Successful search engine positioning and domain name selection can be critical for many businesses in their quests for new online customers. A growing number of advertisers are paying for inclusion and placement services to guarantee that their sites' URLs appear among the top results provided to potential customers by search engines. they are also paying for placement of advertising messages in those pages and on other sites, such as content sites and local information sites. the most important theme in the chapter is that companies must integrate the Web marketing tools they use into a cohesive and customer-sensitive overall marketing strategy.