The Google-Twitter partnership is now live, with tweets showing up in mobile search results today. The rivals have gotten closer in recent months as Twitter looks for a bigger audience to share all its content—and ads—and Google looks for more ties to social media.
Searches for popular topics now return Google's typical results and a side-scrolling stream of related tweets.
"If you're interested in hearing more from Taylor Swift, a quick search on Google will pull up her most recent Tweets," Twitter said in its announcement. "Or, if you're a TV buff, a search for #MadMen will bring up the most relevant news and Tweets about Sunday's series finale."
The new look is only on mobile for now but is expected to launch on desktops, too. Also, Twitter is not serving Promoted Tweets when its content appears on Google, but that's a possibility.
In February, Twitter started delivering ads to third-party websites and apps in a move that gave it access to a lot more viewers.(Twitter currently has slightly more than 300 million users, while Facebook has almost 1.4 billion.)
Twitter says its messages are seen 185 billion times a quarter outside its own app and website.
With the new content sharing deal and a new advertising partnership, Google and Twitter are teamed up against an increasingly powerful Facebook. Twitter recently opened its ad inventory to brands that buy through Google's exchange. The partnership gives advertisers a way to use the search giant's technology for more effective—and more relevant—marketing on Twitter.