As you’re likely aware, last year, Google announced a new deal with Twitter which enables Google to index Twitter content, meaning that tweets can, and do, appear within search results. That means tweets can play a part in your SEO strategy, though the actual instance of tweets appearing in Google searches is relatively low, so they haven’t become a key factor to keep in mind yet.
Google’s latest update could put more emphasis on tweets
In the latest test version, results for brand name searches are appearing with brand Twitter profiles much higher up in the results listing.
What this means for businesses is that they need to get active on Twitter – even if your market is not active on the platform, those tweets can still show up in Google searches, giving you an extra way to reach your audiences.
No time? Make use of automation tools
Not everyone has time for Twitter, small business owners in particular can’t be composing tweets all day when they have barely enough time to cover their workload as it is. This is where social media automation tools can help – using a tool like Hootsuite, or even Twitter’s own Tweetdeck, you can schedule tweets to go out in advance, ensuring you’ve got a steady stream of active tweet content flowing through.
If your business sees no value in Twitter and you can’t get active on the platform, you are potentially missing an opportunity to boost your SEO stocks even further, which is always a positive.
The links between SEO and social media are not always clear – for their part, Google has stated that they do not factor your social media engagement into their algorithm, so your efforts on Facebook and Twitter hold little bearing on your search results ranking.
The update may influence your website ranking
Some see that as definitive, Google doesn’t use social signals for SEO, end of story. But it’s actually more complex than that.
While Google doesn’t directly rank sites based on how many Twitter followers you have or how many Facebook Likes you’ve got, they do rank websites based on related factors.
The number of people who are visiting your site, the number of sites that link to yours – these two elements, in particular, are key factors that Google does pay attention to, and both can be impacted by your social media efforts.
For example, you share your content on social media and people click on it. That helps boost your traffic.
People who go searching on Facebook might come across one of your posts and click on it or share it with a friend – the secondary actions inspired by social activity increase your visibility and help provide Google with more indicators as to your businesses relevance for search.
This latest refinement to Google’s desktop search results underlines that social media and SEO are indeed intertwined.
It’s worth considering as you go about devising your search engine strategy.