A combination of appearing top in both organic and paid search can lead to a rise in consumer recognition of a brand, it has been found.

A study by Enquiro Research found that web users were 220 per cent more likely remember a product or trade name with high organic and paid search ranking compared to a side advert with none, reports BrandWeek.

Word buys were found to be especially important, with a 16 per cent increase in brand association when used.

Director of marketing at the firm Andrew Spoeth said: "We did not know just how much it can hurt a brand to be left out of a search if it does not buy the right words."

Dave Gedeon, president of Premier Placement Media, told the new provider that many firms only use one of the marketing tactics but "there is a drop in consideration if you don’t participate in both".

The Internet Advertising Bureau previously claimed it is essential that companies seek professional help with search engine optimisation.