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by Andrew Tonks on 29th July 2011
Hi, my name’s Andrew Tonks, and I’m a search specialist at Koozai. Today’s video is in response to a question posted on our Facebook page by Bryn Jones asking why should businesses use Twitter. Well, whilst a Twitter profile can be a great source of referral traffic, it can also be used to help improve rankings in search engines. The idea behind this is that search engines deem certain profiles more authoritative than others with a reputation being passed on via tweets.
If you build an authoritative profile, you can therefore tweet about content on your own website and help improve the trustworthiness of your pages. Furthermore, if you build a targeted following, then the followers are more likely to retweet what you’re talking about, thus passing on more authority. Whilst Twitter links are tagged as ‘nofollows’, the fact your content is being referenced by numerous people on Twitter is an indication to search engines that your content is relevant and trustworthy and therefore more likely to be displayed more prominently on a search results page.
Now, you might ask yourself, “What makes an authoritative Twitter profile?” Well, while search engines aren’t going to give you a definitive answer on this, there seems to be a general consensus that the authority and number of followers of a particular profile can help deem it to be more authoritative in the eyes of search engines. Also, regularity of updates is an indication that what’s being tweeted is fresh and relevant as well as the age of the account and its history. All this can help it seem more trustworthy to search engines.
Finally, the same as a website or particular page, the number and quality of external links to a profile can help search engines determine how trustworthy a profile is and subsequently the content being referenced.
Another point I touched on early on the video is that you should look to build a targeted following. This means the majority of your followers are more in line with the proposition of your profile. If they are, they’ll therefore be more likely to be receptive to what you’re talking about and retweet what you’re saying. If you’re looking to buil a targeted following, the areas you might want to address include associating yourself with market leaders within your particular industry or niche.
Also, think about what you’re promoting in your Twitter profile. Try and put across your profile’s USPs and the sort of things you tweet about. All this can help attract further targeted followers to your profile and therefore be more receptive to what you’re talking about.
Also, be sure to tweet regularly. Being seen to be active within Twitter can make people see your profile as being worthwhile and valued. Also, be sure to reference your Twitter profile in other forms of marketing collateral, such as e-newsletters, on your website, on business cards, on signatures of e-mails. All of these are prime real estate that’s put in front of relevant people each and every day.
Finally, I’d also suggest not always necessarily tweeting about business minded issues but also fun things you might have seen online or things that are happening in the office. All of this helps build a more personal approach to your profile and people are more likely to be associated with it.
So, in conclusion, the main point to take from this video is that the ability for a particular Twitter profile to influence search rankings is related to its authority as perceived by search engines. Following these points will help you build not only an authoritative profile but also a targeted following. All of this will help you improve rankings with the content that you’re being referenced on Twitter with.
Thank you for listening. If you would like to find out more, please visit our website at Koozai.com or subscribe to our YouTube channel. Thank you very much.
Andrew has worked within online marketing for the last four years with a background in domestic tourism, working with some of the country's most popular tourist attractions and destinations.