Google’s Algorithm Update and Your Social Media Strategy

In the ever-evolving landscape of digital marketing, staying ahead of search engine updates is crucial. Recently, Google Search rolled out significant changes, reshaping the way content surfaces online. One major takeaway? X, formerly known as Twitter, is relevant again!

With these changes, Google is updating how it presents and prioritizes information to users. That’s right – it’s time to decipher new rules of engagement in the digital sphere again! The good news is that, by dissecting these changes, we can recalibrate our marketing strategies accordingly.

For those who might have missed the memo, here’s a breakdown of what’s new when it comes to Google’s algorithm update and how it impacts your social media and digital marketing strategy:

  • Content Relevance and Quality: Google’s updates stress the importance of delivering helpful content over outdated tactics like keyword stuffing or dubious SEO practices.
  • Multimedia Importance: Google’s search algorithm updates highlight the increasing significance of multimedia content such as videos, images, and infographics, which now receive greater visibility in search results.
  • User Experience and Accessibility: There’s a heightened focus on optimizing social media profiles and content for seamless user experiences, reflecting the growing importance of UX and accessibility.
  • Featured and Rich Snippets: The emergence of featured and rich snippets poses both challenges and opportunities for social media marketers. Crafting concise, informative snippets can enhance visibility and credibility in search results.

Meanwhile, Google’s recent updates to Search have significant implications for businesses and their audience engagement strategies. One notable change is the integration of content from X, formerly known as Twitter, directly into search results. This departure from past practices certainly prompts a reassessment of social media strategies.

Traditionally, X’s volatility led to cautious recommendations from social media managers and directors like me. In fact, in November 2022, Epic Marketing began advising clients to pause use of X if it was not a key part of their strategy. For clients who wished to stay on X, we suggested they consider paying for account verification. All this was done out of extreme caution given the tumult happening on the social media platform. Our goal was – and continues to be – ensuring each client profile stays secure!

However, the landscape is evolving. With Google’s recent algorithm update, X emerges as a key tool for enhancing the online visibility of a brand, business, or organization. Now, if a brand has an active presence on the platform, you’ll notice their X feeds prominently displayed in search results. I’ve seen these results come up for large entities and local news outlets, among other examples. 

How the Recent Google Search Updates Will Shape Your Social Media Strategy
A visualization of how content from X, formerly known as Twitter, integrates directly into Google search results.

This development elevates X as a significant player in search engine results pages, prompting us to reconsider how we leverage it. Internally at Epic Marketing, discussions are underway about leveraging X for our own updates. You could say we are cautiously exploring X as a new player. One idea has us focused primarily on posting and sharing text-based content to feed the social media beast.

In light of these developments, investing in X Pro with a premium subscription emerges as a prudent move. This upgrade not only bolsters account security but also unlocks additional features. These features include extended character limits, enabling more impactful communication.

While it may seem unconventional for us to advocate for a paid subscription to a social media platform, there are significant safeguards and benefits that accompany such an investment. Opting for a verified account through a paid subscription provides security measures and advantages.

  • Account Security: Paid subscriptions often come with heightened security measures, including enhanced account protection against hacking attempts and unauthorized access.
  • ID Verification: Some platforms offer ID verification as part of their paid subscription service, which adds an extra layer of authenticity and trustworthiness to your profile.
  • Encrypted Direct Messages: Paid subscriptions may offer encrypted messaging features, ensuring that your private conversations remain secure and protected from potential breaches or eavesdropping.
  • Advanced Analytics: Subscribers typically gain access to advanced analytics tools, allowing for in-depth insights into audience demographics, engagement metrics, and content performance, which can inform more targeted and effective marketing strategies.

By investing in a paid subscription and obtaining verification on a social media platform, individuals and businesses can not only safeguard their accounts but also leverage additional features. These tools can strengthen their online presence and engagement with their audience. Paid subscribers often enjoy the privilege of longer character limits for posts, enabling more detailed and comprehensive communication with their audience. Additionally, access to longer video upload options can be advantageous for content creators.

With the resurgence of X content in Google Search results, it’s imperative to fine-tune your social media game plan. Here are some recommendations to maximize your reach and engagement.

  • Prioritize Quantity: Aim for at least three tweets daily to maintain an active presence and increase your visibility.
  • Reuse Content: Don’t shy away from recycling previously used content, ensuring that your messaging remains consistent across platforms.
  • Optimize for Search: If directing traffic to your X profile is the goal, focus on crafting text-heavy tweets. Conversely, if driving traffic to your website is the objective, incorporate visually engaging images accompanied by relevant links.

Right now, our action plan for current clients starts with informing everyone of this new direction. We’re telling clients that it’s time to reignite their presence! It’s all about aligning with the revised social media strategy and capitalizing on Google’s algorithm changes.

A screenshot of how American Airlines X feed, including videos and images, displays on Google's search engine results page.
A screenshot of how American Airlines X feed, including videos and images, displays on Google’s search engine results page.

Also important to highlight is that videos shared via X will not only be visible on the platform itself but will also feature prominently on Google’s SERP (search engine results page). This integration underscores the significance of leveraging video content effectively, particularly for businesses aiming to maximize their online visibility and engagement. However, if your brand is not too invested in video, a simple link and an appropriately sized image remain an effective X content strategy.

If you had to go back and reread our suggestion to prioritize quantity – not quality – you are not alone! This goes against everything I’ve traditionally learned as a social media manager. For any other platform or mode of communication, I would emphasize quality. (Focusing on quality is key for websites navigating Google’s other recent changes.)

One detail that is driving our recommendation of prioritizing quantity is that any links posted to X are hot links. What’s a hot link? In hyperlink terms, this means that clicking on a tweet preview will instantly deliver you to the source information. So, X has the potential to deliver folks directly to your own website. But remember, avoid using a link shortener. People are much more likely to click if they know where the link leads, and a link shortener can hide that information.

Additionally, I do believe we can focus on quality and quantity at the same time. Sure, you can post and post and post. But you can do so while also sticking to your high standards. In other words, it’s time to dust off your tweeting skills.

As you attempt to craft the perfect message in this new X world, find tools to help aid in quality content creation. What capabilities do you already have in your arsenal? ChatGPT can assist in creating double, triple, or even quadruple the amount of content you need to have for X. Or, generate text on-demand with Grammarly’s AI features. Of course, before you post, review and fact-check! This way you are not completely sacrificing the quality of your content for the quantity. 

In essence, the Google Search update and reemergence of X underscores the evolving nature of digital platforms. Digital landscapes are constantly changing, so make adaptability your key to staying relevant. It’s about finding the right balance between embracing new opportunities and mitigating potential risks.

With Google’s latest search updates, embracing X as a strategic tool can yield substantial dividends in terms of brand exposure and audience engagement. By proactively adjusting our social media recommendations, we’re poised to navigate these changes seamlessly and unlock new avenues for growth.