Capitalizing on the emergence of the social Web, Google+ offers individuals a new way to interact with their friends. Though it’s not certain whether or not Google+ will unseat Facebook as the social media champion of the Web, it doesn’t really have to. That’s because Google’s main business goal is to remain innovative on the Search front. “The perfect search engine,” says Google’s Larry Page, “would understand exactly what you mean and give back exactly what you want.” To Google, the new Google+ offering will be an important way that they determine exactly what it is that you want to see.
Google In The Past
Google’s Search technology has always been a black box algorithm. In parlance, this term means that inputs yield certain outputs, but the exact method or calculations that go on inside Google’s servers in order to generate these results is unknown to everyone except the high-ranking engineers that build and maintain it. It’s widely known that Google’s Search rankings are influenced by everything they know about a user, from advertising that appeals to the user, to pages the user has clicked on, but rankings are also influenced by the public perception of the brand. The latest overhaul to the black box algorithm, codenamed Panda, has strangely and sometimes asymmetrically distorted a page’s organic search engine hits. Search engine optimization experts have settled on the reason for this: Panda relies more on finding what everyone likes, favoring pages with high traffic, than it relies on traditional SEO techniques like long-tail keyword stuffing. To this end, the proprietary information that Google+ generates about what people are reading and sharing is a veritable goldmine to the Google Search engineers.
The Future Of SERPs
As such, starting immediately to build a presence in Google+, including sharing, commenting, and getting users to +1 your most valuable pages will pay dividends both now and in the future. Immediate and short-term results come in the form of immediate social hit growth, and building a big presence fast and early will guarantee your place as the big fish in the little (but quickly growing) pond. Long term results will follow as your presence grows with the emergence of Google+, ensuring that you become a big fish in a big pond. In fact, the dividends of establishing a Google+ presence early are immeasurable. You will start to see an increase in organic search engine traffic immediately as Google begins to use your Google+ presence to increase the value of your pages in its search engine results.
Since social sharing is becoming a stronger way to reach ready-to-convert users than organic search engine growth, building a presence in Google+ is doubly effective. You’ll have access to the word-of-mouth sharing that increases conversions, and you’ll be increasing your Google Search rankings, increasing organic hits. These two marketing results will synergize beautifully to catapult ROI on marketing budgets to previously unheard of levels, and that’s precisely how Google intends to stay on top.
Google+ is more than just a social network. It’s an integral part of the new Google Search. Failing to capitalize on the opportunity presented will have long-term impacts as your competitors begin to seize Google+ market share and, therefore, higher search engine results.