Almost a year ago I wrote about how the next big innovation in micro-blogging search needs to be a move into “deep link” search, meaning searching not only the text of the update itself but also the link that’s included in that update. Doing so, I posited, would provide better results for the real-time web since an update about an important customer service failing might just be “Well this is unfortunate” and then a link to where the problems are recounted in detail.
Moves are starting to be made in that direction, as Twitter is now including the text of URLs that have been shorted in their search results. So if a publisher titles their stories or blog posts effectively they are no longer at the mercy of people who, while anxious to spread the news of the story, may not include relevant keywords in their updates.
As more companies become publishers in their own right this becomes just another part of the strategy around that publishing. Post/story titles have always been important for search and other reasons but now that becomes even more so since, at least in part, this means they retain some control over how their output moves through influential social media channels.