Twitter has a new ally in its attempt to make the platform more accessible to users and marketers. Or to be more accurate, an old ally is returning. According to insider reports, Google and Twitter will team up so Google can show Twitter posts in search results. The plan to show Twitter content in Google search results is good for marketer who want to use Twitter to reach audiences.
According to Bloomberg, sources have revealed that Google and Twitter have reached a deal that will give Google access to Twitter content in real time. This will let Google show up-to-date Twitter content on search result pages.
“In the first half of this year, tweets will start to be visible in Google’s search results as soon as they’re posted, thanks to a deal giving the Web company access to Twitter’s firehose, the stream of data generated by the microblogging service’s 284 million users, people with knowledge of the matter said Wednesday,” wrote Sarah Frier of Bloomberg. “Google previously had to crawl Twitter’s site for the information, which will now be visible automatically.”According to the source of the information, engineers at Google and Twitter are already hard at work to get the connection up and running. The project is a return to a system that Google and Twitter had worked on in the past. From 2009 to 2011, Google had the kind of access to Twitter that the companies are working to restore.
The reason the collaboration was stopped in the past was because the agreement had expired and Twitter’s then CEO was against the idea of renewing the relationship. Now that Twitter is a publicly traded company, the company needs partnerships like this to show that the platform will continue to grow and be profitable into the future.
Allowing Google to show Twitter content in search results is good for marketers who use Twitter to deliver content to fans and customers. As the world’s largest search engine, having content searchable on Google in real time will significantly increase the reach of content. Additionally, it means that the tweets that are shown in search results will be newer and more relevant. Having the tweet data fed directly to Google is exponentially faster than having to continually surface the site.
Taking advantage of this change will be easy for business owners and marketers. The only thing that needs to be done is to keep SEO in mind when writing content for Twitter. Doing so will increase the likelihood that content from the brand can show up in keyword searches.
In some respects, the partnership between Google and Twitter makes it more important for businesses to constantly post relevant content to their Twitter feed. Google will be looking for the most up-to-date content to display for Twitter results.
If a company if posting about their industry every day, it increases the odds that when a person does search for related information on a given day that a tweet from the company will be one of the most recent.
The restart of the Twitter and Google collaboration will increase the importance of social media marketing into the future. Making it easier to search for Tweets on Google makes the platform more useful to business owners and marketers.
For more information on how Twitter can help marketers, read this article with stats from 2014 that highlight the value of the platform.