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The most recent study by the Internet Advertising Bureau and PricewaterhouseCoopers has shown that while overall spending on advertising is falling, how that spending is being used has changed. Total advertising spending was down 16% in the first half of 2009 in comparison with the corresponding period in 2008. By itself the amount spent on TV advertising is down 16%. However during this period the amount spent on online advertising has now grown to £1.752bn, overtaking that spent on television.

The home use of faster, cheaper (and often free) broadband services is becoming more widespread and this promotes the use of E-commerce and the need to advertise in that field. The Internet Advertising Bureau and PricewaterhouseCoopers study comments that the recession has accelerated this redirection of promotional spending.

Online advertising is a blanket term that covers a number of methods including direct e-mailing and classified adverts. Banner advertising is probably the most visible but needs careful use and location. Someone browsing a website will often overlook banner advertising while concentrating on the content of a site.
A more effective process of online advertising is an approach known as search marketing. The typical online user will use a search engine to find specific goods and services, selecting a possible supplier from the search results.

The best known search engine is probably still Google, but Yahoo has been trying to remind the world of its existence with widespread advertising. Bing is another search tool that will become more significant because of its association with Microsoft and a major television advertising campaign. There are reports that searchers are using Google to find out about Bing. Figures from analysts in America indicate that in a typical month, three times as many searchers use Google as try Yahoo, and searches using Microsoft services are half of those through Yahoo.

With so many search engines available, it makes sense to make the search for a company’s site more effective and this can be done using a process known as search engine optimisation.
Improving the search engine positioning is essential. A client will probably make a choice from the first page of search results. search engine optimisation methods try to ensure that a company site appears on that first page and that the search result is appropriate to the customer’s needs.
search optimization methods include making adjustments to a company’s website so that search terms and keywords entered by a client are likely to be found around the website. These need to be relevant as a misleading result could dissuade a prospective client. It may also involve the compsition of supporting documents that help to promote the enterprise and its site.

assist in increasing visibility. As with the correct use of keywords, these references should come from trustworthy websites and be meaningful. A reference from an irrelevant location can harm the reputation of the website.

Some parts of the process of search optimization can be performed very quickly and soon have an impact. However, some steps to enhance that search engine positioning make take some time. It may be sensible to use a search engine optimisation company that can take the time to enhance the placement.

Properly arranged search optimization will enhance the profile and reputation of a company with the search engines and enhance the chances of a search engine positioning on the first page of search results.

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