Facebook and Twitter Now More Important to Search Rankings?

Microsoft has inked deals with both Twitter and Facebook to integrate Twitter and Facebook updates into Bing search results. There is a good chance that Google will be making similar deals, but even if they don’t, the Bing deals make it all the more important for marketers to be found in real-time searches.

Do you spend anytime trying to be found in real-time searches? Discuss here.

A while back WebProNews compiled a list of five tips for getting found in real-time searches, which basically boils down to staying in the conversation for relevant topics that people are searching for. The tips were:

1. Use keywords
2. Talk about timely events
3. Have a lot of followers
4. Promote conversation
5. Include calls to engagement

I elaborated on each of these in the previous article. Social media is viral by nature, and real-time search is nothing more than putting things in chronological order. You have to keep people talking to stay relevant "right now."

That said, we don’t know all of the details about how Bing will be integrating its Twitter and Facebook results into the rest of its results yet. They have made available a beta tool for people to mess around with for searching tweets with Bing. "You can now search for what people are saying all over the web about breaking news topics, your favorite celebrity, hometown sports team, and anything else you use Twitter to stay on top of today," says Paul Yiu of Bing’s Social Search team.

A spokesperson for Microsoft tells WebProNews, more specifically, the new Twitter developments in Bing include:

A real-time index of the Tweets that match your search queries in results. This feature makes it easier to follow what’s going on by reducing the amount of duplicates, spam, and adult content.
Giving you the option to rank tweets either by most recent or by “best match,” where we consider a Tweeter’s popularity, interestingness of the tweet, and other indicators of quality and trustworthiness.
Providing the top links shared on Twitter around your specific search query by showcasing a few of the most relevant tweets. Additionally, Bing automatically expands those small URLs (like bit.ly) to enable you to understand what people are tweeting about. Instead of showing standard search result captions, we select 2 top tweets to give users a glimpse of the sentiment around the shared link.

Right now, Bing already displays some Tweets for certain people results at the very top of the results page. That’s a good place to appear.

The deals with Microsoft and the possibility that similar deals could occur with Google make social media marketing all the more important to marketing in general, and specifically search engine marketing. Where social media has generally fit into the SEO equation thus far, has been the promotion of content, which inspires links and conversation, which can in turn help search engine rankings.

Now, if status updates and tweets become directly integrated into search results in Universal Search-type fashion, for example, it will be not only be about promotion and outside links, it will be about direct exposure right in the results, not unlike the importance of online video right now (as you’re probably aware, videos are often displayed prominently on the first page of Google results).

Now, forgetting about Google for a moment, pretend that the deals with Microsoft, which are already confirmed (though not exclusive), are all you have to go on. You may also recall that Microsoft has a certain deal in the works with Yahoo. This (if everything goes according to plan) will see Bing results taking over Yahoo’s own. Yahoo may still be controlling the front-end of its search, but Bing will be controlling the back-end. Ranking for Bing will mean ranking for Yahoo.

So with Yahoo, Twitter, and Facebook deals all in place for Bing, getting found in real-time searches may not only mean getting found in Twitter searches, Facebook searches, and such. It may also mean getting found in Bing searches and in Yahoo searches. That’s pretty much the meat of the non-Google U.S. search market.

Now consider that Google may have similar deals with Twitter and Facebook in the works. Kara Swisher who broke the news about Microsoft’s deals says Google’s been talking with both social networks. Still think real-time search and social media are not worth your time?

Do you think deals with Bing and potentially Google will have a big impact on traffic from Twitter and Facebook? Share your thoughts.