Why do you have to go and make things so complicated?

"Why should I pay to appear in the Search Engines when I can get in the organic side for free" they used to ask me (not quite sure who "they" are but you know what I mean). Ahhh says I! Because SEO is complicated and difficult to understand, because sometimes despite your best efforts you just don't appear, because the search egnines are very secretive about how they rank your pages, because there are bots and spiders who visit your site and check for relevance and quality!!!

Whereas pay per click is...