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3 ways Twitter’s deal with Google will change marketers’ tweets

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As most marketers have already heard, Twitter struck a deal with Google that will once again allow tweets to be displayed within the search giant’s query results immediately after they are posted on the social network.

The deal, reminiscent of a nonexclusive agreement the two companies began in 2009 and ended in 2011, is expected to take effect later this year and will essentially propel the “fire hose” of content generated by Twitter’s 288 million users to the forefront of all search results.

Considering Twitter’s recent lag in user growth numbers and battle with Instagram for the crown of real-time news king, this move should not come as a surprise to anyone.

In fact, it was the only move Twitter could make that could once again establish the microblogging service as the primary source for discovering what people are saying about any given topic, at every given moment. Regardless of Twitter’s growth dilemma, this deal will change your tweet strategy.

Here are three things marketers should keep in mind:


1) Your tweets will now get more impressions.

According to Google’s data, the search engine processes more than 40,000 search queries every second, which translates to more than 3.5 billion searches per day.

That means that once the aforementioned deal takes effect, your tweets will now have the potential to show up in front of more people than ever previously possible.

Brands will no longer be bound by follower numbers or the hashtags they use to drive impressions and engagement on the social media platform. People don’t use Twitter will also now be exposed to their tweets.


2) You’ll need to SEO your tweets.

What better way to market a product or service online than having it show up at the top of every relevant search result—for free.

But in order to take advantage of this opportunity, you will now have to SEO your tweets. Google hasn't released information on what its ranking system will be, so marketing pros don’t fully know what this means yet.

However, if one considers Google’s current methodologies, the relevance of the tweet and amount of traffic to the Twitter account will likely be key. So long, days of being forced to pay for play on Google; your tweets will now have the ability to earn their way to the top of the search results.


3) Tweets will now define your search-based online reputation.

Think of a word—any word. Now imagine Googling that word and finding out exactly what people are saying about it on Twitter, in real time. Imagine Googling the product or service your company provides and finding the same.

Once real-time tweets start popping up in Google’s search, it will be crucial for marketers to not only tweet about relevant topics that place them in front of their target audience, but to also use the network’s power to drive their brand’s narrative.

If you thought Twitter was important to managing your online reputation before, watch what happens when the content its users produce is no longer restricted to being viewed on the platform. Instead, tweets will be delivered to people that would have normally only been interested in seeing Google’s search results.

Unless marketers take immediate control of the online conversation, the ultimate third party endorsement could quickly transform into a bad review.