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Twitter is a frequently cited marketing tool, but it's usually quite different from articles discussing your SERPs ranking. Twitter can increase your audience, provide you with customer service channels, and improve audience engagement. It’s not generally considered something that will raise your Google ranking.

The primary reason for this, I assume, is because Google doesn’t have wholesale access to Twitter for indexation purposes. They have to crawl it just like they crawl everything else. They tried integration once, with the so-called firehose, but that fell through. Since then, Google has been leery about using third-party data streams for their apps, and instead, just use their own scraping and crawling engine.

That said, you can still get quite a bit of SEO value out of Twitter if you know what to do. Or, coincidentally, if someone presents to you an article of tips for what to do.

The Art of Using Keywords

Try to maintain consistent communication and include similar keywords you use on your website. Remember that hashtags play the role of keywords for Twitter; they improve your searchability and help people find your content. Therefore, turn your essential keywords into hashtags because thanks to them, each one of your tweets will appear in the Twitter search for a specific topic and in Twitter’s Trends Feed. However, avoid overusing hashtags for a single update as this might look spammy and discourage your potential followers.  It’s optimal to use up to 3 hashtags for a single tweet. Feel free to add them at the end of a link to an article explaining its field or category.

Once in a while, analyze which hashtags bring you the most engagement: clicks, retweets, likes. Then, optimize your profile by focusing on the more effective ones. Review your results using Twitter analytics and find out what works best for your business.

Bio

Your Twitter bio is your one chance to romance Twitter’s search engine and the visits to your profile in 160 characters or less. Use super relevant keywords and hashtags.

When considering which hashtags to use be aware that the hashtags you use in your bio will be clickable and could also be a distraction from your bio. If someone does click through the hashtag be mindful you are not driving them to your competitors if you are using an industry hashtag. Stick with branded hashtags or ones where the pros outweigh the cons.

Images

For business brands, use a version of your logo that is easily recognizable and representative of your brand. Think about color, image size, and how it will look from a mobile device.

Compare your header image to a magazine cover. Change it monthly to match your monthly editorial calendar.

Feature promotions or a visual that tells a story about what’s happening that month with your brand. For example,  your team, a trade show, book launch, new product release, a featured story, or even tiring in a holiday or special event.

Be sure to optimize all images by saving the image file name with branded keywords to increase the chances of being found in an image search.

Open up Your Twitter DM

If you want to make your brand more approachable on Twitter and optimize your accessibility, take the privacy off your direct messages. How do you do this?

Go to the Twitter settings page and click on the Privacy and Security tab. Scroll down the page, go to the direct message option, and checkmark the “Receive Direct Messages from anyone.”

Link to Your Website

Including a link to your official website is a strong call to action. Consider which page would be most appropriate and where you want to send your followers. There are plenty of options, however, by SEO standards, most authority usually belongs to the main page of your company’s website, so this is going to be the most reasonable choice. In the case of any temporary campaign or event, you can always link to a special landing page.

Make sure that your websites like Facebook, Instagram, YouTube... link back to the Twitter account. Mutual linking not only brings more valuable traffic but also gives your profile more credibility in the eyes of Google.

Customer Service Twitter Tools

Since 80 percent of customer service requests happen on Twitter, there’s a compelling reason why brands are leaning into optimizing customer service with Twitter.

In the past year, brands can choose from customer service tools including direct message deep links, customer survey messaging, profile notifications signifying a brand’s response time, and also whether the profile is the correct username to provide support.