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Now that online marketing and a strong web presence are such an important part of businesses' overall marketing strategies and success, it is essential the basics are understood first. What do companies need to know?

Marty Weintraub of aimClear, writing for Search Engine Watch, suggests that the fundamental principles of marketing are not just the same on and offline, but that they have not changed throughout history.

He suggests that the queries users type into search engines are the same queries they have always had – they just have a different and more specific tool to ask them. Therefore, businesses now have a more targeted method of getting to their audience.

Suggesting that search engines make marketing more simple, he comments: "What makes search marketing especially powerful is our ability to theorise the intent of "users" (people targeted)[...] It's often possible to determine with some confidence what they're actually looking for."

Recently, Robin Neifield of NetPlus Marketing, writing for ClickZ, said that search engine optimisation should be one of the top priorities of any business.