A recent investigation by the Internet Advertising Bureau and PricewaterhouseCoopers has indicated that while overall outlay on advertising is reducing, how that expense is being used is altering.

Total advertising spending was down 16% in the first half of 09 compared with the corresponding period in 08. In itself the amount spent on TV advertising is down 16%. However during this phase the amount spent on Online Marketing has now increased to £1.752bn, overtaking that spent on television.

The home use of quicker, cheaper (and frequently free) broadband services is becoming more prevalent and this encourages the use of E-commerce and the need to advertise in that field. The Internet Advertising Bureau and PricewaterhouseCoopers report reports that the recession has accelerated this alteration in advertising spending.

Online advertising is a blanket term that covers a number of methods including direct e-mailing and classified adverts. Banner advertising is most likely the most ovious but needs careful use and placement. Someone browsing a website will regularly ignore banner advertising while concentrating on the content of a site. A more successful method of online marketing is a process known as search marketing. The normal online user will use a search engine to find particular goods and services, selecting a possible supplier from the search listings.

The best known search engine is probably still Google, but Yahoo is at the moment trying to remind the world of its existence with extensive advertising. Bing is another search tool that will become more important because of its association with Microsoft. With so many search engines out there, it makes sense to make the search for a business site more effective and this can be done using a process known as search engine optimisation.

A potential customer will usually make a selection from the first page of search listings. Search engine optimisation methods try to ensure that a business site has a good Search Engine Placement so that it is included on that first page and that the search result is appropriate to the customer’s needs.

A Search Engine Optimisation Company using these methods will include making adjustments to a business website so that keywords entered by a customer are liable to be found around the site. These need to be relevant as a misleading result could dissuade a potential customer. It may also involve the creation of supporting articles such as this, which publicise the business and its site. References from another website will assist in increasing visibility.

Correctly arranged optimisation will increase the profile and status of a business with the search engines and increase the chances of being listed on the first page of search results.

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