On Thursday, a Google search on my name immediately yields my social media content results. I got identical results on my phone. For marketers, this means social media content is even more important than it was even in February, when Twitter started allowing Google to again use its content in search results.
What’s more is Google made it plain in April that mobile-friendly pages would rank higher. Earlier this month, the search giant also received a patent allowing it to use email reputations in vendor rankings.
So all content is coming together to yield search engine results Google believes benefit users. This appears to be happening in more ways than Brafton’s Lauren Kaye describes in her blog post on Tuesday.
“Google announced it’s extending its use of tweets to all English searches and mobile results pages,” Kaye writes. “This provides greater incentive for brands to cover trending events in their industries, because they’ll now have the opportunity to rank more than once on a results page and grab their target audience’s attention.”
Marketers who want to use this real-time Google SERP opportunity can leverage tips from a February Target Marketing article about the reintroduction of tweets on Google:
- Have Twitter Handles, Facebook Pages and Vanity URLs Match. This makes it easier for searchers to find brands, products and services.
- Continue, Develop or Reinstate a Real-time Mindset. The less lag time before jumping on trends, the better. This may mean more to a brand’s legal department.
- Write Original Content and Update It Regularly. Google likes to see new words.
- Respond Fast to Negative Comments. Otherwise, that’s the top tweet and the top search result for the brand.
- Walk the Talk. If organizations tell customers they’ll fix a problem, they’d better fix a problem. See Tip 4.
- Bond With Influencers. These people tweet. IBM lets influencers have sneak peeks at new products and services and otherwise courts its fans.
How well are marketers leveraging social media content?