1. TWEETS RANKINGS In the biggest study of its kind, Branded3 prove that tweets do affect rankings.Key Statsƒƒ Study shows that URLs receive a significant boost in Google rankings when they are shared on Twitter IMPACT ON BRANDS Brands need to be encouraging usersƒƒ The effects of this boost seem to level out at around 50 tweets, and to retweet links to commercial pages as the subsequent benefit of gaining additional tweets is minimal until part of their social media campaigns, in around 5,000 tweets order to take advantage of the increasedƒƒ After 5,000 tweets the average ranking of URLs improves considerably rankings that this strategy can deliver.ƒƒ URLs receiving over 7,500 tweets almost always rank inside the top SEO benefits can help tie social media 5 results activity to revenue figures and encourageƒƒ Average rankings are heavily correlated to the number of tweets about further investment in the channel. each URL Average ranking across all URLs 54.17 Average ranking for urls with over 500 tweets 45.81 Average ranking for urls with over 1000 tweets 40.76 Average ranking for urls with over 5000 tweets 30.51 Average ranking for urls with over 7500 tweets 4.96About the study ObjectiveUsing our own award-winning Twitter petition site; With over 140 million active users, Twitter has well and trulyTwitition.com we conducted a study into the effect of tweets taken the social media world by storm, and using it hason rankings in Google (no other search engines were used become an integral function of everyday life.for this study). This is the biggest study of tweets conductedanywhere in the world, and we think it’s produced some For years, the SEO industry has questioned the value ofreally interesting results. tweets in rankings, and whether the number of tweets about your website has an impact on your rankings; but nobodyWhen someone signs a Twitition a tweet is sent from their has ever undertaken a meaningful study over a substantialaccount, thus starting the viral effect; so in this instance, we amount of tweets to try and find out the answer; until now.are making the assumption that the number of signaturesequals the number of tweets about that specific URL. Our aim was simple, to find out whetherOur study was just for the Twitition website, and similarconclusions may not be drawn for all websites, however the amount of tweets to a specific URLwith over 1.4 million Twitter followers and 7.6m signatures affected the url’s ranking on Google.across 198,000 Twititions; Twitition is the perfect utility forthis research.
2. What we didWe collected our data from Twitition on 28th February 2012,which included the Twitition short URL; the Twitition’s nameand title; the Twitition’s start date; and the Twitition’s number ofsignatures (tweets).There were a number of Twititions which were not included in thestudy, as some had little or no signatures, and we didn’t want thedata to become overwhelmingly skewed with ‘lower end’ tweets.Our sample size consisted of 8,528 Twititions - a large enough 1-99 100-499 500+sample to provide statistically significant and mathematically TWEETS TWEETS TWEETSsound results. we divided the twititions intoWe divided the Twititions into the three following groups: three different groups based on the amount of tweets »» 1-99 tweets (5,322 Twititions) »» 100-499 tweets (1,382 Twititions) »» 500+ tweets (1,824 Twititions)We then checked the rankings by removing any special charactersfrom the Twitition titles, taking the first four words from the newTwitition title, and checking the rank for Twitition.com from that oneto four word phrase in Google.For example, a Twitition with the title ‘We want Justin Bieber inSalvador, Bahia, Brazil!’ became ‘We want Justin Bieber’. a Twitition with the title ‘We want Justin Bieber in Salvador, Bahia, BRAZIL!’We gathered the rankings on 6th April 2012, and collated the results became ‘We want Justin Bieber’into graphs to reflect any correlation.What we foundTwititions with 1-99 signatures (tweets) Twititions with 500+ signatures (tweets)Between 1-50 tweets provided a significant rankings boost, • This provided the most interesting resultsas shown in the graph in Fig. 1. • There is a much stronger, positive correlation • The average ranking positions were as follows:Twititions with 100 – 499 signatures (tweets) »» Over 500 signatures (tweets) = 46The boost levels out and doesn’t seem to provide a major »» Over 1,000 signatures (tweets) = 41additional increase. »» Over 5,000 signatures (tweets) = 31 »» Over 7,500 signatures (tweets) = 5 The graph in Fig. 2 shows the Google ranking positions for URLs over 1,000 tweets. This shows that from 7,500 tweets, you’re almost guaranteed first page rankings. 500 1000 5000 7500 SIGNATURES SIGNATURES SIGNATURES SIGNATURES
4. Summary What this means for brandsWhat our findings show, is that tweets appear to provide Most brands understand the need for social engagementa rankings boost up to 50 tweets, but anything from 50 to but relatively few have plans in place to actively encourage1,000 tweets, don’t really affect the ranking any further. users to share links to their primary commercial pages. Now that the correlation between tweets and rankings has beenFrom 1,000 tweets onwards however, a URL’s ranking is demonstrated, we are recommending that brands developsignificantly boosted, and URLs with over 7,500 tweets rank strategies to build more social engagement using tactics suchon the first page. as ‘retweet to enter’ style competitions, and other innovative social media ideas designed to encourage customers andOf course, there are so many factors at play here; URLs with fans to share commercial pages and help improve rankings.lots of tweets are more likely to have media coverage andhave links from blogs and news sites, and also many of theTwititions with over 1,000 signatures will be specialised andso will rank higher as they’re in a small niche; but our study About Branded3has conclusively found that there is a correlation between Branded3 is an award-winning Digital and Search Agencynumber of tweets and Google rankings. made up of experts, specialists and artisans who deliver business-changing results for our clients. Adopting a holisticWhilst you can never prove anything in the unpredictable approach, Branded3 integrate Design, Build, SEO and Socialworld of SEO, our study is the biggest of its kind, and we Media to deliver a user-focused, technically robust andhave succeeded in what we set out to do. search and social optimised web presence. The fusion ofObviously, correlation does not imply causation and we are these expertise delivers better engagement with customers,fully aware that sometimes URLs which receive a lot of tweets improved conversions, higher rankings and increased traffic;also gain attention from bloggers and other websites, and it accelerating business growth.might be these links that are influencing rankings. It would be Branded3 partners with ambitious brands such as Interflora,impossible to completely isolate these factors in the study. Malaysia Airlines, Vue Cinemas, Ann Summers, Betfair, Auto Trader and Illamasqua. For more information, please visit www.branded3.com or follow us on Twitter @Branded_3. www.branded3.com www.twitition.com email@example.com © Copyright Branded3 2012. All rights reserved.