With the full Twitter-Google search integration expected to be complete in May 2015, it has become increasingly important for marketers to optimize their Twitter posts for their upcoming introduction into Google’s search results.
This is essential for business, brands, and professionals who share their content to Twitter, from other social networks.Optimize your Twitter posts for their introduction into Google's search results.Click To Tweet
Effectively conveying your branded message from other social networks to Twitter presents challenges. It will require that you pay special attention to often-overlooked details.
One such detail would be accounting for the inclusion of the sharing social network’s URL in the incoming text that will be displayed in your Twitter post. Too often this results in a cut-off sentence, or a post that makes little or no sense to the audience.
If it makes no sense to consumers, it won’t make any sense to Googlebot either.
Consider this for a moment, will delivering an incomplete message to your audience compel them to follow your link, share your post with friends, or interact favorably with your business? Likely not. Frankly speaking, it is a complete waste of your time/resources, and ultimately it is harmful to your brand image.
It makes little difference how many university courses or degrees a person may own. If he cannot use words to move an idea from one point to another, his education is incomplete. – Norman Cousins
Now more than ever, with the introduction of Tweets into Google search, it is important for you to take the time to sculpt a complete and well-branded Twitter message that effectively communicates to your fans, friends and followers, no matter what platform it is shared from.
Optimizing Shared Text in Twitter Posts
When sharing your content from Facebook, Linkedin and Google+, or even a link on Twitter itself including Tweet replies, the first 116 characters are displayed in your Tweet alongside the sharing social network’s link.
BUT, when sharing from Pinterest and Instagram, only the first 100 characters will be displayed in your Tweet, alongside the link as well.
Optimizing Your Twitter Post Summary
In most instances when a link is shared on Twitter, a brief summary and (sometimes) an image will appear within the Tweet. This means that it is not only the Twitter post that conveys a branded message to the audience, the information found inside the Tweet’s summary is just as valuable and brandable as the Tweet itself.
It is important to remember that it is not only social networks that will generate a summary in a Tweet. Blogging platforms (like WordPress) and hybrids (like Tumblr) offer the chance to convey a longer message, as well.The Summary found inside a Tweet is just as valuable and brandable as the Tweet itself.Click To Tweet
Generally speaking, WordPress blogs will return the webpage’s meta description of up to 155 characters. Tumblr, Instagram and Pinterest allow for a carefully crafted, branded message that (if properly sculpted) communicates an insightful, inspiring and complete message in 197 characters. This text will be gleaned from the first paragraph of your post. The total allowable number is actually 200 characters, but we must account for the ‘…’ at the end.
Increase Social Media Exposure in Search Results
Google’s search integration with Twitter means that it is not only consumers that will be reading your posts. Google will be too.
This presents an opportunity for businesses and brands to (nearly effortlessly) increase the exposure of their branded social media messages into search results, simply by optimizing the content of their Twitter posts to communicate well with Googlebot too.