Microsoft has announced the signed deal with Twitter and Facebook to effectively integrate status updates into the Bing search results. This will definitely move it closer to providing real-time search capabilities. Although search engine giants, Google are already showing Twitter and Facebook results, Bing will be stepping up and offering the entire public Twitter stream.
So how will the Twitter search results work on Bing? Here is an overview of what to expect:
•Tweets updated in real-time: View all tweets “roll in” in real-time by watching the “tweet SERP” update. To view more tweets than what’s displayed on the first page of search results, click “See more tweets about…”
•Results ranked by tweeter’s influence and uniqueness of the tweet: According to Microsoft, “If someone has a lot of followers, his/her tweet may get ranked higher. If a tweet is exactly the same as other tweets, it will get ranked lower.”
•Private tweets remain private: Tweets by users who have private or protected Twitter pages will not be indexed.
•Real-time only lasts so long: Tweets will only be indexed in Bing for 7 days, further indication that Bing intends to use the Twitter integration as a way to capitalize on real-time events and searcher interests. There’s no indication that Bing intends to index and provide a historical record of tweets.
The implications for marketers is that it will provide real-time social data within search result and encourage brands to embrace and try and keep up to the changing consumer search habits as they change. For example, a searcher seeking information on where the latest brand name sale is on, or the waiting time for an up and coming concert. Although the search engines cannot generate results as events are happening, user generated content from Facebook and Twitter may be able to address this.
The key takeouts from this news:
•Big opportunities for companies to
•Marketers who currently use Twitter and Facebook will experience greater importance and potentially traffic. However it will act as a double edged word in that brands will need to closely monitor any negative conversations that come up.
•From an SEO perspective, certain brands and industries may lose potential traffic and opportunity if they have not already taken up social media.
•Social media will continue to grow with search engines as it continues to move towards social commentary to determine data relevance.