Since its introduction in 2011, Google+ has been hailed as a ‘Facebook-killer,’ “the biggest change in communications since the interactive website,” as well as a ghost town and a ‘complete failure.’ Whatever your thoughts on Google+ on a personal level, with 540 million active users monthly, you can’t afford to ignore its ramifications on your SEO.
Google’s Changing Strategy
In years past, Google was committed to bringing you the best search results, regardless of who owned those results. As the company has expanded beyond search, Google has increasingly promoted their own Web properties in search results. Nowhere is that change so obvious as Google+. Much more than simply another social network, Google+ has become an increasingly integral part of Google’s overall strategy, including how search results are ranked.
You’ve probably noticed that Google+ posts have been showing up in search results in increasing numbers. While there’s little data on exactly how Google+ affects your ranking, the fact that Google is promoting it so heavily in search results is a good indication that it has a substantial impact. To achieve the best results, there are a couple of factors you should keep in mind.
Properly Fill Out Your Google+ Profile
Part of Google’s goal is to blend the traditional and social web experience, to create a more interactive environment. Part of that involves making it quick and easy for readers and potential customers to find out more about you and/or your company. A properly created Google+ profile should make it easy for people to learn more about you, the services you offer, and do so in an engaging manner. Don’t leave blank fields or missing information and, if possible, use Google’s tools to verify your account.
+1 Button on Your Site
Google’s +1 button is similar to a Facebook ‘Like.’ It’s a way to engage readers and give them an opportunity to show they like your content. In turn, the more +1s your content receives, the more likely it is to have a positive impact on your search rankings. Recent reports have shown that high +1s are one of the single biggest factors affecting a site’s ranking, with only Page Authority having a higher impact. If your site doesn’t include a way for readers to +1 your content, you could be missing out.
Content is King
It should go without saying, but content is king. If you want readers to engage with you via Google+, or any social network for that matter, your content must be engaging. Rather than trying to stuff as many keywords as possible in your content, or trying to include as many link-backs, focus on content that is informative and fills a need. Google’s recent changes to their search algorithms have continued to emphasize quality over quantity, and certainly over quick-fix methods that have long-since fallen out of favor. Create content that you would enjoy reading, content you would be motivated to comment on or share with others. If you do, there’s a good chance other people will too.
Whether you use Google+ on a personal level or not, it is no longer something you can afford to ignore professionally. With 540 million active users, and its substantial impact on your site’s ranking, Google+ should be a valuable tool in your SEO and marketing strategy.