Google's Social Search function has been rolled out to allow users to receive results from their friends and family on social media networks and blogs.

The move, which aims to capitalise on the popularity of social networking on the web, is likely to have significance for search marketers and search engine optimisation (SEO) specialists in particular.

Tim Gibbon, co-founder and editor at Social Media Portal, said that while there is a great number of microblogging and social networks, the playing field is beginning to level out with some established leaders emerging.

"Given that the publishers of socially charged services now appreciate the benefits of collaboration, it's within their interests to open up their services to others," he commented.