Twitter SEO? Think Twylah.

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Every person or business has probably had that “Aha!” moment when they see their tweet show up in a Google Alert.  Of course, with Google Realtime Search probably relaunching with Google+ data to replace tweets, your tweets may not appear on Google but are still being indexed by all of the other search engines.  Every time you tweet, there is a chance that your message will be retweeted or even linked to, but a majority of the time your tweet becomes a fleeting piece of data that is lost in time and buried together with the billion other tweets that exist.

Many businesses, through proactive content curation and a social media strategy that guides them into becoming the resource for their industry by sharing a lot of content, send out a lot of tweets on a daily basis.  Is there a way that these tweets can somehow be used in a way to not only better brand their Twitter presence but also receive some SEO benefits?

Yes, there is.  And it’s a service that you might not have heard of but should be signing up for if you’re excited about the prospect.It’s called Twylah.

Don’t be confused when you see their home page, as their current marketing pitch is that Twylah allows you to create a custom branded page for your tweets.  There is no doubt that this can be done.  But after kicking the tires of Twylah for several weeks and getting to know their founders Eric Kim and Kelly Kim, who graciously agreed to be interviewed as part of this blog post, I can tell you that Twylah is about much more than just that. And it can be an absolute game-changer in terms of harnessing the potential SEO value of your everyday tweets.

Let’s first start with the question: What is Twylah?

The founders of the company put it this way:

Twylah helps you significantly leverage your Twitter efforts.  Currently, individuals and brands are spending a lot of time on Twitter, and not necessarily seeing direct returns on their investment.  Twylah is a tool that captures the value of your Twitter efforts and allows you to realize true returns.  We do this by creating engaging, navigable websites of your tweets, which we call “Twitter Brand Pages.”

Here is what a Twylah Twitter Brand Page looks like:

Twylah Twitter Brand Page SEO

What you’re looking it, in essence, is another completely branded Twitter profile page.  The background is a JPG image similar to how you can customize your own Twitter background.  But if you look closer, you begin to see what else this branded page of your tweets offers:

  1. Your tweets are being dynamically categorized based on what you tweet most.  I tweet a lot about social media, LinkedIn, Twitter, Facebook, business, and social media books, so these tweets have now been categorized on these category pages.  In other words, if one of my followers wants to see what I’ve been tweeting about relating to LinkedIn, they can get that information much more easily on my Twylah page than doing an advanced Twitter search.
  2. The tweets are being displayed very attractively by visually promoting any image or video that is contained in the website where the link is leading to.
  3. It is possible to engage with any tweet easily through the convenient reply and ReTweet buttons that are provided.
  4. For any topic I can see which are both the “trending tweets” as well as the most recent tweets to easily navigate and find the types of tweets that I am looking for.
  5. Your Twylah page promotes YOU by including links back to your homepage, a follow link, as well as Google+, Facebook Like, and Tweet buttons at the very top of your page.
  6. I saved this for last, but you’ll see there is a box at the bottom righthand corner that includes an advertisement for my new LinkedIn marketing book.  Can’t customize your Twitter profile with an advertisement, can you?

Hopefully, if you’re one of Twylah’s targeted users, you’re already getting excited.  As Twylah said, “We are targeting Twitter publishers (brands and personal brands), who consistently create and curate valuable content on any topic.”  Hopefully, if you’re active in social media, that would include you!

Let’s now take a look at understanding what the prime business benefits of using Twylah are.  As the founders of Twylah eloquently said,

Tweets on Twitter vanish in a matter of minutes, maybe an hour if you are lucky, so all of your returns or rewards for your Twitter efforts vanish within that timeframe as well.  If you create a Twylah page, however, we capture this value for you, giving your tweets a second life.  We actually transform tweets into real monetizable assets.

And there already some early adopters singing the praises of Twylah:

Robert Scoble: “Twylah lets media brands and celebrities monetize their Twitter stream

Jeff Bullas: “How To Send A Power Tweet That Increases Engagement by 400%

The founders of Twylah shared with me just one of many anecdotes of Twylah success stories:

Our favorite story is how a one-month old tweet was found on someone’s Twylah page via Google, then “liked” on Facebook, which in turn, drove about one hundred additional visits back to this user’s Twylah page.  As we all know, a one-month old tweet on Twitter is long since dead and gone, and therefore has exactly zero value.  On Twylah, this same tweet drove a lot of traffic to someone’s site, which added significant value.

Let’s concentrate now on the 3 major business benefits of using Twylah:

1) You can potentially monetize your tweets through placing ads on your Twylah page.

The Twylah founders shared with me that ads and sponsorships on Twylah pages really work. In limited client pilots, they’ve seen click-through rates on ads 10-35 times higher than the industry average.

I tested this out with the link in my own advertisement box.  Although the data sampling was small, it turns out that I had a click-through of 1.7%, which is several times the CTR for Google AdSense ads that appear on my website.  Either way these are clicks that would have never happened if the tweet was seen on Twitter.

2) Power Tweets give your tweets a while new life by bringing visitors to your Twylah page.

It’s great to be able to show adverts on your Twylah page, but how do you attract people to visit the page?  That’s where the “Power Tweet” comes in.

A “Power Tweet” is a bookmarklet that Twylah provides you to add to your browser as a shortcut to allow you to create a tweet from any web page, similar to how a “Hootlet” from HootSuite works, and creates a special link that will lead the visitor not directly to the content, but indirectly to a link to the content on your Twylah page using the twy.la shortener.  Of course, once there, readers are spending a lot of time looking at more than that one tweet, especially if it falls into one of the categories that is “indexed” on your Twylah page.  This gives your tweets a whole new life, and when people start engaging with your Twylah page, they are doing it on your domain, not Twitter.com.

Of course, if every tweet that you sends out leads to your Twylah landing page instead of the actual content, some of your followers might get perturbed.  That’s why it’s important to use the “Power Tweet” often enough to drive traffic but not too often.  I aim for one such tweet a day, and I try to make sure that the copy is keyword/topic rich to pull in related tweets on my page.

If you’re curious, here are some sample Power Tweets curated personally by the co-founder of Twylah, Eric Kim!

3) The SEO benefits of Twylah are real.

A Twylah page, and all of the tweets within it, get indexed by Google even though your tweets don’t.  But it’s when you add Twylah to your website, through setting up a CNAME on your domain (e.g. tweets.windmillnetworking.com) and pointing it  it to Twylah where the fun really starts.

This may not be a popular search term, but typing in “LinkedIn trending tweets” brings the following results:

Obviously, when someone clicks on that, they are then on my domain with my branding, making it easier to engage with them and get them to come to my own website.  These are also additional views on my tweets NOT coming from Twitter but SOLELY from the SEO benefits of Twylah!

But am I getting any visits from search engines because of Twylah?  Below are my Google Analytics for my Twylah page from the past month:

To prove this fact, let me share some conversations I had with Alan Berkson, founder of the business strategy advisory service Intelligist Group, about his experience with Twylah.  In his words:

Do a google search for “Influence Measure Optimization”. How far down is tweets.intelligistgroup.com? That subdomain has been around for a week.

Now do a search for “Alan Berkson”. How far down is my twylah account? It’s only been around < 1 month yet is better optimized than content that has been around for years.

The value proposition is interesting….the Power Tweet, which creates a landing page for that tweet AND related tweets is really the heart of it. I’ve already seen higher response on blog and link hits, as well as search engine response.

Create valuable content consistently. Keep your promotions out of the stream (it doesn’t work anyway). Promote your Twylah page instead.

Have you set up your own Twylah page?  What have your experiences been?  What about those who have clicked on a Power Tweet and engaged with a Twylah page?  Please share your thoughts with us!  Thanks!

(if you just can’t get enough about Twylah, here’s an added bonus for you below, a video that Robert Scoble did with Twylah co-founder Eric Kim)

About the Author:

Neal Schaffer, Founder and Editor-In-Chief

The Founder and Editor-In-Chief of Maximize Social Business, Neal Schaffer is a leader in helping businesses and professional strategically maximize their use of social media. Neal is the author of three social media books, including the recently published definitive social media strategy book Maximize Your Social. Forbes lists him as a Top 35 Social Media Power Influencer and AdAge lists his blog, Maximize Social Business (formerly known as Windmill Networking), as a top 100 global marketing blog. Neal provides social media strategy consulting and coaching, having worked with Fortune 500 companies and a Grammy-award winning musician. He has presented worldwide on social media at more than 150 events and also teaches social media marketing at Rutgers University. +Neal Schaffer

Neal Schaffer
The Founder and Editor-In-Chief of Maximize Social Business, Neal Schaffer is a leader in helping businesses and professional strategically maximize their use of social media. Neal is the author of three social media books, including the recently published definitive social media strategy book Maximize Your Social. Forbes lists him as a Top 35 Social Media Power Influencer and AdAge lists his blog, Maximize Social Business (formerly known as Windmill Networking), as a top 100 global marketing blog. Neal provides social media strategy consulting and coaching, having worked with Fortune 500 companies and a Grammy-award winning musician. He has presented worldwide on social media at more than 150 events and also teaches social media marketing at Rutgers University. +Neal Schaffer
Neal Schaffer

@nealschaffer

Author, @MaxYourSocial | Founder @msocialbusiness | Trilingual Social Media Strategy Consultant, Coach, and Speaker | 日米ソーシャルメディア専門家|G+: https://t.co/BqaJvubiP8
RT @SMExaminer: Downloadable Guide: with latest Facebook Ad Set Updates http://t.co/4NAY3KB0JR #Facebook http://t.co/KGuhbmc4XK - 7 hours ago
Neal Schaffer
Social Fresh West

Comments

  1. says

    Neal, love, love, love this post. Will have to spend more time reading it over the weekend.  Without a doubt, I have to tweak my Twylah!  Off to share with the world.  Until next time, aloha.  Janet

  2. says

    Great post, Neal. To update, my Twylah domain (tweets.intelligistgroup.com) is now my 3rd most popular referral source for my site. It also has the highest Avg. Time On Site. 

  3. says

    “Your Twylah page promotes YOU by including links back to your homepage, a follow link, as well as Google+, Facebook Like, and Tweet buttons at the very top of your page”

    There’s no link to my website on my Twylah page.. where does it appear and how do I add it?!

    “I saved this for last, but you’ll see there is a box at the bottom righthand corner that includes an advertisement for my new LinkedIn marketing book.  Can’t customize your Twitter profile with an advertisement, can you?”

    How did you do that?!

  4. Lois Creamer says

    Woot for TWYLAH! Found this a few weeks ago and love my profile! I think this is a new, dynamic way to use social media. I’m very excited about it all! I need to keep learning how to leverage this however, and will.

  5. says

    Neal incredible post on @twylah and thank you for the tip on how to improve our Twitter SEO. And really like your Twylah page, love how nice is branded. So i have now 2 blogs from you to read one here and another blog of your incredible Tweets :) 

  6. Anonymous says

    I visited Twylah when it first came out, but never really investigated it deeply. After reading this, I see that I should’ve have. You’ve convinced me Neal :)

  7. says

    I like Twylah becuase it is about me, my personal newspaper to broadcast to public. I see some like paper.li, but I quited becuase it brings to the page some annoying noise. This is going to be real favorite Twitter tool.

  8. says

    I’m amazed at Twylah…been working on it all morning. Not too often do we see elegant tools like this. And Kelly Kim was so responsive to my questions…great customer service too!

    I’m pulling for Eric & Kelly Kim!

    I’m looking forward to promoting Twylah to all the artists, writers and creatives I work with.

  9. bizTag says

    I like the idea of agging the data and turning it into a viable news stream of condensed twitter users, local campaigns specifically.

  10. says

    I don’t think any Twylah user is forcing Google to do anything – they choose what to do and when to do it in their own way. However, a Twylah page is a unique curated collection of information and thus has its own unique value to others searching for information. That’s the way I see it, at least.

  11. says

    Excellent – read this article set up our account…seeing the impact in our metrics now too! So back to read again…and time to invest more time in this great system. Thanks again Neal.

  12. Harmony M. says

    This is crazy helpful. I’ve been super excited about Twylah and was going to have to figure out its top advantages. Thanks for lessening the load in that regard. ;)

  13. says

    I currently am using Twylah and love it. It’s been a work in progress to fully understand just how it fits into my over all multi-site on line presence but it’s certainly a great product that already I depend on to showcase my Twitter time line as few if any products can do.

    So check it out folks! It’s easy to use, looks great, and will soon be a service you depend on.

    I guess my only question is will Twitter continue to allow Twylah to operate as it does now. For the very fact that Twylah allows you to post tweets to an off Twitter page that contains advertising that Twitter doesn’t share in seems to be something that Twitter may look at if their recent history is any indication.

    I just hope that Twylah isn’t a victim of the new “Twitter Police State” that seems to want to wall off Twitter so only Twitter shows or controls our tweets. My guess is that soon Twylah will at least come under scrutiny by Twitter. 

    • says

      Thanks Frank. I think Twylah is a relatively low maintenance, potentially high-SEO solution, but the more you use “Power Tweets” and expose your Twylah page to others, the better the potential.

      As for Twitter and the future of Twylah, you bring up a good point in that Twitter wants everyone to read tweets on Twitter.com. On the other hand, Twylah actually helps Twitter with their SEO to help more tweets get found! It will definitely be interesting to see what the future holds…

  14. Abhishek says

    I joined twylah yesterday. Let’s see what it can do for my tweets and my website! But i have a question Neal – how did u create that custom URL for your twylah page? Can you explain a little bit more?

    • says

      You will need to contact the Twylah folks in order to create the custom URL. You will also need to create a record in your domain hosting service to make sure that when people go to your tweets page it will be forwarded to Twylah’s servers. Good luck with it!

  15. says

    I’ve used it on one of my client site and have not really seen any benefit from it. It has not been driving any traffic to the site. I was looking to see if it is really good or bad for SEO when i came to this post. I guess i’ll try it on another site and see how it works out.

    • says

      Hi Amalia, In order to receive SEO benefits, I think you need to: 1) make sure it’s on a subdomain of the main site URL, point to the Twylah page from the homepage, and 3) create an XML index of the Twylah pages that can be read by the search engines. Good luck with it!

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