Importance of Twitter in Relation to Internet Marketing

An article on Search Engine Watch focuses on the top 13 social media ranking factors for SEO. These are centered around Twitter, Facebook and YouTube, but a couple of points touch on dealing with other social media also.

The point of the article is to advise you on which areas of your social media campaigns to focus on tracking in order to see the efficacy of a social media campaign and its effect on search engine rank.

For Twitter, the article recommends focusing on number of retweets and number of followers – both apparently obvious. But it also recommends looking at the relevance and quality of your followers. How do you determine the relevance and quality of a Twitter account? Look at:

1. What industry is the follower in?

If they are in the same industry as you, or one that is complementary, you can consider them a relevant follower. If your company is in retail and the Twitter follower is not a professional but rather a potential consumer, often their Twitter bio will give some information regarding their hobbies and interests. If they are a healthy living advocate, for example, and you are a sporting goods or nutrition product retailer, they are still a relevant follower as their interests align with what your company is selling, and therefore they are not just a potential consumer but also a potential brand evangelist.

2. How many followers does the follower have?

This isn’t the only figure to look at to determine the quality of the follower, but it is a telling one. If they have a lot of followers, then their tweets will be more widely seen than someone who has under 50 followers, for example. However you can also look at quality by looking at the amount of activity in their Twitter feed. Are they active on Twitter? Is most of what they are saying of interest to a wide variety of Twitter readers, or do they mainly use up their feed communicating back and forth with their best friend?

When you have analyzed these two factors you will soon be able to whittle your followers list down to the ones that are most likely to prove useful in spreading the word about your company/product – and that might reduce a list of thousands of Twitter followers to only a few.

You can attract more of the right kinds of followers by searching people out on Twitter who you want to have as followers, people with large follower lists, who tweet relevant content and work in industries that align with yours. Then follow them (sometimes that’s all that’s needed to get a follow), but also tweet them and engage in conversation with them. They may not reply at first but if you continue tweeting them (when it’s relevant!) they may eventually retweet you or reply, and start to take an interest in what you do, or at the very least, this activity will share you with their followers list, providing you with more exposure.

In our next post we will look at Search Engine Watch’s recommendations for tracking performance on Facebook.

Social Media and Its Impact on Search Rank

Social media has become such a predominant force in impacting a website’s search rank that it has been predicted that by 2013 it will overtake SEO in its ability to affect a website’s ranking in search engines.

One of the ways – if not the main way – that social media benefits search rank is through backlinks.

Backlinks have long been loved by Google as a way of detecting quality, popular content in an organic way, which helps Google to know it’s promoting the best content and helping that show up as the first results for a relevant search.

According to an article on Mashable.com, Google now considers Facebook posts, tweets, retweets, comments, bookmarks, shares, likes etc. to be the main factors in determining a site’s rank in its algorithm. And, narrowing the field even further, research conducted in April 2011 revealed that Facebook likes, comments and shares have the largest impact on search engine performance (over Twitter, Google Buzz and other social media forms). More recent research (performed in May 2012), however, suggested that Google+ is now beating Facebook.

All that this plethora of research proves is that social media is a vital part of any website’s attempts to improve its search rank, and that – if you can – it really helps to do it ALL. If not all, then as much as you can – have a presence on Twitter, Facebook, Google +, LinkedIn, YouTube – all of them help.

Sharing links to your site’s content through these forums increases the chance of something going ‘viral’ – that buzz word that everyone in Internet marketing is craving nowadays. But even if it doesn’t go viral, the impact is still measurable.

In fact, a study of Twitter’s impact on search rank revealed that search engine rank improves significantly with just 50 tweets of a link, then increases only marginally until 5,000 tweets. URLs that are shared more than 7,500 times on Twitter almost always rank in the top 5 results of search engines.

So whether you are able to garner just 50-60 tweets or thousands, you will see a marked improvement in your search rank immediately.

With this impact, you can’t afford to not be a part of this. When you submit a press release with 24-7PressRelease that is the SEO and Media Exposure package or the Mass Media Visibility package, you get your story linked in a tweet sent from our Twitter account, which has more than 1300 followers. Share it on your own Twitter account and encourage retweets, and you can quickly see that impact unfold in front of you.