The launch of Google Social Search and the upcoming incorporation of Twitter into the technology giant’s programme – bringing in live tweets – will change the face of the search industry.

This is the opinion of Will Cooper, deputy news editor for New Media Age – a magazine featuring technology news – who observed that the move to integrate live and real time search into engines will mean greater emphasis on content.

Furthermore, online PR agencies will need to create work "that’s going to get people talking".

He added that keyword search engine optimisation is unlikely to become obsolete as "there will be plenty of other opportunities".

Mr Cooper further predicted that Google’s next step will be home hubs that introduce streaming in people’s living rooms.

His comments were supported by PR agency Punch Communications, which noted that social media deals by companies such as Google and Bing will significantly impact brands and their reputations – and the use of Twitter will rapidly affect corporate images.

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