Internet marketing has become increasingly more complex with the commercial value of social media, but while many bang on about Twitter and Facebook the two towers of search engine marketing are standing firm.

PPC - Pay Per Click online marketing is where a company or individual bids on a keyword to come up as a sponsored listing within a search engine.

SEO - Search Engine Optimisation is the on page and off page changes which help your site rank naturally in search engine results.

With online competition growing by the day, you need high profile search visibility. By appearing in the search results for both natural listings and paid listings you double your chances of getting a click. You also eliminate the possibility of having one of your competitors sitting on the same page.

Pay Per Click Management is a quick fix which can get you where you want to be in a short space of time. However, if not managed properly it can be like playing online poker - your not sure where your money is going.

Search Engine Optimisation needs careful planning around realistic targets and is usually an ongoing task to climb the natural rankings.

Which is better?

It can depend on the product, PPC gives you 100% control while the right natural search listing can be gold dust.

A blend of SEO and PPC with a sprinkle of social media leaves no stone unturned.