With the recent changes Google implemented that shows tweets directly within the search results, it is more important than ever that you think about what you tweet. Your tweets now have a chance of showing up when someone searches for your brand, name, product, service, etc., and these tweets show up at the very top of search results. This means they will most likely get clicked and viewed before your web pages and other content. Following are some key points you should consider when tweeting:
Are basic conversations you have on Twitter going to take away from your conversion?
A basic @reply tweet like, “Hey thanks for drinks tonight”, or something similar, may show up in a Google search when potential clients are searching for your brand. Does your brand, service or product have anything to do with going out for drinks? If not, what will your clients and customers think? Is this really the first impression you want to leave them with?
Are links you post sending your potential clients AWAY from you?
Now this is a big one, and one that I am trying to evaluate for myself as well. I post links all the time on Twitter to other resources/websites. These tweets with links now have the potential to show up in the top of Google when searching for your brand/name. Think of what could possibly happen if a user, searching for your brand, see’s your tweets at the top of the search results and clicks on the link you tweeted. You just may lose that client because they now clicked on a link that is associated with your name but actually takes them to a page that has nothing to do with your company.
Are your non-business tweets hurting you?
Again, another one I struggle with, since I tweet both about business related stuff and non-business related stuff. While the non-business related stuff is always clean and friendly, it is not targeted to my brand and I am pretty sure if a potential client searches Google for my brand and sees these types of tweets at the top of the results, they will be completely confused.
Following is a screen shot of a search on one of our brand names that illustrates some of these concerns.
While I have no concerns of my conversation with Kathy and I think she has built a solid Twitter presence for herself, I have to think about how a potential client would respond when seeing this in Google search results for my business. Will they click Kathy’s name and be taken to her Twitter account? That would be great for Kathy, but could the potential client misunderstand that Kathy’s Twitter account is the Go Smart account? Now imagine if a conversation you have with someone who doesn’t have a solid or professional Twitter profile shows up in Google for your brand. Imagine if the potential client clicks on that person’s name and see’s some not-so-appealing stuff.
Now let’s look at the second example. Again, a tweet that I have no concerns of and one that actually links to a very valuable blog post. BUT again, as a business owner, I have to consider how this may confuse a potential client or send them AWAY from our company and services. A potential client will most likely click on this link and be taken to a page that has nothing to do with Go Smart Solutions or our services. Can we say “confusion”?
You have to remember that you and I and whoever else is reading this is probably aware of and understand these latest changes, but your everyday person (clients, consumers) are in a completely different world and have no idea about this stuff. All they know is, all of a sudden, these scrolling results are now sometimes showing at the top of their searches.
See my other posts about similar topics