How to Use Twitter to Influence Google Search Results
If you’re reading this, chances are you’ve seen some branded tweets on the first page of Google’s search results and want the same for your business.
Indeed, wouldn’t be great if Google displayed your tweets on the top of the first page, as it does with all major brands?
Twitter is often called a great tool for marketing your business, but can it also influence your search results?
To answer this question, we need to know how whether Google has access to Twitter’s database to easily display your tweets.
Here, it gets a little bit complicated, because the two used to have a strong partnership.
In 2009, Google had full access to Twitter’s data stream so it could easily pick up tweets with algorithms.
However, the partnership didn’t last long.
The Internet community was surprised to learn that Google Realtime search went missing on July 3, 2011.
Shortly after, the main reason for such a decision was known: Google has lost access to Twitter’s data stream.
In other words, Google and Twitter cut ties.
As the result, searching Twitter using Google was largely ineffective, and the social network began to lose it positions in search positions.
This may have been a factor why other social media networks such as LinkedIn and Pinterest outperformed Twitter and gained more users in 2012 and 2013.
As the graph from the Pew Research Center below shows, Twitter came in third in terms of percentage of users two years in a row after the company disabled Google’s access to the data stream.
To repair the damage, Twitter has been involved in a series of talks with Google, but now it appears that the latter still doesn’t have wholesale access to Twitter for indexation.
This means that Google has to crawl it like any other web page.
But does it mean that one can’t use Twitter to get a bit of SEO value?
Fortunately, it doesn’t. In fact, there are a number of ways in which Twitter can improve your Google rankings.
Let’s see a couple of examples.
How Twitter Influences SEO
Fortunately, Google and Twitter have some integration right now, and we can easily check it by Googling any brand with a Twitter account.
Remember the H&M example at the beginning of this article?
To view the latest posts and get the link to the profile, all you have to do is search for the name of the brand.
Another simple example of the partnership between Google and Twitter is hashtag search.
For example, many people do that to discover specific content on social media.
Although Instagram, Facebook and other platforms use hashtags, too, the first platform that comes on the top is Twitter.
Here are the results for hashtag search “#travel”
As you can see, Twitter has some advantage over other social media networks, so you can get quite a bit of SEO value out of it.
This means it’s time to start your campaign to increase Google search rankings.
Below are some suggestions for you.
What to Do on Twitter to Improve Google Rankings
Tip #1. Get an Active Account
Many people fail to improve Google ranking because they simply open an account and tweet.
Your content, no matter how great, won’t help to rank better if the account exists in isolation.
Here’s how to ensure that your account is ready.
- Fill out every element of the profile because Google requires maximum information to ensure that your profile is a legitimate source of information. So, pay attention to your account’s name, website link, and location field.
- Be active. Ever tweet you make is an opportunity for Google to index you, so you need to share a lot of content on a regular basis. This doesn’t mean that you should tweet like crazy, though. While there’s no universal formula on how many tweets you should send out, most social media experts recommend a minimum of 3-5 units per day.
- Have at least several hundred followers. Since interaction is one of the essential elements that help to boost Google ranking, having a high number of followers – therefore more interactions – could help you to achieve this goal.
Tip #2. Send out Tweets when Your Audience is Listening
Even the best content in the world won’t help you to achieve a high engagement because the ultimate success depends on how well your signal is received.
In turn, this depends on when you broadcast it.
To achieve maximum engagement, you need to post tweets at specific days and time when your audience is online.
Of course, they depend on your unique target audience, but social media research has some tips.
Here they are (courtesy of Grammarly Blog):
- Twitter gets more attention during the workweek because its users tend to check the network for news and other information during lunch breaks and commutes. That’s why tweets published on weekdays between 12 and 3 pm enjoy maximum engagement
- Another high time is 5 pm on weekdays when many people commute home. That’s when they are 181 percent more likely to log in to their accounts.
So, determine when your target audience is online to maximize the visibility of your tweets.
Feel free to share the same link more than once, too, but make sure to create an original tweet each time.
Tip #3. Tweet Compelling Content
Content creation is one of the most challenging aspects of marketing.
In fact, a recent research by Content Marketing Institute found that producing engaging content was the top challenge for b2C marketers.
To increase the effectiveness of your content to generate engagement, you need to create compelling content that your followers will love.
For example, tweets with images receive more shares than those without them. In fact, they earn up to 18 percent more clicks, 150 percent more retweets, and 89 percent more favorites, according to Inc.
No surprising that 5 out of 10 most popular tweets of all time have images.
For example, here’s the number one.
The winner is Ellen DeGeneres.
In addition to including images, try sharing other visuals such as videos, memes, and GIFs.
Also, a popular way to generate engagement is to link to problem-solving content.
An online brand should know their target audience very well, so they have a clear understanding of their information needs.
For example, here’s an example of how a health retailer Holland & Barrett shares links to their site with a helpful content – a recipe of a vegan sticky toffee pudding.
This is an awesome way to strengthen the bond between a brand and its customers as well integrate the brand into their lifestyles.
Another way to engage followers is to create polls and surveys. For example, here’s how Starbucks does that.
Many Twitter users also try to tweet about the latest news to get themselves certified as a reliable news source.
You can do that, too, by monitoring your industry or niche news, finding content that your audience could find interesting, and sharing it with them.
“If people recognize that you always have the latest information, they’ll begin following you to get it as soon as possible,” says Brian Ryder, a digital marketer at Proessaywriting.
“As the result, you’ll increase the chances of showing up in news-related Google searches.”
To increase the shareability of your tweets, use Twitter cards that allow to add content like videos and product description, and optimize your tweets for search.
Also, use traditional keywords employed by your SEO campaign and experiment with them by including in hashtags.
Tip #4. Include a Relevant Hashtag
A great hashtag enables your tweets to organize and easily searchable on Twitter.
Moreover, anyone can use it to search for tweets on Google, too.
Here are the dos and don’ts for creating hashtags as described in this official Twitter guide:
- Do make it easy to remember and spell
- Do provide incentives for using a hashtag (e.g. run a contest)
- Do your research and see what hashtags people are using about your brand
- Do partner with influencers to increase the visibility of your hashtag (more on this in the next section)
- Don’t expect that people will start using your hashtag without any incentive
- Don’t neglect to educate your followers how to use your hashtag.
Step #5. Partner up with Influencers
Social media influencers are a big thing in marketing today, so consider partnering with one if your budget allows it.
If a well-known influencer retweets your posts, you can get more followers, gain more online visibility, and increase the conversion rate.
Here are some stats for you to demonstrate the potential of influencer marketing on Twitter (source: Twitter Blog):
- One-third of Twitter users follow and engage with influencers and celebrities
- Over 50 percent of Twitter users follow accounts of actors and musicians
- Almost 40 percent of Twitter users say their decision to buy a product was influenced by a tweet from an influencer.
So, make a list of people that you consider influential in your niche and who could consider partnering with you, and contact them with an offer.
Good news is that you can automate the search for influencers.
For example, Unamo Social Media Monitoring suite has an awesome Influencer Tracking feature that allows finding the top influencers talking about your industry or niche and sorting them by popularity.
Tip #6. Follow Popular Accounts in Your Industry or Niche
You need to employ this technique because of two important reasons.
The first one is that you need to source interesting information from accounts that you can retweet later.
You’ll have to do so because you don’t want to post your own content all the time, especially if you’re not yet the voice of your industry or niche.
There are many other accounts of people like artists, athletes, journalists, experts, and celebrities that you need to follow to stay updated about the latest news and events.
The second reason why you need to follow others is to encourage them to follow you back and share your own posts, too.
Since interaction and popularity of content are critical for Google, having shared content on your business page would be a major plus.
And remember, you need to create engaging and relevant content to maximize the chance that other people share it.
Tip #7. Use Automation for Sharing Posts
Remember how we talked about the best time to post on Twitter?
According to that tip, you need to post your content at specific times and days because that’s when many of the platform’s users are online.
Of course, you can do it manually, but it makes a lot of sense to use automation tools that schedule social media post and publish them exactly when you need it.
Tip #8. Include Your Twitter Account Anywhere You Can
To get more value and exposure to your Twitter account, you can include the link in your email signature, your blog posts, guest posts, and other places.
For example, when you guest post on other websites, you can include your Twitter account in the author bio section and let people know that you’re available for business.
This may entice readers of your content to visit your profile or the profile of your business and see what you can help them with.
Over to You
There you have it.
Using Twitter to improve your positions in Google search results is certainly worth doing because it can be a helpful tool to build and maintain your online presence.
Remember, the platform has 335 million users, so it gives you an excellent opportunity to reach this audience and boost your Google ranking and expose your brand to even more people at the same time.
The last thing that you should know that social media trends and Google SEO requirements change regularly, so to stay visible, you need to use only the best and the latest practices like the ones described here.
Each of them can help you to get quite a bit of SEO value out of Twitter if implemented properly.