With the internet boom, a new specialty in the advertising industry has risen as a consequence. Search engine optimization is a relatively new type of marketing tool that is high in demand in today's internet age. The basic concept of search engine marketing is to boost the ranking of websites on various search engines. This is done to avoid the advertising costs that are associated with direct marketing on search engine listings. A search engine marketing professional needs to be well versed in various web related specialties including web design, social networking, and internet architecture. Strong programming skills are also helpful when trying to figure out the algorithms and patterns that search engines use to determine the rankings of web sites on their listings. A knowledge in tradi