Marketing campaigns usually focus on making links to your company's site higher up search engine rankings. There are a number of different ways to do this such as pay per click advertising, strategic use of keywords and trading links. Each method has its positive and negative attributes, and campaigns often need a lot of trial and testing before they find the right balance between costs and benefits.

One of the best and easiest ways to improve you rankings is simply by having a useful site with relevant content, as search engines recognise this.