Presenting Twitter in Search Results

by Hutch Carpenter

In a recent post, I described some ways in which tweets should be ranked in search results. A good follow-on question is...

How should tweets be presented in search results?

It's an interesting question - how exactly would you want to see tweets in your Google and Bing search results? And it's an important question, as searches are critical bases for discovering information and huge drivers of traffic.

Tweets are different from web pages. They are more ephemeral, but also much more current. They're short nature means we can consume them much more quickly than fuller web pages. In many ways, their brevity reduces their "burden of interestingness". Read, move on. Read, move on. Read, move on.

Tweets are small nuggets of insight, and pointers to good content. Web pages are the foundational information components. The value of the two digital forms is different. Thus, it makes sense to consider options for presenting these different types of information to people.

Three different designs for presenting tweets in Google and Bing search results come to mind:

• Separate tweets-only search page
  
• Tweets displayed in a box on the same page with web pages
  
• Tweets integrated into the overall search results

Let's take a look at the options. For added context, I've included appropriate musical selections.

At the bottom of this post, I've set up a poll asking which approach you'd prefer.

Tweets-only search results

Musical theme: Gotta keep 'em separated.

This is the Bing way. A separate URL for tweets. It's an acknowledgment that tweets really are different from web pages. The graphic below conceptualizes this approach, with a search on 'Madrid':


The graphic above puts tweets searches more in line with overall searches. Right now Bing has no link to tweet searches on its home page. You just have to know the URL exists. Of course, the Microsoft Bing team is working on incorporating the firehose into its search experience, so that may change.

Positives

• Dedicated page allows for much more creativity with presenting tweets, as Bing has shown
  
• Visible link/tab keeps tweet searches more in-the-flow of searchers' actions
  
• Users could easily toggle between the tabs for different types of information
  
• Minimizes risk of disruption to current "golden egg" of web searches

Negatives

• Forces an extra step to see potentially relevant information - click the tweets tab
  
• Somewhat diminishes the awareness of tweets' real-time, up-to-date nature by using same tab structure applied to more static web pages

Tweets in same-page box

Musical theme: Man in the box.

The presentation of real-time tweets on the same page is something Google is experimenting with currently. The philosophy here is that you're looking for multiple types of information in a search. Google already displays web page links, images, YouTube videos, maps, PDFs and other types of content. Tweets are just another type of content.

Something I'd like to see is a separate box of the tweets on the search results page, as shown below:


This design effectively distinguishes tweets from other types of content, while preserving the "all information on one page" philosophy. This is important for Google and Bing advertising, making the search results page even more engaging.

Open question: what's better for ad click volumes? Multiple pages of different content (e.g. separate tabs described previously)? Or a single page with more engaging content?

Aside from the information aspect of tweets, there is also a people aspect. Tweets are as much about the person as they are the content. The separate presentation of tweets distinguishes them from web pages, PDFs, videos and the like.

Positives

• Relevant, up-to-date content improves value of searches
  
• In-the-flow of existing search behavior
  
• Real-time nature is engaging
  
• Find people as well as content

Negatives

• Smaller space constrains presentation options
  
• Potential for a too-crowded visual presentation

Because of the volume of searches run through Google and Bing, there will be a premium on ensuring the quality of the tweets presented. This is important regardless, but even more so here with the number of times people will see the tweets. See Search Engine Tweet Ranking Algorithms for thoughts on how to do this.

Tweets integrated with overall search results

Musical theme: Happy Together

There is a third design option. Why not put the tweets right in the mix of overall search results? Treat them less as exotic new forms of content, and more as just another type for searchers to click on. The graphic below conceptualizes this:


A tweet is just another URL that can point searchers to relevant content. The challenge is that Google and Bing need to alter their ranking algorithms to allow tweets to be served up high in search results. Something like a pagerank for the twitter account itself. If it has relevant content and a high "Twitter pagerank", it gets served up higher in the search results.

Positives

• Searchers get tweets in a highly familiar way
  
• Minimizes risk of disruption to current "golden egg" of web searches

Negatives

• Undermines the fresh, up-to-date nature of tweets
  
• Will limit presentation of relevant tweets due to inadequate "Twitter pagerank"
  
• Reduces the people aspect of the tweets
  
• Lack of real-time flow diminishes engagement of the results page

Of course, tweets are served up in search results today. But that generally happens with very specific multi-word searches that match the tweet, or including the word "twitter" in the search. The design above brings tweets more fully into the pantheon of content, displaying them highly in search results for basic keywords.

I imagine smart folks can come up with other designs for displaying tweets. Leave a comment on these three or any other designs you think might be interesting.

Also, take a second and vote in the poll below. I'm curious what people think about the different possibilities for displaying tweets.

Thanks.

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Hutch Carpenter is the Vice President of Product at Spigit. Spigit integrates social collaboration tools into a SaaS enterprise idea management platform used by global Fortune 2000 firms to drive innovation.

Is Search Killing the Planet?

Everytime you search on Google, you are adding to the consumption of 1% of the world's energy

by Idris Mootee

Here is a lesser-known fact. Data centers use up tons of energy just for cooling, and in a typical data center only 40-45% of energy use is for the actual computing - the rest is used mostly for cooling down the servers. Data centers' emissions of carbon dioxide have been running at around one third of those of airlines, but are growing 10% a year and now approach levels of entire countries such as Argentina or the Netherlands.

Apple is building its own server farm. Apple has secured a $300 million tax cut from North Carolina politicians in exchange for investing $1 billion over nine years for a so-called technology "hub." Wonder why Apple needs such a big server farm? There's only one reason, Apple is contemplating a large-scale strategic shift to deliver multiple applications as a service on an enhanced Apple device, which I think will be entertainment related.

Back to the energy saving topic, here's one of the greenest data centers on earth which will be housed in a massive cave beneath an orthodox Christian cathedral in Helsinki. It is a former bomb shelter carved into the rock by the fire brigade in World War Two as a refuge for city officials from Russian air raids. Excess heat from hundreds of computer servers will be captured and fed into the district's heating network, a system of water-heated pipes used to warm homes in the city. This makes perfect sense and I don't see why these server farms need to be in California. Should we move all our servers to Scandinavia, Northern Canada and Alaska?

Data centers such as those run by Google already use around 1% of the world's energy, and their demand for power is rising fast with the trend to outsource computing. Every time you search on Google, you are adding to the consumption of that 1%. Research firm Gartner issued four recommendations for improving energy management for corporations:

• Raise the temperature at the server inlet point up to 71 to 75 degrees Fahrenheit (24 degrees Celsius), but use sensors to monitor potential hotspots.


• Develop a dashboard of datacenter energy-efficient metrics that provides appropriate data to different levels of IT and financial management.


• Use the SPECpower benchmark to evaluate the relative energy efficiency of servers.


• Improve the use of the existing infrastructure through consolidation and virtualization before building out or buying new/additional datacenter floor space.

Some called this the Moore's Law of data centers, the growth of cooling requirements parallels the growth of computing power, which roughly doubles every 18 months. That has brought the energy challenge of data centers to the top of the list. Have you come across any innovation allows waste heat from servers or data centers to be recycled (or managed) in a non-traditional way that conserves energy? There must be a solution.

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Idris Mootee is the CEO of idea couture, a strategic innovation and experience design firm. He is the author of four books, tens of published articles, and a frequent speaker at business conferences and executive retreats.