Micro blogging service Twitter has reached an accord with Google to allow the search giant access to its data, in return for improved rankings of people’s tweets in search results.
By gaining direct access to Twitter Google should be able to pull newly posted tweets in near real-time whilst giving them greater prominence, potentially redirecting a healthy portion of search traffic to the social network.
Currently Google must trawl the site for content, a laborious process which can see it lag breaking news tweets.
It is not the first time Twitter has attempted such a tie-up however, back in 2009 a similar deal collapsed when Twitter failed to experience any significant uptick in traffic despite handing over its data.
Animosity also arose owing to Google’s encroachment upon social media territory with Google Plus, which would have received a leg-up from Twitter’s data.
The news comes just 24 hours after Twitter began syndication of promoted tweets on Flipboard and Yahoo! Japan, part of continued efforts to boost profitability of the service.