When it comes to putting your website in the spotlight and getting it more attention from internet users, you probably want to be on Google's good graces. It is the largest and most used search engine after all, and making sure that your site gets plenty of search results and links towards the top of pages is in your best interest. Twitter at one point used to have a pretty stellar partnership with Google which allowed them this kind of attention, years ago, but since 2011 it had dissipated and they had lost plenty of traffic due to lower search rankings. Twitter now appears to be seeking out that kind of status again.
How is Twitter planning on achieving this? According to Twitter's CFO Anthony Noto, his attempted reassuring words to analysts were that they were going to try and get more search engine optimization traffic from Google as part of their goal to grow the site more down the line. While much of this strategy may involve Twitter having to double their efforts on SEO, it is something Twitter may heavily need and probably cause them to do what it takes to better their Google Search rankings. Noto stated that they'll also potentially have to give out their tweets at no cost to Google to entice them back to enabling the "Firehose" deal they once had, and that doesn't seem to far off as Google seems to be getting along just fine since the initial deal the two tech companies struck fell apart a few years ago.
Originally in 2009 when Twitter and Google started the deal, you could do a search for nearly anything and Twitter links would be popping up pretty frequently, with their search rankings near the very top. That isn't the case anymore of course and Twitter is looking at having this sort of deal back as one of their ways for growth. Twitter obviously knows the power of having a good standing ranking on Google's search engine, which makes this particular idea for growth less surprising. This is surely not Twitter's only strategy either, but it could be the most effective one it has, especially if it pans out.