Google Teams Up With Twitter Again: What Does It Means To SERPs?


Google has rekindled its romance with Twitter last week when it struck a deal with the blue bird of social media. A few years ago Google had access to the Twitter, but that agreement expired in 2011. After that, tweets have gone mostly unindexed. Some sources even claim that there are less than 8% tweets can be seen in Google SERP.

Google is the biggest name in search engines with about 75% of market share. Twitter too is one of the most influential social media mughals.  A deal between them will pretty much change the social search scene.

About the Google & Twitter Deal

There was a time when Google provided real-time search results, including tweets. But that’s so last decade.  After close to 3.5 years working separately, the two giants have joined hands again.

As per the deal, Google will start to index tweets again as they come out, starting at some point of the first half of 2015. If we are not wrong this will mean a huge change in search engine results.

What will Twitter Get out of this Deal?

A few years ago, Twitter was one of the fastest growing social networks. However, user adoption has gone down in recent times. In fact, there are talks about whether or not its growth had slowed back to that of 2012. This has made Twitter give a serious thought about their ongoing revenue stream.  They must have realized that they need exposure.  This pursuit of growth has already made Twitter open their feed to Bing and Yahoo! Google is the latest addition to that list.

What will Google Get Out of this Deal?

If we look from Google’s point of view, we had this coming ever since they started de-emphasizing Google+ as well as authorship markup last year. When they abandoned authorship markup, Google+ became just a social site and little more. However, the platform never saw the exposure it hoped to see.  And they have failed miserably in creating a platform to fulfill their social search goals.

Let’s also not ignore the fact that Twitter is a social network giant with around 300M users. Even if each of them tweets for one time per day, it will create over a quarter of a billion 140 character content. And they are mostly going unindexed! In their pursuit of understanding social and factor engagement, Google has no choice but to join hands with Twitter again.

How Will it Help Google Users?

Google’s goals have always been to try to improve the search experience and maximize relevance in the SERPs. This deal will surely influence the SERP quality in the long-term basis.

Google News has been live for some time now.  The news, however, breaks in real time on services like Twitter. But as it does not take care of tweets in volume, Google’s SERPs is failing to provide real-time news and information.

Now that the deal is in place, Google will no longer have to wait for bloggers of reporters to cover the story. It will be possible for them to index content the moment it is tweeted.  It is still early to tell what impact it will have of SERPs given that the shelf life of a tweet is considerably shorter than that of content.

However, it will be interesting to see how the search giants prioritize which tweets will show up on searches based on their proximity. This is going to open a whole new horizon of real-time search.

Google may also use fire hose access to personalize search based on the stuff a user tweets about. It is what they tried to do through G+ and it got a sound response from the users.

What the Experts are Saying?

Doug Anmuth, an analyst at JPMorgan said that the deal means “more opportunities for Twitter to convert, and possibly monetize, logged-out users.” This will compel a large section of occasional twitter users to log on to the site and will grow Twitter’s user base.

Anmuth also added that “For Google, we believe search results will be enhanced by access to real-time tweets and a much broader amount of content.”

Will McInnes, CMO of the social media analytics firm Brandwatch, told Mashable, “In 2011, Twitter didn’t really have as clear a view of its strengths and challenges, and Google believed it could build a great social network, but time has moved on.  This deal appears to be a licensing deal that gives Twitter revenue and, of course, traffic … And for Google, it gives them really valuable time-sensitive content they can index to super-serve their users and put ads against.”

McInnes believes that Instant Timeline can be the “silver bullet” Twitter needs to get new users and add incremental revenue. “If they nail this, perhaps we can expect the user growth that the finance community want to see,” he opines. “And then, and perhaps only then, Twitter get on the front foot as a public company.”

So, will this deal mark a whole new era or real-time social search? We definitely think so. In our humble opinion, this deal is highly indicative of how search and social media are becoming more and more interrelated and interdependent.

I think, this is going to become more common across all social media platforms, not just twitter. And when it does, we will have access to in the quickest possible time. Now please excuse me as I post the link of this post to get it indexed quicker.