Social media sentiment is increasing in importance, so much that Google has started indexing Google+ content. The search giant is even updating its results pages to likewise reflect content from its home-grown social network. Twitter is likewise taking advantage of search engines incorporating its social media stream, and is evident with the microblogging service's latest partnership with Yandex.

The Russian search engine has licensed Twitter's full public tweets -- the "firehose" of data that features every public post made by users. As such, the search engine can index and push this content in relevant searches. Yandex says new tweets are available under its "Blog Search" feature.

Accessing the Twitter Firehose via Search

A search across public tweets are also directly accessible via, where over 2 million users' tweets are currently available. These are mostly in Russian, Ukrainian, Belarusian or Kazakh languages. Other top languages are likewise included. According to Yandex, the search also supports username- and hashtag-search, adding to the service's ease of use and flexibility.

Yandex Blog Search Manager Anton Pavlov has stressed the importance of social networking search, and why the search company is focusing on this. "People share news, exchange opinions and discuss all sorts of matters in real time all the time. This kind of information will help us enhance our search results," he says.

Yandex is also offering a Blog Search API, where webmasters can aggregate content, or create just about any service using posts from the public Twitter timeline.

Learning Opportunities

No Google?

Twitter used to be part of the Google search results, with the Twitter firehose accessible to Google bots for crawling and indexing. However, earlier this year, Google and Twitter exchanged bitter words over the apparent double-standard that Google was practicing.

Twitter has accused Google of favoring its own Google+ social network in regular search results, which it deemed unfair. However, Google responded that Twitter actually chose not to renew its search agreement with Google. While Twitter feeds used to be part of search results, these are now left out of organic search.

With the Yandex partnership, though, Twitter likely wants to regain its searchability, although with a different audience. Will Twitter also get into a new agreement with Google to provide its firehose of content?