In this video we discuss the booming online marketing business. The focus lies on the subject of search engine optimization and search engine marketing. A short outline of the current search engine landscape frames the different actors and the different possibilities companies have in choosing how to brand and market their products. We deal with the history of online search and the difficulties and possibilities that have risen from the tough competition of indexing all content as efficiently and profitable as possible. Here a clear winner can be pointed out: Google. The market leader has all the necessary tools to help a company set up his search engine marketing. However, search engine optimization, or the manipulation of the organic search results, is becoming more and more popular. We discuss the differences between marketing and optimization and ask a specialist what his views are. A final remark is made about how theory and practice compare.