Google posted in May that they were experimenting with adding tweets to their search engine. They started the experiment on mobile search which is logical because many users tweet from their phones. The experiment was successful enough that Google has now announced as of August 21, 2015 that they are adding Twitter to Google desktop search.
What does this partnership mean for Twitter? It means that as users search for information on Google, they may be drawn into ongoing conversations that will cause them to sign up in order to be included. It also is a good thing for Google, because it will engage Google users on a minute-by-minute basis.
Where to Find Tweets on Google
Google will not show tweets on every results page. The tweets have to be relevant to the search query, and they won't appear in regular search results. According to Search Engine Land, Google is rolling Twitter in desktop results to all of its English-speaking users. The tweets show up in the main column of the organic search results in a carousel formation. It is not necessary to already be a member of Twitter to see the tweets in results.
Google is still working out the relevancy and appearance of these tweets. The manner in which they appear is evolving as you read this article. So far, these results are not advertising compatible. But that may come down the pike later on.
When Do Tweets Appear?
Tweets are often visible in results in search queries about celebrities, brands or hot up-to-the-minute topics. If you see a tweet in a result, you can click to go directly to the conversation, and if you are a Twitter member, join right in. It makes Google search more fun and spontaneous, which is bound to appeal to Millennials who are used to living with a smartphone in their pocket. If you are using Google in English, you should start to see the tweets appear in search immediately.
In the Future
There are rumors that Google is looking into buying Twitter. If so, this partnership is a good way to test the waters.
As we go forward with this new partnership, it will be interesting to see exactly which tweets show up in search. Like all search, tweets can be searched by keyword although Twitter uses hashtags for their internal keyword search mechanism. The hashtag is only an indicator for the keyword, therefore Google's engineers should be able to program their spiders to find keywords on Twitter via the hashtag.
Taking Advantage
In order for you to take advantage of this new development, you need to market on Twitter strategically like all other content marketing. Focusing on your targeted audience, use keywords that will resonate and show up in relevant Google searches. If you are already an avid Twitter user and marketer, you should know which words and phrases are relevant to your followers on Twitter. Now you can expand your keyword research for Twitter to your prospects on Google.
