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Professional search engine marketing refers to different online strategies and adapt them to a particular business in order to achieve results to maximize internet returns. A search engine marketing strategy need to take in consideration the fact that independently of the methods and tools used to reach potential clients, it must have the customer interests as the main objective.

Search engines (organic), Directories (positioning) and Pay per Click (sponsored) among others are different online strategies offering unique benefits to businesses; each one offers different benefits and can be use separately or mixed depending your company objectives and advertising budget. Search Engine Marketing is consider to be the # 2 strategy (61.7%) among marketeers.

One must take a close look to each business features and budget to determine which search engine marketing strategy will be more convenient. In developing your strategy, you should look at what methods are most likely to generate the best business given your budget in terms of money, time and resources. Not all strategies will give the same quality of visitors in all situations.
When choosing a search engine marketing strategy, it is suggested for web site owners and marketers to use a different approach by understanding the relation "business to clients (B2C)" and "business to business (B2B)" that may play a difference; this relation must be based on a search engine marketing strategy that is "benefit driven" rather than "product/service driven".

We will explore some basic search engine marketing principles and strategies that when well implemented can help businesses reach different levels of success. The information we are about to share with you is the result of putting together different experiences within the SEO industry as well as general information readily found all over the net, compilations from other search engine "gurus" and professionals, marketeers and web technicians.

A Search Engine is a tool or device used to find relevant information. Search engines consist of: a spider, an index and relevancy algorithms; search results is a product of specialized software that browse and read web pages on the web.

Also referred as "spider or robots", these programs scan each web page of a site going through its text and links pointing in and out the site, relating content relevance. Use of popular keywords, word density, incoming relevant links, head title, descriptions, and meta-tags play an important role in the overall "grade" each search engine gives a web site affecting its search engine ranking or result position. Search engine results are known as organic results.

Every search engine use different algorithms parameters depending on how they like to determine the relevance of each site. All this process is done by "machines" automatically and subjective use of color, pictures or motion are not consider. Search engine optimization is by far the most cost-effective search engine marketing strategy because it is "free" (if SEO is out sourced, the cost investment compared to other internet marketing strategies is a fraction of the return potential over the years); when well implemented, your company may be displayed among the "best of the crop" and being searched by a specific target group (niche) of qualify users looking for your products or services.
Search engine optimization takes longer to implement but you will benefit from long-term positioning.


Search Engines Market
As of February 2008, Google is the mayor search engine player in the market; It has a market share of 59.20% of all searches, Yahoo has a 21.60%, MSN a 9.80%, AOL a 4.90% and ASK 4.50%; This market share distribution coming from the main search engines show how important is to rank well among search engines. Organic results apart of being cost effective may drive substantial amount of traffic to an owner's web site.

Google being the biggest among search engines requires certain considerations when optimizing a page and one should be aware of the following:

• If the exact same key phrase is obviously targeted (i.e. in most of your inbound links, internal links, at the start of your page title, at the beginning of your first page header, etc...) then Google may filter the document out of the search results for that phrase.

• If too many of your signals are focused on just one word or phrase and you lack the supporting vocabulary in your document you may get filtered out of the search results for your primary keyword targets.

• The use of a "density analyzer" may help to minimize over usage of keywords and key phrases; SEO professionals suggest an average of 3% to 7% keyword density for relevant phrases; however, recent changes in Google's algorithm may challenge this belief. Conversely, if the keyword density is too high (above 10%), it may appear to be artificially "stuffed," and may be penalized as spam by the search engine.

• You need to write naturally and make your copy look more like a news article than a deliberate heavily SEO optimized page if you want to rank well in Google.

• Sometimes using less occurrences of the key phrase you want to rank for will be better than using more.

• You also want to sprinkle modifiers (noun or adjective that restrict or adds sense) and semantically related text in your pages that you want to rank well in Google.

Other search engines may have similar algorithms, but if they do, those algorithms are not as sophisticated or aggressively deployed as those used by Google. Nevertheless you may apply these principles when optimizing your web site.

Please refer to the search engine optimization for more specific information about this basic and essential search engine marketing Strategy.