Twitter Retweet Significance to Digital Marketing Agency Strategy

The power of Twitter as a means by which information is spread quickly and succinctly across the world’s online social media highway is indisputable, and as part of the digital marketing agency mix, it has become an important part of online brand awareness and brand management.

For digital marketing agency specialists however, the power of Twitter does not lie in the traditional SEO link-building sense, for links from Twitter don’t carry PageRank (Google’s determination on the importance of a particular website or page). Instead, the power of Twitter to a digital marketing agency is its value as a digital ‘word-of-mouth’ tool - until quite recently it seems.

One of Twitter’s functions however has recently been put to the test by the guys at SEOmoz to see how Twitter, if at all, has a direct result on the SERPs for particular products and keywords by encouraging Google to index pages more quickly. What we’re talking about of course is the marketing possibilities of the Twitter Retweet (RT), which allows Twitter members to ‘retweet’ the tweets of others that they find useful and wish to share with their followers.

SEOmoz performed a straightforward test on new products that were to be launched online for a period of 48 hours. They promoted each product using SEO techniques from one of three categories, Twitter links only, site architecture links only and both twitter & site architecture links. Their findings (SEOmoz were careful not to promote these as ‘absolute truth’) suggest that Twitter retweets can give some benefit to search results by indicating to Google that a link is of greater importance because of the ‘approval’ status given it by those retweeting. A minimum of three retweets per product appears to have generated the most significant results when comparing Google’s speed at indexing the relevant product content. The triple retweet is also discussed in a separate online triple Twitter retweet conversation.

Twitter and other social media are important tools that can be utilised within digital marketing agency campaigns, and online businesses that embrace this versatile digital marketing channel can only improve their online brand awareness.