Internet marketing is a bit different from traditional marketing in regard to determining how to best reach a specific target market.

While selecting marketing mediums that appeal to a specific target audience are one of the greatest aspects of targeted marketing in traditional business, with internet marketing the method of delivery of marketing messages isn`t so much of a concern because most likely, advertising and marketing materials will be delivered via the internet either through the search engines, placing advertisements on websites or in ezines or directories, or through email marketing.

Selecting the appropriate method of delivery uses some standard marketing concepts; however, for targeted internet marketing, the appropriate use of keywords and keyword phrases in marketing copy can be important.

One of the most effective methods of targeted internet marketing is marketing through the search engines. The reason for this is that the majority of internet users who search for information, products or services via the internet use the search engines to find the information they are seeking.

To use the search engines, they type keywords or keyword phrases into the search bar of their internet browser and the search engine they are using delivers results based on the keywords or keyword phrases that they use.

Thus, in order for a website to be listed in the search engine results, it is essential that the website contains marketing copy that effectively uses the keywords or keyword phrases that are popular among individuals in the target market that the internet business is marketing to.

Search engine optimization is the key to getting listed in the search engines without having to pay for the listing.

Copywriting is one important factor of search engine optimization because the copy that is contained within the website contributes to the ability of the search engine crawlers to determine the relevance of the website to the search terms used by internet users who are searching for information.

Other tactics that are used in search engine optimization include the strategic use of the keywords and keyword phrases in the website`s HTML coding, and establishment of link popularity and link relevance for the website.

Another way to get a website listed in the search engines in order to generate website traffic through targeted internet marketing is to use pay-per-click search engine advertising programs such as Google AdWords and Yahoo! Search Marketing (previously known as Overture).

The pay-per-click or cost-per-click programs also rely on keywords and keyword phrases to provide relative search results to a targeted market.

The differences between getting your website listed in the search engines through search engine optimization and getting a listing through pay-per-click advertising is that when you use search engine optimization to improve your search engine rank, there are no advertising fees associated with the targeted traffic you attract to your website.

When using pay-per-click advertising for the purpose of getting your website listed in the search engines, you actually bid on particular keywords or keyword phrases. Your website is ranked in the search engines primarily based on the amount of your bid for the keyword, although Google does use other considerations as well when determining rank.

When an internet user clicks on your pay-per-click ad in the search engine results and is directed to your website, you are charged for the click-through based on the amount you bid for the keyword or keyword phrase.

Whether you attract traffic to your website naturally through the search engines, or through pay-per-click advertising, a well designed search engine marketing campaign will complement your targeted internet marketing efforts.