Social media can be used to improve the performance of search engine marketing, an expert has advised.

Jake Hird, senior research analyst at E-consultancy, explained that marketers who have a social media presence are more likely to be visible in a search result because of the authority of the site, the link building and the sort of presence that they have.

He extended the example to blogs, which help to improve a company’s natural search visibility and helps to capture sales leads.

Mr Hird went on to explain: “Facebook [has] got the infamous paid search ads down the side and some of those are text-based and some of those are image-based. The text ones are paid search, so there’s definitely a very strong connection between the two.”

A recent report from the Search Engine Marketing Professional Organisation found that the rise of social media marketing budgets will represent the biggest opportunity for search marketers this year.