The big shakeup in the online world this week is the news that Google and Twitter are partnering to make tweets searchable in Google.
Twitter’s CEO Dick Costolo confirmed during the company’s Q4 earnings call that the two digital powerhouses have signed a deal to bring Google searchers (and the ad revenue to follow) to the 140-character messages.
This signals a move to legitimize Twitter’s relevance outside of its own bubble (something Facebook famously refused to do, opting to take the search engine head-on). As we’ve discussed before, both Google and Facebook are increasingly becoming opponents for digital ad revenue, with the latter trying to take capitalize on its vast collection of user data. But Twitter estimates that over 600 million people read tweets that aren’t registered users, so bringing these so-called “logged-out” users in and serving them ads is a way to capitalize on those users.
For Google, this allows the company to focus on search terms regarding specific tweets, rather than directing searchers to Twitter accounts themselves (which is how it works right now).
What does this mean for businesses looking to capitalize on their Twitter presence? For now, we’re guessing that only major brands or users with huge followings will be included in Google search terms. In the future, however, we can see companies tying their Google advertising efforts with their Twitter accounts and visa-versa.
In the meantime, let’s hope Ashton Kutcher is ready for a deluge of new followers. Again.
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