Some critics suggest that real-time search values quantity over quality but using it in tandem with pay per click and search engine optimisation can still yield positive results, it has been claimed.

Writing on Search Engine Watch, Kevin Gibbons said that real-time content is undoubtedly on the increase in search results, with Google, Bing and Yahoo! all offering it in different forms.

For those involved in search engine marketing, the temptation could be to use pay per click (PPC) ads to bypass the real-time results taking over the top of Google pages, he added.

However, Mr Gibbons said that using a mixture of PPC marketing and natural optimisation remains "the best way to attract the maximum number of visitors".

Companies looking to use real-time results to their advantage should therefore continue with "organic" efforts like blogging, but should ensure they promote the content through Twitter and other social networks.

"If an online buzz is created around something you’ve written, then you’ll benefit from real-time search," he commented.

Google announced in February that it had added Facebook fan pages to real-time search results.

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