Twitter and Google have recently reached a deal to make Tweets easier to find online. The tech giants' deal will give Google access to Twitter's data stream (known as the Twitter "firehose"), making tweets available for indexing by Google immediately after they're posted. It's being reported that this new deal will take effect within the next few months. This means that your Tweets are about to matter more than ever before.
Before diving into the implications this has for your Twitter presence, it's interesting to look at how these two are teaming up in light of recent events. Google and Twitter used to be more closely aligned, having a similar deal which ended in 2011. Not long after, Google's own social media platform Google+ launched. Google+ was created to be an incredibly SEO-friendly social media network, which enables content to be displayed in search results instantly after being posted. The service has had its share of successes, but it's fascinating to see Google jumping to embrace another social media. Is this a commentary on the performance of Google+?
In the last few years, Google has been indexing some Twitter content, but a very small percentage of Tweets seem to show up in search results. In 2014, we saw Twitter begin to warm up more to Google as the social media service focused on search engine optimization for their hashtag result pages. With the newly announced deal, it's clear that Twitter sees the value in allowing everyone who uses search, not just Twitter users, to view Tweets. Now that Twitter is a publicly traded company, they need more new users to continue their desired growth. This is a great way to get more exposure for the Twitter brand. Similarly, Google believes the popularity and variety of Twitter content can add value to its search results. Data is valuable to Google, and Twitter is producing huge amounts of data.
What Does This Mean For Your Brand?
Your Tweets are now more important! If Twitter's data is going to show up with greater frequency in Google's search results, its marketing power for your brand has just increased.
But there's a catch: Google won't be able to capture every single Tweet. With 6,000 Tweets posted per second, 500 million per day, and 200 billion per year, even Google's amazing resources can't index everything. So how can you get your Tweets noticed by Google?
Optimize Your Tweets!
According to a recent study by Stone Temple Consulting, there are a few similar qualities of the Tweets that are most indexed. First, original, quality Tweets that contain images and/or a hashtag seem to have an increased chance of being noticed by Google. It's also very plausible that Tweets from Twitter accounts that have large amounts of followers get more traction in search. The most impactful way to get your Tweet indexed by Google, however, is to obtain a link from another website to your Tweet.
In contrast, there are a few things to avoid if you want a Tweet indexed by Google. Extremely short Tweets with just a few characters, or Tweets that use excessive hashtags should be avoided. Mentioning another Twitter account in your Tweet (i.e. @CaryCoppola) also appears to decrease the chances of being indexed.
Rethink Your Twitter Strategy
Now may be a better time to embrace Twitter than ever before. In the coming months, ensure your brand is focused on its Twitter presence. Post original, quality Tweets more often, share photos, use appropriate hashtags, get links, and grow your followers. Google and Twitter's new friendship may just gain you a little brand recognition - and hopefully, business.