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. There’s not much data on exactly how Google+ affects your ranking. However, Google promotes it heavily in search results. This strongly suggests it has a big impact.To achieve the best results, there are a couple of factors you should keep in mind.
Properly Fill Out Your Google+ Profile
Google wants to blend traditional and social web experiences. They aim to create a more interactive environment. Part of this means making it easy for readers and potential customers. They should quickly find out more about you 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. You want readers to engage with you on Google+ or any social network. Therefore, your content must be engaging. Don’t try to stuff many keywords into your content. Also, avoid adding too many link-backs. Instead, focus on informative content. Make sure it fulfills a need for your audience.
Google recently changed its search algorithms. These changes keep emphasizing quality over quantity. They also prioritize it over quick-fix methods. Those methods have long since become ineffective. 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.
To maximize your SEO efforts on platforms like Google Plus, pairing it with a robust content marketing strategy is essential.
