Positioning in searchers is the use of techniques and strategies, which lead to positioning among the first result options by keyword search. (SNS. definition)
The positioning in search engines can be divided in 2 big families: the organic positioning or natural (SEO- Search Engine Optimization ) and the positioning by payment or sponsored links (SEM- Search Engine Marketing.) both of them are promotional, advertising and marketing pretty economic and effective tools, which make them highly profitable tools.
Less and less the use of classic advertising tools, as a slowdown of publication in Yellow pages, besides the high cost and low advertising demand (both of them do not initially divide the user being searched).

Positioning utility:

For the companies, the positioning now is vital and it is presumed that the progressive investment increase on the ways of searching annually increase up until this digital ways get about the 20 percent of the companies budget for advertising in one year.

Tabla de gastos en motores de búsqueda

fuente: AMI. Asociación de Medios de internet