Search marketing to change as Google and Bing sign tweet deals

March 23, 2011 - Digital State Marketing

Real-time results from Twitter will appear in search engine results, after both Google and Microsoft announced deals with Twitter. This deal shows that the search engines are putting even greater emphasis on social media campaigns in terms of their organic search results. Many believe that the deal will primarily affect long tail search terms, dealing with current events in the news. However, certain industries will be worried as to the effect this may have on their rankings, which will also have some ethical search marketing companies rethinking their approaches.

The results mean that searches carried out on Google´s or Microsoft´s Bing search engines will now also offer the latest updates from Twitter users on a topic. Google and Microsoft have not yet announced how the Twitter results will be shown on their respective search engines, only that they will be present. If the ‘Tweets’ are too obvious on the search engines then this will most certainly affect the search marketing potential of Google and Microsoft.

Writing in Revolution magazine, Doug Platts said that the partnerships will have a big impact on the search marketing industry, especially those concerned with travel or retail. A prospective search marketing company will be worried by this; and will be awaiting the introduction of the tweets to the search engines.

“If both Microsoft and Google have decided that Twitter is the only game in town when it comes to this sort of real-time search, then you can take it that it´s going to be an ever more important part of the way people navigate the web,” he added.

Microsoft and Google are understood to have paid Twitter to access its data, suggesting the micro blogging site has found a way of making money aside from investors´ cash. Other social media companies will be very interested by this, and firms like Facebook and MySpace will be keen to start negotiations with the search engines. Ethical search marketing for the organic side of Google’s results will be slightly worried about the future of the industry; especially if long tail phrases are going to be affected by the social media sites.

It is not yet known when Google will introduce the feature, while the tweets will only be available on Bing’s US search engine at the moment. It will be interesting to see through Microsoft’s analytics for its’ Bing site; where tweets are ranking for certain search phrases, and whether it is affecting other firms’ search marketing campaigns.

Bing is not yet fully launched in the UK but is expected to be ´UK-ready´ in the fourth quarter of 2009. This future is going to be very interesting for ethical search marketing; with certain search marketing companies targeting twitter for their clients.