Here’s something that you might not have expected – while it would be natural to hear news about Twitter developing new Tweet-related functions and elements, it’d be pretty surprising to hear that Google is trying out a new way to display Tweets about a given subject within search results. Google will be featuring a new ‘Popular on Twitter’ panel highlighting trending and related Tweets for certain queries.

Twoogles

Based on this example, shared by SEO expert Shay Harel, a new ‘Popular on Twitter’ panel is inbound and will show up for some location-based queries, providing additional context based on trending Tweets. This is logical, seeing as how the majority of Twitter activity is centered around supplying real-time, if not the most updated news and happenings.

Tweets have long been incorporated into search results for celebrities and brands, so it’s not a huge shift in how Google has always displayed Tweet results within its SERPs. What’s interesting here is the context of how Google is looking to provide more real-time engagement data into its results, which could make Tweets even more important, as well as potentially help drive more Tweet engagement from certain search types. On that premise, it would seem that this new process would benefit both platforms, further boosting Google’s relevance as a prime search engine, and Twitter’s reach and discovery by being cited as a near-primary source of information.

For example, tourism-related brands may want to monitor which Twitter handles are being highlighted on the ‘Popular on Twitter’ panel to understand how the display could impact user response and engagement. Likewise, the handles featured would likely be getting an exposure boost, putting more emphasis on their Twitter approach. This is perhaps the most important impact from a marketing perspective – if more Tweets are displayed in more places within the Google SERPs, then that adds more SEO emphasis on actual Tweet activity.

So, whether or not you think your audience is on Twitter, they’re almost certainly using Google, which could provide another reason to maintain a regular Tweet schedule, based on what people may find in related queries.

The Wrap

It’s still primarily an experimental feature, which is also the reason why there isn’t a lot of information about it circulating yet. Nevertheless, knowing the premise, it may be worth monitoring related search activity and seeing what Tweet results show up. Since this is still in line with Google’s SERPs, diving a bit more into SEO won’t hurt and should further improve your chances of maximizing the new panel for when it does release.

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Sources 

https://bit.ly/3R9OfF7