Twitter has once again given Google access to its stream of tweets, known as "the firehose," which will benefit search engine optimization. In other words, Google will now be able to crawl this information directly rather than through linking. This means more tweets will start showing up in Google searches, something that hasn't occurred since 2011 when a previous deal between the companies fell through (1).
This news comes on the heels of the platform's announcement that it would put more work into search engine optimization. The move gives greater visibility to 50,000 popular hashtag pages where Twitter compiles tweets and information related to specific tags (2). This generated 10 times more traffic from visitors who were not logged into the platform.
Twitter's recent moves are design to obtain new users for the platform, but they will benefit businesses as well. All in all, Twitter will become a more important player in SEO strategies. Companies can put more effort into increasing engagement on Twitter, and could find greater visibility in search engine results pages.