In February, Google and Twitter reached an agreement that would give Google complete access to Twitter’s stream of posts. While the details were not ever officially released about how Google planned to use Twitter’s content, most people were able to connect the dots pretty easily. The idea seems to be that Google will include tweets in search engine result pages to provide real-time search results, but we can’t be certain yet.
So what can marketers do to prepare for this huge partnership between two of the biggest platforms, Google and Twitter, for digital marketing when we aren’t even sure what that partnership entails yet?
Here are a few tips:
• Develop a thorough understanding of social search. Social media and search engines are slowly merging. Social media platforms have already built some pretty detailed search engines into them. Facebook search, for example, can produce extremely focused results with its advanced search form. Twitter search even allows you to focus results by whether the tweets contained positive or negative emotions. Google search returns posts from Google+. Understanding how search works will help brands to improve the visibility of their social media posts and profiles.
• Learn how to use hashtags more effectively. At some point, it’s very likely hashtags will play a major role in driving search queries and even be used in Google searches, simply because of how popular they are on social media networks. Therefore, it’s important for your bland to employ an effective hashtag strategy, whether it’s creating your own hashtags or using other popular trending tags.
• Post about trending topics. With Google and Twitter partnering up, it’s likely that trending topics will play a role in Google searches. Google already gives a boost to newsworthy content, but Twitter’s trending topics could essentially act as super-charged keywords in searches.
• Follow the news. Stay up to date with the news about how Google and Twitter are joining forces, and as the details of the deal become clearer, be prepared to read and adapt.
In the end, this deal has a lot of potential benefits for digital marketers. Keep placing an emphasis on learning the best ways to leverage both social and search engine marketing, and you’ll be prepared for what’s to come.
Copyright 2015 Viral Solutions LLC
by Thomas von Ahn | Chief Elephant Slayer