The creation of the Internet is arguably the most significant event in the history of mankind. Admittedly, there have been other momentous events from history which have been deemed the greatest, especially in the period of time directly after their invention. As an example, the Romans have been acclaimed for centuries for their inventiveness in road-building, sanitation and many other life-changing inventions, the benefits of which have endured to the present day and will continue to do so for generations.

These inventions and many others such as the wheel, electricity and communication technology to name just a few, have obviously aided the development of the commercial sector over the centuries. Despite this, the majority of people will maintain that the internet has had more effect in decades as other inventions have had in centuries. In thepast the advantage gained from the advent of straight, well-constructed roads created wider markets for the small industries which made up the first 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 gradually from those early days until the arrival of commercial television. Immediate access to an increasing captive audience transformed the world of advertising which became the most utilised marketing tool by far. Indeed, in the early days of television the major US manufacturers of consumer goods, such as Procter & Gamble the global market leader in soap powders, produced whole programmes and gave rise to the phrase “soap opera”. However, the costs associated with making the soap operas ultimately became too great and advertisers reverted to buying advertising slots during and between programmes. In the ’60s and 1970s the increasing size of television audiences caused a corresponding increase in the cost of advertising time, especially during the most popular programmes. It is reported that a mere 30-second slot during the American Football Superbowl game can cost around $3million.

The creation of the internet and the speed with which it produced new modes of communication and interaction has changed the way that businesses, both large and small, offer and sell their products to their customers. Online shopping has boomed 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 requirement to be ahead of the competition and this is very true in the area of Online Marketing. When potential customers start their online search for a particular company’s products, that company wants to make sure that its website is going to be offered for viewing. The search engines are constantly assessing every website and they determine the position of each website on the search results pages. While an optimum position on the first results page can be bought, it is very expensive. A good value alternative is to use a Search Engine Optimization Company which uses ethical methods of promotion to achieve a better Search Engine Placementfor their clients’ websites. An ethical, professional Search Engine Optimization Company might suggest changes to the content, text or coding of their client’s website but will also carry out supporting internet activity which will progressively 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 Website Optimization 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.