Google has announced that it is to sell the search engine optimization (SEO) segment of its recently acquired marketing firm DoubleClick.

The search giant has declared its intentions to part with the Performics search marketing business, noting that it is clear it should not be conducting work in the search engine marketing sector over objectivity concerns.

Tom Phillips, director of the DoubleClick integration, said selling Performics is necessary if both it and Google are to retain the trust of their users.

"We believe this will allow us to maintain objectivity and the search marketing business to continue to grow and innovate and serve its customers," he added.

Google completed its acquisition of DoubleClick last month and claimed the move would enable it to deliver more relevant adverts to consumers.

It suggested that by increasing publisher and advertiser revenue, the internet will be filled with ever more rich and diverse content, ultimately benefiting users.