For years now, there has been much discussion on the role of social signals and its impact on SEO. So what’s the reasoning behind all the debate? Well, back in 2010, Google Webmaster Extraordinaire Matt Cutts confirmed that social signals were, in fact, one of the metrics used in the page ranking algorithm. However, in early 2014 Cutts went against his previous claim and announced that social signals were no longer being used as a ranking factor in search engine results.
With social signals appearing to be dead in the water, it comes as no surprise that many brand managers were shocked to learn that Google and Twitter had agreed to a deal that would integrate tweets into Google Search Results. So what does this new deal mean for social signals as a whole? Follow along as we offer our own insights into how your brand can capitalize on the news.
About the Google-Twitter Deal
This isn’t the first time that Google has started to push for ‘real-time’ results in their search engine pages. ‘Google Realtime Search’ lasted for approximately two years, but keeping up with nearly 9,000 tweets per second proved to be a bit too much for Google’s indexing center. Without the ability to crawl tweets at an astounding rate, both Google and Twitter slowly abandoned the project.
Under the new deal, Google now has complete access to Twitter’s API, providing the search engine with the ability to access real-time results. All without having to crawl through every single tweet that comes across the platforms nearly 300 million users.
“It’s a great way to get real-time information when something is happening,” writes Google Senior Product Manager Ardan Arac, “And it’s another way for organizations and people on Twitter to reach a global audience at the most relevant moments.”
How Your Brand Stands to Capitalize
Now that real-time results seem to be working better than ever before, the days of ignoring your brand’s social presence seem to be long gone. For many brand managers, the new deal serves as a wake-up call of just how important a social presence can be for their organization.
Even with Google falling below 75% of the search engine market share for the first time since 2008, it still remains the most visited website on the planet. Leaving an endless amount of opportunity for you to put your brand front and center by staying on top of the latest trends and topics for your industry.
If you’re not already actively using Twitter, there is no better time than the present to start. Twitter has already asserted itself as a valuable asset for brands big and small, and the new deal only adds to its ever-growing capabilities.
Giving Your Tweets a Facelift
When it comes to Twitter, there is a lot of etiquette involved for doing business in 140 characters or less. There’s a big difference of using Twitter as a brand compared to using it as an individual. Here are some helpful tips to keep in mind before your next Tweet.
Define Your Brand – Whenever you Tweet, make sure the message reflects the image you want your customers to associate with your company. No matter what the message, make sure its authentic and true to your organization.
Don’t Forget to Optimize – As with any content you associate with your brand on the web, proper optimization is the best way to expand your reach and build a community of followers for your organization. Make sure to include relevant keywords & hashtags in both your Tweets and your Twitter Bio. Treat your tweets like short ads and landing pages, and you may just find a massive increase in your organization’s engagement. Just remember, short and simple is key!
Timing is Everything – Twitter is all about providing your target audience with up-to-the-millisecond information. Maximize your reach by understanding when your audience is most active and what trending topics are capturing their attention.
Finding the Right Balance – Being entirely self-promotional on Twitter is a quick way to gain a bad reputation amongst your followers. Be sure to mix up your Tweets from time to time, covering a wide range of topics from industry news and discussions to customer shout outs and Twitter exclusive promotions.
Tweet Often – There is no shortage of inactive business profiles on Twitter. Don’t let your brand add to the statistic and make it a point to tweet anywhere from four to five times a day to keep your followers engaged and increase your exposure on real-time results.
Are Social Signals Worth the Hassle?
Social media is a round-the-clock job, and quite frankly a lot of business owners and marketing managers don’t have the time to craft a creative tweet in their busy schedules. While for the time being Google may say social signals don’t play a direct role towards better rankings (though the correlation data says otherwise), they can still draw a significant amount of attention to your brand.
When it comes to managing your social media, there’s a lot more work involved than sending out the occasional tweet or status update. Make sure you have the proper person behind your brand’s voice by reaching out to the social strategy experts at Eyeflow. Whether you’re looking to transform your tweets or synergize your status updates, the social media professionals at Eyeflow understand just what it means to go viral and build a community around your brand. Start creating a buzz around your brand, contact the social media pros at Eyeflow today!
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