The (Quickly) Changing Role of Twitter in SEO
January 30, 2012
Todd Bailey is Vice President of Digital Strategy at WebiMax, a leading SEO company with 500+ clients and 150+ employees as well as Lead Contributor at SEOservices.com
has written 21 articles for WebKnowHow.
|View all articles by Todd Bailey...
As Google goes forward with the changes to their search functioning
making results more personalized by incorporating Google+ and other
features, ripples continue to be sent out through the internet and
search communities. Twitter has now released a strong statement opposing
the changes because as they see it, twitter content will not appear on
Google SERPs with as high a ranking as before. This, they argue is a
tragedy for all web searchers, consumers, and publishers who rely on the
real-time information that is posted on Twitter for everything from
news and status updates to retail information.
The changes made by Google directly impact search engine optimization and the localization of search queries. Searches will be influenced by
the content posted within the user's network of friends on Google+, thus
delivering results that are more personalized. To Google, more
personalized results mean more relevant results, giving the user more of
what they conceivably want. Further, there will be options for users to
go back and forth between searches that include results from within
their social network and those representing the web at large.
A Changing SEO Strategy
For SEO purposes, campaigns can
be tailored to each type of search. Traditional SEO practices of
optimizing content will still be as relevant as ever, but what changes
is the SEO used for the searching that includes Google+ results.
Campaigns for this search need to maximize company presence on Google+,
engage with customers, and optimize content.
Twitter thus finds itself largely on the outside looking in for the
latter type of searches as it appears Google+ results rank higher than
Twitter or other social platforms. Depending on the number of people
utilizing the more personalized search, Twitter content may become
harder to come across and may ultimately be less important real estate
to optimize in SEO campaigns.
This remains to be seen of course, but given the changes in this past
week, this could become an eventuality at some point in the future.
These developments with Google and their implications for all platforms
and search underscore the importance for SEO firms to stay abreast of the latest industry trends so they can quickly make
informed decisions on how the changes impact campaigns going forward.
Specifically regarding Twitter's future though, the book is still to be