The Internet offers a cost effective measurable channel on which to promote your business that for the first time gives accountability to your advertising spend. When Google holds 90% of the search engine market share in the Australian market; total advertising revenue in digital media soaring by 42% to $1.44 billion (BRW, Digital Generation, February 28-April 2, 2008) and with an increasing percentage of Australians using the search engines to research their future purchase decisions, one wonders how businesses can still question the validity of search engine optimisation.