There are two key areas to search marketing. Firstly, Search Engine Management (SEM) which uses advertisements featuring key words to drive traffic. Secondly, is Search Engine Optimisation (SEO) that involves building features into a website that will make it appear closer to the top of ‘natural’ search listings. Despite the considerable benefits that search marketing delivers, nearly 60% of the UK’s SME’s that have websites do not promote them online. In reality it is likely to having a shop tucked away in a back street with no signposts.  It has been estimated that UK business wastes about £3bn on websites that are either inaccessible or invisible to customers looking for products and services online.

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