With research suggesting that around 90% of all e-commerce purchases coming as a result of a search engine enquiry, the potential selling power that having a significant presence on the main search engines can confer is slowly beginning to dawn on those responsible for marketing and selling everything from Alphabet soup to Zebra floor mats.

Search Engine Marketers have in recent times set up their tents in one of two different camps.

One would have clients believe that the only value to be gained from search engine marketing is the long term value that organic search engine listings can achieve.

The camp on the opposite side of the river would have their clients sold on the belief that Pay Per Click advertising (PPC) from companies such as Google, Overture and Miva offered the swiftest returns on investment and the quickest routes into the lands of honey and gold.

The reality of the situation is that a truly successful Search Engine Marketing campaign lies somewhere in-between.

The advent of the fabled Google