Businesses are optimistic about 2012 sales, and their plans for web marketing, including search engine optimization, are among the reasons.

A report from Valpak and the Cox Media Group found that businesses are optimistic about 2012, and improved internet marketing is the cause. According to the study, companies believe that the web provides the best opportunities to boost sales, with search engine optimization coming out on top.

It seems as though companies will use multi-channel campaigns to reach prospects on several different digital fronts.

Sixty-seven percent report that they will center their efforts around SEO, ensuring that their website content is developed with keywords and the behavior of their target audience. According to Valpak and Cox, the amount of businesses using SEO as part of their web marketing operations represents 7 percent growth from last year.

Social media marketing will be a major component of campaigns for 57 percent of businesses, which also 7 percent gains over 2011. Email marketing and other direct response campaigns are increasingly popular as well, with 54 percent saying they’ll use them this year.

One method businesses can use to boost web presence is integrating trending topics into their marketing material. Brafton recently reported that next Sunday’s Super Bowl is a hot topic across the web, and businesses can create content discussing the event to boost visibility.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.