“62% of search engine users click on results appearing on the first results page and 90% click on results from the first three pages” (Melage, 2007).  84 percent of all searches conducted online are completed with Google, Yahoo, or MSN (Melage, 2007, p. 69).  According to Melage, most people conduct simple one word searches by using a keyword like car. This would return results for automobiles. The Search Engine Marketing Professional Organization (SEMPO) predicts business to spend $25.2 billion on search engine marketing (SEM) by 2011 (DeBevois & Mummert, 2008, p. 26). According to DeBevois, this prediction is based off the 2007 banner year in which the North American SEM industry grew more than 20 percent and hit $12.2 billion in spending (DeBevois et al., 2008, p. 26).