ZOG DigitalGoogle and Twitter have recently announced a partnership to infuse tweets directly in Google News and search results. Twitter has previously allowed content to be indexed in search from 2009 to 2011, but did not renew the deal due to concerns with controlling content and user experience. This new agreement grants Google direct access to Twitter’s data stream of nearly 300 million users and aims to increase relevancy, timeliness, and value for users in both platforms.
But what does this update mean for your brand? Below we have addressed how these changes are expected to affect Twitter, Google, and your brand’s marketing strategy.
What This Means For Twitter
- Relevancy in New Channels – The new agreement aims to increase Twitter’s relevancy, exposure, and value in Google with real-time content embedded directly in search results.
- More New Users – Twitter expects that listing tweets in search results will drive additional traffic to its site. When tweets appear in search results, users who are not signed into Twitter will be directed to a log in/sign up page in hopes of increasing new user acquisition – a declining statistic for Twitter since going public in 2013.
- Increased Ad Revenue – The log in/sign up pages users see from search will include ads with the expectation of increasing exposure and generating additional revenue. Many marketers question if sending users directly to a tweet and bypassing the news feed, where Twitter makes most of its revenue, will actually increase overall ROI.
What This Means For Google
- Real-Time Value – Partnering with Twitter allows Google to tap into the fast-paced and constant social outlet to provide users instant news updates and fresh content without the delay of crawling for information.
- Credibility Issues – Twitter is notorious for producing false news stories as a result of bots and hacked accounts that may circulate quickly and appear in Google search results.
- Increased Ad Revenue – Real-time content from Twitter will help create more effective targeting and increase relevancy that is expected to drive more ad clicks in search.
What This Means For Your Brand
- Reevaluate Twitter Content Strategy – With new opportunities for increased exposure, it is important to ensure your tweets are optimized, relevant, and engaging to rank high in search results and on Twitter. Conduct an audit of your current performance to identify obstacles and opportunities faced by your brand.
- Transform Your Brand Into A Publication – This evolution of content within search and social platforms reinforces the need for your brand to update its content strategy and define its value. Leverage multiple channels to stay engaging and define your brand voice through unique and consistent content across the web. Increase your visibility and authority with valuable content, relevant to the needs of each channel’s audience.
- Optimize Ad Strategy – With the changes to how and where users will experience ads in Google and Twitter, it is crucial that marketers consider how budget allocations, content relevancy, and ad location will affect the success of campaigns. Construct new strategies to reach users effectively.
Conclusion
Twitter chief executive Dick Costolo estimates it will be several months until results can be accessed in search, but be prepared to see some big changes soon. Stay ahead of the curve by understanding what these changes mean to your brand and updating your marketing strategies accordingly.
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