With the second boom of Internet, companies are more rational in application of Internet and improving their business. Internet search engine nowadays becomes the platform that guides user to search the information they want. Companies or individuals always wish that users could easily find their published information so that to accomplish business purposes, such as sales or promotions, etc. Thus, the website search engine rank position in some big search engines becomes the most important target for a website.

How does Internet user look for the information that they need? In today's Internet era, millions of web pages are publishing on the Internet. Searching by search engines is the most common method that helps people to find web pages that contain the content that people interest in. Then, the position of the website on search result list decides how easy it is for user to access this website. On the other word, if your competitors' websites and your website are publishing on Internet at the same time, whose website rank head in search engine results, which have more opportunity to be visit by Internet users and potential customers. Thus, making a search engine friendly website is being more and more respected in website building process and it is more important in E-marketing than before.

Building a website no longer includes those issues of webpage design and publishing. It becomes essential to have a search engine marketing strategy before publishing a website. While search engine acts as a channel which helps website holders to connect users and their websites. The closer your site was to the top of the listings, the more likely you were to receive a new visitor' (OneUpWeb, 2005). To companies, proper position would increase awareness for product. Obviously, this is the most important reason why marketers plan to execute SEM strategy. After studied on Information retrieval, Internet status and trend, Internet user behaviors, and search engines' specifications, we would find they exposit the benefits of SEM.