And while it might seem like Google+ is a virtual ghost
town. After all, how many people do YOU know that use Google+?
Probably more than you think.
During I/O 2013, Google’s annual developer conference,
Google yesterday rolled out new changes to the Google+ platform, and in a
blog
about the updates, it was stated:
Consider: 190 million people are
now active in the Google+ stream, and 390 million are active across Google
(+1’ing apps in Google Play, making video calls in Gmail, sharing videos from
YouTube...). It’s a community of artists and astronauts and computer scientists
and quilters — and it’s awesome. But we’ve only just begun.
With 190 million active users,
Google+ might be the most popular ghost town ever.
However, many local businesses
don’t seem convinced of the power of Google+. After all …
More people use Facebook and Twitter, so why should I care about
Google+?
Therein lies the dilemma:
Facebook and Twitter are the undisputed kings of social media. If you have
them, no other social network is necessary, right?
Stop thinking about Google+ as strictly a social network.
Google+ is more of a “social
layer” that connects together all of Google’s various products and services,
from YouTube, Gmail and Google Docs to AdWords and search.
As search is becoming more
personalized, and more users are searching and surfing while logged into
accounts (including Google), Google+ will only continue to grow in prominence. To
see this in action, check out these results for “social media”:
The differences are
highlighted. As a result of the user’s connections +1’ing (i.e. giving the
website a “stamp of approval” of sorts) various websites, they now appear on
the first page for the phrase “social media” while the user is logged in.
The +1 feature extends beyond
just web sites. It extends to Google Play, YouTube and all of Google’s
services. It’s becoming an integral part of successful SEO.
Search is now social.
Let’s take another look at the
results for “social media”:
The icons on the left indicate
those results that are appearing due to the user following those sites
respective Google+ pages, and the G +1 button results are designated by the
orange +1 button under the placement.
As consumers gravitate toward
social networks, search will continue to become more personalized and social.
You shouldn’t be thinking, “Does my business need to be social?” but rather,
“What can my business do to be more social?”
The most significant reason to get your business on Google+ is simple:
The quality and corresponding engagement around your search engine visibility
stands to either noticeably improve or gradually decline.
Local results revolve around Google+, not Places.
Your business might already be
on Google+ and you might not even be aware. Remember Google Places? These were
the “maps results,” as they were commonly called, but notice anything
different:
I thought if my business was on Google Places, it was already on
Google+?
There is a significant
difference between Google+ Pages and Google+ Local.
As Google explains,
there are key differences between the two:
- Google+ Local is simply an
upgrade of Google Places. You can add information and photos, and a link to
your website. Consumers can also review your business.
- Google+ Pages allows you to
add information, photos, videos and posts.
- Merging the two gives you all
the features listed above.
- 20% of all searches have a
local intent
- 40% of mobile searches have a
local intent
- 97 % of consumers search
online for local businesses
Which is best for my business?
There’s no one size fits all
option. For now, the ability to merge Google+ Local with a Google+ Page is only
available to those with local, “storefront”-based businesses (i.e. businesses
that serve consumers at a fixed location). If you want to create a Google+ page
for your business, you have five options:
- Local Business or Place: These
are for local operated businesses, i.e. antique shops, mom and pop pizza
parlors, etc. Your business must have a physical address (not a PO Box) and
this address will show. If you want your address to be hidden, then this option
will not work for you.
- Product or Brand: This
category is for companies like Nike, Chevrolet, etc.
- Company, Institution or
Organization: For companies, organizations, institutions, non-profits, etc.
Perfect for those businesses that have more than one location.
- Arts, Entertainment or Sports:
For pages dedicated to celebrities, bands, sports teams, books, television
shows, etc.
- Other: For those that don’t
fit into any category.
You’ll most likely select
“Local Business or Place” or “Company, Institution or Organization.” Be
careful with which one you choose, as you won’t be able to easily change the
category.
In summation:
- Google+ Local/Pages and +1’s show
up in personalized results.
- Google+ Local/Pages are
essential to show up in local search results.
- Google+ has helped to blur the
line between “social” and “search.”
- Google+ isn’t a “ghost town.”
- Google+ will continue to
become more essential to ensure your business’ success on the Internet.
