’ websites. An ethical, professional Website Optimization Company could suggest changes to the content, text or coding of their client’s website but will also carry out supporting internet activity which will gradually improve a website’s Search Engine Placement. While a fixed fee will be involved for some of the initial work on the website it is advisable to find a SEO Company which offers a payment structure which involves payment only when the website achieves a Search Engine Placement on the first results page. The process will probably be self-financing as the position on the first results page will attract many new potential customers – and additional orders.

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