1. Why you need to know Search engine marketing in order to become successful onlineInternet has evolved as a strong media and market place and this is the only market place with no Geo-graphic boundaries and with maximum possible business possibilities. In order to start your online businessyou must have a web site first and to develop a good website you will require to have a good theme as well.There are many web design companies which can give you a nice quote for the same but having a very goodwebsite can not guarantee online business success. Reason behind so is very simple internet as suggested bythe name itself is like a net and if you are searching a particular thing over the internet, what is the mostpreferred way to search for a particular item or a website providing the same item.Search engines like google, yahoo and bing represents more than 90 percent of total web traffic and are mostpopular now a days. Only 10 percent of internet users have direct addresses of the websites and very fewwebsites like paypal.com, naukri.com and monster.com are popular among the folks. So search engines isthe key to get traffic to your site. Now if we understand a particular search process or the process by whichtraffic will come to your site it will go as follows.Suppose you are in to providing online air tickets and tour packages to your customers in Australia itself.What can be different keywords your prospective customers will type in the search box of google in order toget the same " online air tickets" , " Cheap air tickets" and many others. When a user types these particularkeyword in google then google gives the user a list of thousands of site providing similar services. In orderto gain the maximum traffic your site must rank in the top 10 search results displayed by the Google itself.Here one question that you may be pondering is how it is possible.Search engine marketing is the process to improve over the website traffic via search engines and Searchengine marketing also aims to provide you increased brand recognition and value by creating awareness inthe online search market. Search engine marketing is often referred as SEM and is a set of approaches andstrategies any website must follow in order to rank high with search engines so that maximum traffic to thesites can be drawn.Search engine marketing can further be divided into many sub parts like search engine optimisation andSocial Media Marketing. Search engine optimisation mainly focuses on the increased rankings over aparticular or a set of search engines. Different approaches of DBMS and Googles recommendations can beconsidered to be the foundation on SEO (Search engine optimisation). Search engine optimisation canfurther be divided into two parts namely on page and off page SEO.Social Media optimisation is another big thing today and it involves promotion of a particular website tointernet communities or groups. For example FaceBook, Twitter and Linkdin are few popular networkingsites and thousands of people are always online on these sites. Different blogs and forums can also beconsidered to be the places where a substantial group of people interacts. Social Media Optimisation aims topromote a particular website on these networks and it increases brand recognition and brand value.