On May 19, Twitter and Google announced the launch of tweets in search results. This feature is currently only available to U.S. users on the Google App (on iOS and Android) or mobile Google searchers (on any browser). It will launch in other countries and desktop web “in the coming months”. When it does, you’ll want to be ahead of the game with tweets that are already optimized for Google search results.
So, while us Canadians wait our turn, let’s look at how these tweets actually display in search results in the U.S. and determine their benefits and opportunities.
1. Profile Photo
Whether your profile photo captures your law firm’s logo or a specific lawyer’s face, ensure it’s easily interpreted at any (small) size.
Ensure your profile photo is consistent across all social networks and prominent on your website so it’s easily recognized as your firm’s brand.
Your twitter name is displayed in tweets that appear in Google search results. Take note of the placement. Consider using your brand’s name, keywords, and/or slogan here.
3. Twitter Handle
Your twitter handle is what people use to mention you. Ours is @lawyerlocate. They’re also displayed in search results. Keep your username is short (because of Twitter’s 140 character limit and in case of retweets), unique to your brand, and easily recognizable. Consider using your name or brand keyword.
4. Card style
Take note of how tweets display as cards in search results. You can swipe left and right to toggle through tweets relevant to your search.
Why is this important? The first tweet that appears is the most recent. So, it’s important for you to recognize time and consistency (among other things) as a factor in your Twitter presence.
Twitter already ranks high in search results for hashtags. With Google and Twitter’s new partnership, tweets will rank higher in search results for hashtags than anything else. So, use your hashtags wisely.
Always include at least one, but aim for 3 per tweet. Keep trending hashtags in mind by doing a quick search on Twitter before crafting your tweets.
While hashtags are important to reach specific niches, keywords are also extremely important. It’s the word people will search for on Google that will (hopefully) pull your tweet in the search results.
Consider avoiding tweeting the title of a blog post since it would have the same keywords as thousands of others who tweeted the same article. Instead, tweet your opinion, a paraphrase of the article, or use a thesaurus to change the wording of the title slightly. Do some research on the keywords that work best for the article’s subject matter and for your brand. Avoid using misleading tweets as click bait to get someone to your post that isn’t necessarily relevant (unless you like pissing off your audience or high bounce rates).
7. Engage Influencers
Google likes authority. So, if you don’t have thousands of Twitter followers, you need to gain authority in other ways.
Engage with influencers who have thousands of followers and influencers who are certified “famous” on twitter (with the blue checkmark). Have conversations, participate in twitter chats, mention them in your tweets about relevant topics, reply to and retweet some of their relevant tweets. The regular engagement with influencers will improve your level of authority in Google’s eyes.
The use of images in your tweets has been vital to catching the eye of users for quite some time now. However, it might not be beneficial in Google’s search results to include 4 images or to use the suggested Twitter image sizing.
Use Taylor Swift’s tweet as an example. See how it crops the photo in search results on mobile devices versus the actual size of the photo she tweeted.
Now look Zap2it’s tweet as another example.
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