How to Optimize your Twitter Account

Social Media has become a powerful marketing tool, allowing interested customers to connect and build a relationship with a brand, even when they’re not actively engaged. Google’s 2009 introduction of real-time search results was an important boost to marketing via social media. When used properly, a Twitter account drives web-traffic. Every tweet can be used for search engine optimization with a profile whose messaging and activities use the right techniques.

When creating a Twitter account, the handle should be selected carefully. Just like a brand name, it’s the first thing a person sees; an introduction. On Twitter, a handle, or username, also acts as the profile’s URL, so making it memorable, and short. Brevity is the key on Twitter, as users only have 140 characters for each message. A lengthy username makes them less likely to tweet the handle, and therefore, less likely to spread brand awareness.

The Twitter account name appears next to the username. When choosing this, it’s a good idea to try to incorporate the variation of a brand’s name that has the highest search frequency every month. For example, a handle like “JoesSubs” would be served with an account name like “Joe’s Sub Sandwiches”. Use a service like Google AdWords to determine this.

An account bio should be optimized to encapsulate a mission-critical statement, which is indexed by search engines. A Twitter profile crafted to search engine optimization will relay the business’ core message. A bio still only allows 160 characters to work, but 20 more than a tweet should allow a more nuanced message. Finally, don’t forget to add a website URL in the account settings.

Once created, it’s time to get followers. Followers help to reach a new audience, as each tweet which is retweeted, and each user recommendation to others as being a good profile to follow will net web presence. Put out a call to action in other places, such as the business’ website or Facebook page. The Twitter URL should also be added to the home-site’s global footer to create search engine optimization for the Twitter page, and drive web traffic.

When constructing a tweet, always keep in mind it will be indexed, and how a message is phrased will impact how it appears in a search. The first few words have a huge impact on a tweet’s search engine optimization. The first 42 characters are used by search engines to construct a tweet’s title tag, which is what a user is scanning in query results. Start each message with a business-relevant keyword phrase whenever possible to stand out in a follower’s feed, and push the profile to the top of search results. The trick is balancing index relevance with message content.

Content is the key to retweet ability, which garners more followers in the long term. Whether humorous, informative, or offering a deal, tweets shouldn’t just be a mash-up of buzzwords. Keeping it brief is also key. A short message, under 120 characters minimum, allows users to add “RT @YourHandle” and their own comments; hopefully their own call to action for others to check out the brand.

Users pay more attention to tweets when they expect interesting content. Use backlinks to redirect them to the brand’s website’s content. Bit.ly link shortener tracks the traffic each link generates and is an excellent tool for figuring out what content creates the most traffic. Use this data to refine a tweet’s search engine optimization. Throwing in links to subject-relevant information, but not on the brand’s website may seem counter-productive, but will garner more clicks and interest in the long term.