A question I often hear from clients is when should I add the Google+ button to my website? Should I wait and see just in case?
The introduction of Google+ adds yet another social network to the mix. What is more interesting this time however is its impact on search. Google+ allows users of Google’s suite of services to +1 web pages listed on search results pages and pay-per-click ads, similar to a Facebook “like”. Data from likes is then used to rank search results. Even if you haven’t started using Google+, you have probably noticed +1s showing up next to listings on your search results page. Emphasis is placed on links +1ed by people in your circle.
Strategically, this is a well thought out move by Google. The barrier to entry for search results +1s is fairly low. In addition to owning approximately 70% of search market share in the US, consumers have been trained to “like” links, brands and pages on Facebook. Therefore, while the verdict is yet to be out on the success of Google+ as a social network, the prospect of adding a social aspect to search is already a win and something that will be difficult for Bing or Facebook to replicate.
So what does this mean for our client’s business?
Google+ has the potential to improve SEO efforts via social search. Adding the Google + button to your website encourages +1s on pages across your site and also displays +1s gathered from search results. If you are curious about the impact of +1s and use Google Analytics, there is now a set of social engagement reports available. This presents a range of new reporting options. For example, you can determine which pages garner the most social sharing, Facebook and Twitter included. Hypotheses such as whether social sharers generate higher time on site can also be tested.
