With the manifestation of the internet in the business world has been changing desperately day by day and through it has come an innovative new dimension for marketing and sales. With the cyber industry explosion on the shoulders of the Internet and its subsequent downfall, the industry has learned that Internet marketing do require well established and defined strategies. When looked into as the part of the integrated cross media campaign, Internet will be considered to be the traffic generator and thus the Internet Marketing service need the consistency and synergy in terms of products and services messages to be strong.

Online Marketing has been dealing with lots of accompaniments to drive the targeted traffic to the promoting website(s). Some of the internet marketing strategies that are under limelight are- Search Engine Optimization Email marketing, online manifesto, and other promotion based ads (including banners, buttons, popup and pop under).

With research indicating that 66% of the U.S. population has access to the Internet, and between 50-80 % of web site traffic originates from search engines, search engine listings are proving to be far more effective than banner ads, word of mouth, print or other media in generating traffic to web sites.

Search engines refer users looking for a specific product, service or information. These users are six times more likely to purchase than someone who surfed in from a banner ad, and top search engine rankings are more effective for brand recall than banner ads. However, merely registering a web site with the major search engines is not enough, since sites that are listed in the lower end of the search results are unlikely to get any traffic.   Similarly, sites may lose in the search engine game if the key words used to describe the site are not strategically determined. Top positions for popular search terms can be lucrative and these web sites are likely to have undergone search engine optimization, usually with a search engine optimization firm that specializes in such strategies. 

Preparing a site for registration involves researching the key words, then incorporating them into the HTML and page text (meta tags).  Links are created to relevant external pages and inbound links are refined to boost a site's link popularity.  The sites are then registered with major search engines and online directory submission services. There are three ways to do this: free registration, paid inclusion, and pay-per-click (PPC).

While registration is free with big sites such as Google and the Open Directory, it can take weeks or months to show up in search results.  Other large search engines such as 'look smart' are paid inclusion, but guarantee listings in 48 hours.  Sites like Yahoo! and AltaVista offer free listings, but by paying them a fee - as paid inclusion - the months of waiting for results can shrink dramatically.

The sponsored or premium listings seen in search results are usually PPC listings where the advertiser bids an amount he or she is willing to pay for a click.  Many search engines are adopting versions of this concept and as the pay-per-click and paid inclusion models evolve within the industry, expect to see more variations.

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