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Search Engine Marketing. These all show an extremely high click-to-customer conversion rate because of the level of targeting that has been applied. These four techniques are:

1.Optimization which focuses on building rich content around keyword themes so that the search engine can see and rate the site as being relevant to the types of keyword themes to promote.

2.Paid inclusion which operates with search directories like Yahoowho. Here a directory hierarchy or engines guarantee regular site visits from their "Web crawlers" and "robots".
3.Direct or trusted feed this is for large e-commerce sites with sophisticated designs which are database driven and use enormous URLs with strange characters or sites that use "frames" in the design.
4.Pay-per-click engines such as E-spotting, Overture, and Google's Adwords product are arguably the most successful and fastest-growing commercial media product available on the Internet.

Around 2001, the Google search engine rose to prominence. Its success was based in part on the concept of link popularity and PageRank. The number of other websites and web pages that link to a given page is taken into consideration with PageRank, where good or desirable pages are linked to more than others. The PageRank of linking pages and the number of links on these pages contribute to the PageRank of the linked page. This makes it possible for Google to order its results by how many websites link to each found page. Google's interface is very popular with users.

The most recent major search engine is MSN Search (today called Live Search), owned by Microsoft, which previously relied on others for its search engine listings. In 2004 it started a beta version of its own results, powered by its own web crawler (called msnbot). In early 2005 it started showing its own results live. This was barely noticed by average users unaware of where results come from, but was a huge development for many webmasters, who seek inclusion in the major search engines. At the same time, Microsoft ceased using results from Inktomi, now owned by Yahoo. In 2006, Microsoft migrated to a new search platform - Live Search, retiring the "MSN Search" name in the process.

A recent development to search engine technology is the addition of geocoding and geoparsing to the processing of the ingested documents being indexed, to enable searching within a specified locality (or region). Geoparsing attempts to match any found references to locations and places to a street address,

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