Quick Tips: How to adapt to Twitter's Google integration

With Twitter and Google announced in April that their landmark integration deal would begin rolling out at the start of May and should have reached every user on the site by the end of June we thought this weeks Quick Tips could be on that.
So what’s it all about then? Essentially, this integration deal means that Google will now index every tweet posted on Twitter in real-time. This means that as soon as your content has been tweeted, it will be assessed by Google, after which it will appear in search results for relevant keywords and phrases, and will be used to determine search engine rankings.
As you can imagine, this has caused quite a stir amongst businesses, given the affect it could or should have on their social media marketing. So with that in mind, here are three things you might like to consider:
1. SEO for social media
As Google will now be indexing all of your tweets, you’re going to need to make sure that they are search engine optimised. You could start by including the same keywords that you use for your other content, but over time, you might consider drafting and implementing a specific SEO strategy for your tweets.
2. Tighten up your social customer service
This integration deal means that everything your business account tweets could appear in the search results for your keywords. You don’t want a customer complaint or issue to be included in the search results when prospective clients and customers search for your business, as this could damage your brand and harm your market potential. This will make it all the more important to jumping on complaints and issues on social straight away, and deal with them as soon as they appear in the best way possible.
Google has confirmed that Twitter content will be subject to the same content regulations as website content, so you will need to ensure that your tweets are of the highest possible quality. Tweets with original content, high resolution images, naturally appearing keywords, and verifiable, trustworthy links will all be rewarded by Google, and the account holders should see their ranking rise. However, tweets of a poor quality will be punished – so upping your game is essential.
There you have it – three ways you can update your social media marketing campaign in advance of Twitter’s Google integration. In the initial few month I’m sure we’ll all be learning but this is a solid starting point.

Image attribution: Highways England on Flickr 09_2013_47
The Quick Tips series is intended as a 2 minute read on digital marketing things – from recent changes in the scene and how to accommodate them, to tips from other marketers we know.