Google officially announced that they would start displaying Tweets – or Twitter content – on Google search results performed on desktops.
In May 2015, Google had already started displaying Tweets in mobile search results, and they were experimenting with showing Twitter content in desktop results by early August. Now, they have officially started showing relevant Tweets on all English language search queries conducted on desktop across the globe.
The display is similar to that of mobile results, with Tweets appearing in a carousel in the main column of organic search results. The Tweets only appear when deemed relevant by Google, and users don’t need to have a Twitter account to see the results or even click on them.
Also, there’s currently no advertising component to displaying Twitter content in organic search results.
How will this affect the marketer?
Visibility, accessibility, and real-time access.
If you have not been including Twitter in your social media marketing plan, then you should start doing so as soon as possible. Twitter content will be shown if it is relevant to the keywords used in search queries, which is a big step in showcasing the most recent content in search results, considering that Twitter feeds get updated faster than news websites. So, marketers who make good use of Twitter can successfully drive a lot of organic traffic to their website.
How to improve engagement on Twitter
The true value of Twitter is in its engagement. Unless you get people to engage with you on the platform, you won’t get much value out of it. But now that your tweets will be searched, they need to be more optimised to bring more traffic to your site. This means developing engaging content, developing rich keywords, and coming up with an excellent SEO strategy, all in 160 characters or less.
So, how do you accomplish this?
1. Use milestones to convey your story
While people can choose to ignore sales pitches and announcements, they are automatically drawn in by stories. It is interesting to follow a story, especially when you anticipate a good end. So, share your brand’s story, and incorporate graphics, a call to action, and keywords, to capitalise on the opportunity for engagement.
2. Post often
One of the best things about Twitter is the ability to engage in real-time. With Google searching through tweets, timing will become even more important, because the top search results are drawn from the newest content. So, brands that post at a higher frequency will watch their tweets rise faster, provided they use relevant information that their target audience can respond to.
3. Streamline your accounts
If your tweets will be visible on search results the instant to press “tweet”, you need to ensure that you provide a streamlined experience for clients and prospects when they visit any of your different online resources – website and social media accounts. They all need to be updated together to avoid misleading clients by omitting some information in one medium.
As the concept is still very new, Google announced that the relevancy and ranking of Twitter results will gradually evolve and improve as the whole process develops. To fully harness the power of this technology, you need to identify best practises so you can alter, improve, and implement better strategies to stay ahead of your competitors.