The new battleground of combined social and search is going to become a significant storyline in the world of social media marketing this year. Last week, we saw the first examples of what tweets might look like in Google search results as part of Twitter’s new deal with the search giant. It’s now being reported that Facebook is testing a newsearch feature – not quite on the same path, but more significant than it may, initially, seem.
Facebook is testing out a new functionality for iOS users which enables people to search for links while composing a status update, in-app. Just like adding a picture, the function would enable users to click on a link icon, then do a keyword search for articles related to that topic in order to share that content with your update.
At a glance, this seems relatively minor, adding in links is no major upgrade, it’s just streamlining that process – and really, it may be slightly restrictive, most people like to be able to share the exact links to the exact posts they want, and searching via this method might not necessarily help you locate the right content any more efficiently than searching outside of the app and cutting and pasting the link yourself. But then again, it might. And considering the massive amount of mobile sharing Facebook hosts, this process could prove hugely popular, effectively cutting Google out of the equation and keeping users on Facebook longer. And what’s more, it would also grant Facebook more control over more information, in the form of search data, which it could use to entice more publishers to its publisher platform. And that might just be the start.
Mo’ Data, Mo’ Options
So, let’s say this becomes a popular practice, that people are finding the links they want via this search process, Facebook learns your favourite websites and can better provide contextual searches, based on your previous sharing behaviour. That being the case, couldn’t Facebook then use that in building its case for publishers to post first-run content direct to Facebook? What if, as part of their pitch, they could say that “people use this new in-app search functionality 35% of the time, and we control the search results they get – we could ensure your content appears high in those results, significantly increasing the chances that users will link to your posts, thereby increasing your overall audience.” That’s interesting, right? What, too, does that increase in searches on Facebook do for Google traffic and Google’s share of audience? We know that Facebook leads social referral traffic by a significant margin (and that’s not even counting dark social shares) – if this addition were to catch on, it could be a significant concern for The Big G’s hold on search traffic.
Obviously, these are extrapolations, we have no idea how this is going to go till we see it in the wild and we get some stats on how users view this addition. But it could be something. It could be more significant than it may seem, at this early stage.
The first examples of the new Twitter/Google partnership are staring to filter through, with Search Engine Land providing screenshots of confirmed Google tests of tweets in search results:
As you can see from this example, a search for ‘#maythe4thbewithyou’ on Google has provided results from Twitter, where the topic was trending. You can see too, the option to click through for more tweets. This example is via mobile, where the current testing is taking place, but it provides our first insight into how Google may be looking to incorporate real-time tweets.
The first question I had about the new Google/Twitter partnership was whether this would provide SEO value. If Google opted to show tweets high in search results, then definitely, there’d be SEO interest there – showing up at the top of the SERPs, in any form, is a big win for brands – and these early examples show that there is, indeed, clear SEO value. Twitter results may only appear for trending issues or maybe there’ll be a recognition value placed on Twitter activity to determine whether listing the Twitter results is likely relevant to the user query, but these screenshots show that it may be possible to reach high-visibility areas of Google’s SERPs via your Twitter presence.
This will invariably mean more brands will be investing more into their Twitter presence, as it significantly increases the audience reach potential of tweets. The change also underlines the fact that social search is going to be a significant battleground, and one that organisations will need to take into account.
A likely element of Google calculations on when and where to display tweets in search results will be the relevance of the person or people tweeting about the topic. In the example above, #maythe4thbewithyou was a trending hashtag (and the search is specifically for that hashtag), so it makes contextual sense that Google consider this relevant to the users’ search, and thus, would show the user tweets relevant to the topic. But in one of the other examples provided by Search Engine Land, the logic behind why the tweet was shown seems slightly different.
As you can see, beneath the first result, the search conducted was ‘mayweather pacquiao’ and a tweet from Gary Valenciano has appeared in the results. Gary Valenciano is a verified account with 2.43 million followers, so while the correlation between the tweet itself and the search term isn’t as clear as the first example, it does seem that a profile’s social clout will play a part in Google’s logic on what tweets to show and when. The first contention is supported again in the third example shown in Search Engine Land’s post:
Steve Benfey has 286 followers and isn’t verified, but #CarlyFiorina is a trending topic, so just like #maythe4thbewithyou, it’s the popularity of the topic that’s dictated its relevance in the SERPs, not the tweet originator. This would suggest there’s at least two different logicalities that will dictate the appearance of tweets in search results – there’s a ‘Popular on Twitter’ break-out, which’ll show tending tweets related to the search query, and another option which shows related tweets based on the social standing of the tweeter (or possibly the engagement levels on the individual tweet).
In the case of trending topics, this is effectively word-of-mouth SEO. You’re getting a display of real-time discussion – the more discussion about the topic, the more likely the searcher will be shown tweet results in the SERPs. From a marketing perspective, this addition will likely increase the rate of newsjacking and brands trying to tag onto trending topics, as, if successful, they’ll get the double-benefit of appearing not only in the trending discussion on Twitter, but also in related Google search results. It’ll also highlight the importance of brand awareness efforts in regards to trending topics – imagine if you were searching for ‘Nike basketball shoes’ and a trending topic was how an NBA players’ Nikes fell apart on him during a game. That sort of discussion would be hard to ignore for a prospective customer – it’ll be more important than ever for brands to be monitoring Twitter trends to manage or remain aware of such occurrences in order to mitigate potential negative associations.
Of more marketing value, however, is option number two presented here – appearing in the search results based on tweet mentions from prominent users. This will amplify the importance of influencer marketing on Twitter – using the same example as above, what if you were searching for ‘Nike basketball shoes’ and a tweet from NBA star Kobe Bryant appeared high in the results, thanking Nike for making him such great sneakers? That could play a part in your decision making process, right? Of course, as with everything, staged responses or canned endorsements will be obvious to the searcher, and it’s likely people will filter out any such tweets that are overly promotional. But real responses, from real influencers on Twitter, might just have a whole new value proposition for brands, depending on how these tests play out.
The Sleeping Giant
Social search, elaborating on the context of your search results with the real-time discussion from social media platforms, is fast becoming a big deal. People are placing less trust in brand messaging these days, and a significant impetus for that change may be that they simply no longer have to. In times past, brands had more control over the flow of information, they told consumers what they wanted them to hear and managed the message according to their own strategic goals. But in the connected era, in which people have access to all the information, all the time, consumers can inform themselves. Studies have shown that people are already more than halfway along the purchase cycle before they even get in touch with brands, they’re not coming to your sales reps looking for more info the way they used to do. The value is in relationships, in having a higher value proposition than the product itself. In this context, social search is more important than ever – because what’s more valuable than a recommendation from the people you know and trust?
The Google/Twitter partnership only underlines the rising importance of social search and of adding that additional context to the search process. But Facebook knows this too, and you can bet, they’ll be planning their own response.
Graph Search 2.0
Facebook Graph Search was largely seen as a failure. Or not a failure, as such, but a glitchy system that never quite delivered on its massive potential. Facebook acknowledged this – Mark Zuckerberg himself has noted that the results weren’t consistent. But just as Google and Twitter move to stake their claim on social search, Facebook will be looking to roll out Graph Search 2.0, and it will be a massive improvement on the first iteration.
Facebook’s been quite overt in its efforts to keep its audience within its own walls – most specifically with its push to get major publishers to post first-run content direct to Facebook. A big part of holding audience attention and maintaining user experience is search, giving users the ability to easily find what they want within the Facebook eco-system. Facebook has been cautious about how they roll out Graph Search due to privacy concerns and the need to protect the value of their treasured user data, but a new version of Graph Search will be coming soon. The Google/Twitter partnership will only hasten its arrival.
Whatever comes, it’s going to be interesting to see how the digital marketing world responds to having real-time tweets in Google search results. These first examples show that the new partnership could have significant implications, and will likely raise the value of Twitter as a marketing and brand-relevance platform. It’s an exciting development to watch, and I’m looking forward to seeing how it all comes together.