Companies are more likely to increase website traffic by integrating their natural and paid search campaigns, a new study reveals.

Writing on Search Engine Watch, Greg Jarboe points to a study by iCrossing which suggests combining these two areas of online marketing "leads to improved online performance" compared to using them separately.

The research indicated that a 91.8 per cent rise in website clicks occured when natural and paid search were combined, in comparison to a singular paid search campaign.

Meanwhile, website traffic was reported to have increased by 40.69 per cent, a statistic which could be beneficial to advertisers wishing to drive numbers of online visitors.

Mr Jarboe concluded: "These results strongly support the theory that a positive synergy exists between natural and paid search."

Earlier this year, JupiterResearch reported that companies should consider investing in paid search marketing to attract affluent consumers.