Twitter can be a useful tool for companies engaged in B2B marketing for a number of reasons. Besides letting potential clients research future business partners, the social media platform can be enormously helpful when it comes to improving organic search rankings. Social sharing and the proper use of keywords in tweets can help to optimize search engine rankings, and the use of Twitter as a way to reach organizations has become a bit easier thanks to an update by Google.
In April 2012, the search engine applied a number of changes to its search algorithms. One, which was code named "Deep Maroon," is meant to address the growing use of non-alphanumeric symbols in Google searches. Previously, algorithms had simply ignored characters such as '@' and '#,' but their growing use as website names and on social media has made them indispensable.
While the primary beneficiaries of this update are organizations with symbols in their names or URLs, other companies have gained an advantage as well. For instance, hashtags and Twitter handles can more readily be shared on websites without fear of them harming search engine marketing techniques. Businesses interested in using that social networking tool for increased client communications should no longer be worried their search strategy will be harmed by Google's limitations.