What does Twitter's deal to allow Google full, real-time access to its stream of tweets mean for search results? How many tweets are getting indexed? Which types of tweets are valued most by the search engine?
Stone Temple Consulting recently set out to answer those questions by examining a sample of 138,635 tweets of various type (text-only, photo, video, etc.) from a range of account types (40% people/brands with 10,000 or more followers).
The vast majority of tweets are still not making it into search results, with only 7.4% of the sample tweets getting indexed by Google, the analysis found.
However, tweets from accounts with 1M+ followers have a much higher likelihood of getting indexed, with 21% of such messages appearing in search results.
As the report notes, this doesn't necessarily mean that Google's crawlers are looking at Twitter follower count specifically, since other signals could be coming into play. It does at least indicate that the search engine is valuing tweets more from authoritative profiles.
As for tweet type, tweets with images are the most likely to be indexed (12% of the sample appeared in search results). Tweets that include hashtags are also more likely to be indexed.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji