By Madeline Willman (@MadelineWillman)
A few months back, Google came out with its Google+ brand pages and SHIFTer, Kristi Eells, wrote a post about why healthcare companies should care. Kristi explained that at the time, “creating a Google+ page will not carry weight over companies without a profile…” However, on Jan. 10, this all changed when Google released its biggest change with “Search Plus your World,” a feature that integrates Google+ pages into users’ search results.
Danny Sullivan of Search Engine Land wrote an extensive article explaining how Google’s Search Plus your World works. Here’s what you need to know:
Search Plus your World allows users with Google accounts to search ‘globally’ or ‘personally.’ When you are logged into your Google+ account you will see posts and pictures from your Google+ profile and from those in your circle. For example, when I search for SHIFT Communications, five personal results within my Google+ page and circles show up that mention “SHIFT Communications.”
When logged into Google+, Search Plus your World will automatically be turned on, but you can opt-out by clicking a toggle:
However, even when opted out of Search Plus your World and not logged into Google+, Google still shows Google+ pages before Twitter and Facebook pages when searching a particular topic. For example when searching for “music” Google provides Britney Spears and Mariah Carey’s Google+ pages on the left hand side. One may question why some of the biggest pop stars in the world like Katy Perry and Justin Bieber don’t show up: They don’t have Google+ pages.
This proves that if you want to have a better chance of showing up in Google’s results, a Google+ page is in order.
The change has shocked the tech community with backlash from influencers like MG Siegler who noted, “Google is using Search to propel their social network. They might say it’s not a social network since it’s a part of Google, but no one is going to buy that. They were late to the game in social and this is the best ca
tch up strategy ever.”
There are also multiple anti-trust and privacy discussions, but even though there has been ongoing controversy over Search Plus your World; it doesn’t seem to be disappearing any time soon. Google is the king of search with 64 percent of the market share (according to comScore’s December findings) and if Google is making it a priority, brands probably should too.
Regardless if Google is doing the right thing or not, the fact is: Google+ pages show up in search results before Twitter, Facebook and Linkedin results – if you want your company to have a better chance at staying at the top of search results you should think about getting on board and building out a Google+ profile.
Read Search Engine Watch’s Jason Cormier’s take on the issue in his article, Why Your Business Needs to Be on Google+ Now and check out how to build a Google+ page below: