Twitter is getting massive and, as such, it is an inevitable aspect of your social media campaign.
However, with the number of competitors promoting themselves on this social networking channel, just creating a Twitter page for your business is not enough.
You need to get creative and optimize your Twitter account perfectly to boost its online exposure and increase user engagement.
Unfortunately, when optimizing their Twitter profiles, many marketers forget an important fact. In 2015, Twitter and Google formed a partnership. As a result, Google gives Twitter profiles a greater visibility in the SERPs. Therefore, to get the most out of your online presence, you need to optimize your Twitter marketing efforts for search engines.
Here are a few simple Twitter SEO tips to try out.
Optimize for the Right Keywords
Just like Elevate Digital, a Hong Kong-based SEO agency, puts it, SEO is all about finding easy-win keywords and utilizing them intelligently.
So, why not do the same with your Twitter profile?
For starters, add your best performing keywords to your bio so that Google can understand what your site is about. Your Twitter bio is basically your meta description. It shows up in the SERPs, telling both Google and your users what your page is about. Precisely because of that, you need to try to find a perfect balance between your keywords and quality content in these 160 characters. Try to include your major keywords and yet not to spam it. Make it intriguing, informative, and catchy to entice people to click on your link.
You should also use these phrases within your tweets, as well as images you publish. This is how you will make your Twitter content more visible to both Google and Twitter searches.
If you pay attention to Backlinko’s channel, you will see that they insert their keywords into most of their tweets. In this exact example, you can see that Brian Dean used the “link building” keyword several times in his post description.
In some of his previous articles, Brian Dean even emphasized that longer content descriptions on social media can give your clicks and engagement a notable boost.
Hashtags are the basis of your presence on Twitter. They increase your visibility, put you in front of the right audiences, and tell users what your page is about.
Now, there are several ways you can use your hashtags.
One of the most effective ways to do so is to create a branded hashtag. This is what all big brands do. Just remember amazing hashtag campaigns.
For example, Loreal launched the #WorthSaying campaign to encourage women to talk about things that matter to them most. The campaign was supported by celebrities, including Blake Lively, Jennifer Lopez, and Eva Longoria and, as such, gained lots of traction.
Coca-Cola is also famous for its great hashtag campaigns. For example, for their #ShareACoke, they also launched a website where people could order their personalized bottles. Above all, they collaborated with many celebrities like Selena Gomez to boost the visibility of their campaign.
Sure, you need to inform people about your hashtag and encourage them to follow it. For starters, add it to your Twitter bio and make sure it’s visible. You should also encourage people to use it when tweeting content featuring your brand or products. This may skyrocket your brand visibility and awareness.
Apart from creating your own hashtags, you can also leverage the existing ones.
Start following the major influencers on Twitter to see what hashtags they use. This is where hashtag tracking tools may help you. For example, Twitonomy will provide you with a list of top ten hashtags your target influencers use. Another super cool tool is Hashtagify that reveals top 10 hashtags relevant to your keyword. It also tells what the popularity of the hashtag is and even provides you with a list of influencers using that hashtag.
Now, no matter how important it is to optimize your tweets for your major hashtags, don’t overuse them for a single post. This may look too spammy and turn most of your followers away. Instead focus on a few most relevant hashtags (ideally, up to 3 hashtags per tweet).
It’s also a good idea to analyze your hashtags to understand whether they engage with your audiences. Twitter Analytics may be your good starting point.
Start by introducing yourself. Just like I’ve already mentioned, Google indexes your bio regularly, so it needs to be perfect. It’s also the first thing people will see when visiting your Twitter page. This is why you need to use these 160 characters creatively. Explain who you are in a plain and concise manner. Add a sense of humor to hook your audiences and humanize your brand. Insert @mentions, #hashtags, as well as the inevitable link to your website.
And, the right example of how humor can make you stand out from the rest is Tom Hanks’ Twitter bio:
Another great example of an impeccable Twitter bio is, unsurprisingly, Starbucks.
Their “Inspiring and nurturing the human spirit—one person, one cup, one neighborhood at a time,” serves as their value proposition, helping them set themselves apart from their competitors. Along with their short brand description, they’ve added all key elements mentioned above, such as their location or link to a website.
You should also pay attention to your profile photo. Before uploading it, make sure you edit the filename and include your keywords (separated by dashes) in it. Even though it cannot boot your rankings significantly, this will make your photo readable for Google. Make sure the photo is relevant to your brand.
Connect with your Audiences to Encourage Retweets
Twitter is all about brand-customer interactions and providing real-time feedback.
You need to track the use of your hashtags and brand/product mentions to start a conversation with your customers and encourage them to comment on your posts actively. This way, you may earn loads of mentions, likes, and retweets and boost your visibility in the overcrowded Twitter’s feed.
You could even connect with the major influencers on Twitter and start building relationships with them. By retweeting their content regularly and engaging them, you may get them to retweet your content and send loads of new followers to your Twitter page.
One of the simplest ways to encourage people to share your hashtags and retweet your content is to host a Twitter giveaway. The rules are simple- to participate, a follower needs to retweet your post.
This is exactly how Pittsburgh Steelers earned over 18K retweets:
Make your Page more Visible
Your goal is to expand your Twitter page’s visibility and get it noticed by the right people.
There are a few ways to do so.
For example, you can add a Twitter handle on your site. This is the easiest way to encourage website visitors to go to your Twitter page and engage with your brand there. Most importantly, social media handles are super-effective because they increase your credibility and build multichannel communications with your audiences.
Here is how HubSpot implemented social media handles to the bottom of their homepage, right below the “Connect with the HubSpot” support CTA.
Add Videos and Images
The recent report by HubSpot emphasizes that tweets with images receive 150% more retweets than those without images. Obviously, using visual content on Twitter plays a fundamental role in customer engagement and conversions.
Sure, you shouldn’t post a random image or meme just because it’s hilarious. On the contrary, always make sure your visual content is relevant, engaging, and high-quality.
The same goes for videos. According to WordStream, more than 80% of Twitter users watch videos on the platform. So, by posting a short video to your next tweet to promote your new product, service or brand may significantly increase your brand awareness, boost engagement, and inspire more people to visit your site.
Publish Content Consistently
When building their presence on Twitter, many marketers go with the famous “the more, the merrier” approach. However, this is wrong for a few reasons. First, Google may see your content as spam and penalize you. Second, too many posts may annoy your audience into hitting “Unfollow.”
Precisely because of that, it’s important to post your content strategically. Build a social media calendar, make a list of your tweets in advance, and choose when exactly you want them to go live. There is a bunch of social media management tools that may help you schedule your content promotion on Twitter.
For example, with Commun.it, you can identify and share top curated content on Twitter and share your content at optimal times. Above all, you can build relationships with your followers and track your performance in real-time.
Now, as for choosing the right date and time for your posts, SproutSocial found that the best day to publish content on Twitter is Friday, while the safest time to post on this social network is every day 10 am to noon.
Sure, you should always check when your audiences are online and adapt your scheduling strategy to them.
In 2019 and beyond, Twitter will remain one of the most significant social media channels. And, if you don’t optimize your account properly, you will start lagging behind your competition.