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7 Reasons Why Google Plus Integration Is Important For Businesses

Realizing and understanding how Google+ integration impacts all three facets of digital media (paid, owned and earned) is now more important than ever.  Discussion around Google+ integration and resource allocation is not a new topic, and is one that has been debated since Google+ launched in June of 2011.

Today there are more than 500 million Google+ accounts, with an estimated 235 million of those being active. Those stats will only continue to grow, because Google forces strongly encourages searchers, Gmail users and YouTube subscribers to activate and engage on Google+.

If we as advertisers and marketers are not fully taking advantage of the integration between Google+ and the other Google platforms, then we are missing out a valuable opportunity.

Paid Media:

1. Social Extensions

The social extension feature within Google AdWords links your Google Plus page with your Adwords Campaign. This allows all Google +’1s to be properly linked with your Google+ page ads and search. On average, search ads with annotations have “5-10%” raise in click through rates. The social extensions also allow your Google+ follower count to appear within your ad.

Googleplus Affecting PPC

Owned Media:

2. Rel=Publisher

Rel=publisher allows for websites and Google+ pages to connect.  Connecting your website with a Google plus page allows for Google “to determine the relevancy of your site to a user query in Google Web Search”. It also makes your site eligible for their Google Plus Direct Connect product. The Direct Connect allows a searcher to directly land on a brands Google+ page by entering in “+brand name” Ex: “+blue bunny”

3. Rel=Author

Rel=Author displays author information for content within search results. This authorship can help influence click through to your site’s search result. Recently, Google’s head of Webspam gave a “strong hint” towards saying that rel=author will be used as a signal for ranking search results. Influencers who create content for their niche may be given more search visibility then someone who is not as authoritative in that niche.

Google Plus Authorship

I’m pretty excited about the ideas behind authorship. Basically if you can move from an anonymous web to a web where you have some notion of identity. And maybe even reputation of individual author. Then web spam, you kind of get the benefits for free. It’s harder for the spammers to hide over here and in some anonymous corner… If Danny Sullivan writes something on a on a forum or something like that I’d like to know about that even if the forum itself doesn’t have that much PageRank or something along those lines so… so I do expect us to continue exploring that. We might be able to help improve search quality… and I think will continue to look at it to see how to use rel=author in ways that can improve search experience.” –  Matt Cutts

 

Establishing yourself or your brand as influencers in a particular niche and properly integrating everything with Google+ will be even more crucial if Google uses that factor as a signal in their algorithm. This connection can also continue to close the gap between influencer relationship management, social media, and SEM.

4. Google+ Local Optimization

Below is an example of how a small local business can use Google+ Local to its advantage in search results. Outside of allowing a local business to appear in the map search results, Google+ local along with publisher authentication will cause a map to appear and a picture to appear next to that local business’ branded term.

Google Plus Local Business Integration

The example here uses thewestsidestorey.com, a small local antique store. The extra data will appear when you are searching for a local store or business from that city. This is a good example of how Google+ can positively impact local businesses.

5. Improved Site Indexation

Sharing new content through Google+ will allow that content to index faster within Google Search. When Google was in it’s infancy it was important for site owners to Submit URLs for webpages to get indexed and display within the Google results. Today,  “Google+ is the new Google Submit URL box.” –Rand Fishkin

Earned Media:

6. Latest Google+ Posts Appear in Google Search

When you search for a brand it will display the latest activity with that brands verified Google+ page.

GooglePlus-Integration-In-Search.png

The example here uses MarketingLand.com a large online Marketing community that produces content about the latest changes in Digital Marketing. You can notice that the most recent posts appear underneath the brand name, allowing for improved post visibility outside of Google+.

7. YouTube and Google+ Integration

A brand or individual’s YouTube identity used to just live in YouTube, but because YouTube is a Google product they have moved over to a synchronous identity that stretches across YouTube and Google+. Your Google+ avatar and identity is now merged with YouTube. This integration creates a YouTube tab within your Google+ profile, and enables an auto-posting feature that allows you to automatically post your YouTube video to Google+ upon video upload. There are also some management advantages as it allows for advanced channel management through the Google+ page setup.

Other Top-Notch Sources:

Features of Google Identity Channels – Google
10 Dead Simple Tips to Take Advantage of Google+ for SEO – Moz Blog
Google Plus and The Knowledge Graph – Moz Blog

Key topics in this post:

Chris Mason

July 22, 2013

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