Spun Digital - Finding customers online

The search engine optimisation (SEO) sector will change following the launch of Google Social Search, according to industry experts.

Further, the forthcoming integration of live tweets from microblogging site Twitter into Google will force companies to "take social media into account" and interact more with consumers, says PR firm Punch Communications.

Will Cooper, deputy news editor of New Media Age, believes the upgrade of search engines Google and Bing will change SEO: "I do think the emphasis will be placed back onto new and more exciting content, I think that will become more important."

He explains that while keyword optimisation is not going to disappear, the rules change with social networks, as optimising them is trickier.

"Something like Twitter for example is all about links. I think it puts more emphasis on the content and for sites to create content that's going to get people talking."

A recent survey by Econsultancy and Guava showed 48 per cent of users have reported an increase in their return on investment from SEO in the past year, with only six per cent reporting a decline.