Guest column by J.R. Johnson
Last week I did a simple Google search. I was looking for an old article about “bootstrapping” written by a woman named “Mitra,” so I did a search for “Mitra bootstrapping.” The number one result was from Twitter. It was a page containing a single tweet by Ms. Mitra which mentioned bootstrapping.
No big deal you say? Well, let’s consider a couple of other things. Timing and position.
First, she wrote the tweet only two weeks earlier and it was already the number one result. If there was no other content online matching my search, that would be one thing, but Ms. Mitra has written extensively about bootstrapping for her own blog, for Forbes Magazine, and she has written books on the subject which are all over Amazon. Each of these shows up in the results, but all below the link to Twitter.
Historically, Google’s algorithm relies heavily on inbound links to help determine if a page is important and therefore where that page should rank in the results. This is a complex algorithm that Google is constantly tweaking, so by they time you read this, the results for the search I described above may even be different, but the message to take away remains. The priority that Google is giving to Twitter content represents a major change to the way the algorithm has historically worked. For Google to assign such a high priority to Twitter content, it must see Twitter content as being extremely relevant and valuable.