Making best use of pay-per-click (PPC) and organic search techniques is 'vital' for companies wishing to increase their online revenue, two internet experts have claimed.

According to search engine marketing specialist Jennifer Slegg, the launch of Panama and adCenter, the new online advertising systems by Yahoo! and Microsoft, could give advertisers a "boost" in terms of making a return on investment (ROI).

Meanwhile, search engine optimisation consultant David Naylor said: "In today's industry, you need to know both the organic and the pay-per-click side of the business."

He also claimed "there is a definite desire by marketers to get ahead in the pay-per-click space."

Mr Naylor's and Ms Slegg's comments come ahead of the Seodays conference in which representatives from Yahoo!'s Search Marketing and Microsoft adCenter will introduce the new platforms to British marketers.

A study by SearchIgnite and RBC Capital Markets revealed that 500 of America's largest companies had seen their click-through rates rise to 4.4 per cent after taking up Panama, reports MediaPost Publications.