The positioning is the best and most effective form of advertisement in the Internet. If we want that our website had any sense, it has to be well advertised. If the procedure of positioning is not implemented after its creation, nobody will be able to find the website and its functioning will be pointless.

Everyday , only in Google the users make over 350 billions of queries, searching for Information among 20 billions of indexed documents. Search engines enable the Consumer to directly communicate their needs. The user needs an individualized transfer. Traditional advertisement consists in sending the content to potential Client ( receiver). The search engines act in the other direction. The receiver become the senders, informing what they are searching for. The difference is huge - the initiative and first step start from the receiver. The above mentioned way of searching is becoming something normal in the Internet. Many people associate the Internet with an open browser with search engine.

The positioning is a technique which allows almost for any change of position for any key words / phrases in the search results ( google.pl, msn.com, wp.pl). To make it simpler - the positioning is making such modifications to the website so that it is visible in search results after inserting some words or phrases into the search engine. For instance, on a website which deals with selling DVD movies the most important key word is DVD movies.