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As any entrepreneur knows, it takes more than a good product or service to have a successful business. You'll find that website marketing, much like marketing in the physical world, is one of the most important parts of making sure that your business gets the notice it needs to survive and thrive. While there are many different ways to approach website marketing, search engine optimisation and pay per click advertising are two of the most widespread and popular ways to make sure that new and interested people are being drawn to your website.

Search engine optimisation, also known as SEO marketing, takes advantage of one of the main institutions of the internet, the search engine. Essentially, more than half of all sales on the internet are preceded by the use of a search engine, and with an overwhelming amount of internet traffic running through Google, the top search engine, you'll find that this is a form of advertising that you should not pass up. Search engine optimization also takes advantage of the fact that people who are using sites like Google or Yahoo are in a conscious search for something. Many people ignore or become annoyed with information that is presented when they are not ready for it, and search engine optimization avoids this.

With search engine optimisation, you work using tools like keyword density, context and link building to ensure that your site winds up at the top of the search list. Because most people doing searches will never go beyond the first page, or even the first few searches, it is in your best interest to make sure that you rank as high as possible when keywords relating to your business are searched for. There are many techniques that you can use, but it is important to remember that search engines in general and Google in particular are getting more sophisticated every day. More and more, they are searching for content and context, so make sure that your site is well put together and relevant.

Pay per Click advertising, also known as PPC, is another technique that many people who are interested in website marketing take advantage of. When links to your service show up when people are looking at related topics, there is a good chance that they will click the link to find your site. While there are many different programs that offer this feature (Facebook and Livejournal are two advertisers that offer this) you'll find again that Google is once again one of the best vendors for this service. Through the use of their Google AdWords program, you will pick what words you feel are most pertinent to your business and when people search for those words, they will see your add on the sidebar. As with all pay per click opportunities, you will find that you only pay when people click your ad and go to your site, but remember that to make this technique truly effective, you'll need to be aware of what your audience will search for and choose good keywords.

Website marketing is a varied field that changes almost every day, reflecting the nature of the internet. Search engine optimisation and pay per click advertising are two forms of website marketing that have stuck around for quite a while, so make sure that you investigate these important opportunities for your business!