No silver bullet to topping Google

He added: 'When someone types in the keyword phrase and finds you in the top 10-30 results you have done your work.'

It means the foundation of any marketing campaign that is going to use search should be organic. 'That's where you can really shine because these are the true results of the search engine,' said Horvath.

Organic search, though, takes time and effort to build and around 60% of internet users don't know the difference between organic and paid-for search.

A faster way to success is the pay per click (PPC) model - or paid-for search. The advantage with PPC is that the company is in control, unlike with the organic model, because the organisation chooses the start and end date, as well as what is spent. It works best, he said, when a company offers a perceived value.

'With PPC you know exactly what's going to happen. The downside is it costs money.'