Marketing on the Internet has been quite a significant, mainstream topic for nearly every business, and it constantly changes over time.

Banner advertising, pay-per-click ads, email newsletters, direct marketing via email, affiliate marketing, electronic press releases - any of these could be important in your online marketing mix, depending upon the specifics of your business and resources.

However, every company should be pursuing one online marketing method. It surprises me to find that even many software and tech companies are not. I'm talking about search engine optimization (SEO).

SEO means modifying your website's content and communications to ensure that the search engines find it when someone uses Google or another search engine to find information related to your business. This doesn't just happen automatically.