Google+ is the Bad Medicine of Social and SEO
If you have a pulse and spend any time paying attention to social media platforms, you have heard the internet outcry against The Goog seemingly ramming Google+ down everyone’s throats. YouTubers are offended at the new requirement that users sign in with a Google+ account to comment. Gmail users, already angry that they have to opt out of questionable “features” like a tabbed browser that hides important messages, now have to check their settings to make sure people they don’t even know can’t use Google+ to email them. So what’s a brand to do in the face of such unrest? Invest in Google+ or take a pass?
Frankly, every smart brand should have a Google+ Page. At this point Google has spent so much time and effort tying their Google+ world to their search engine and other properties, it only helps a brand’s SEO to have a presence. How much you engage is up to you. It’s a time management challenge for your social media team to add one more social platform to the mix, that’s true. The important thing to note here is that engagement amps up the benefits having a Google+ page gives you. As noted by MOZ, the benefits of sharing, commenting, posting and +1s are still being measured, but +1 impact certainly stands out anecdotally as a key performance indicator for SEO.
Another way to make the best out of the necessity for a Google+ presence is to use their author and publisher features to the fullest advantage. By having all of the authors on your blog linked to their Google+ pages for authorship, and having your company linked to Google+ as a publisher, and making sure that the URLs you generate and links you share are optimized for SEO and Google+ and trackable in Google Analytics campaigns, you are adding serious juice to your existing SEO strategy. Think of it as one more layer in your SEO cake.
So what can a brand expect from the Google+ user base? One difference between Google+ and other social networks like Facebook and Twitter is engagement quality. Because Google has a robust content character count, plenty of easy to understand content editing features, and generally a more focused audience, discussions on Google+ tend to be more in depth. For brands with something to teach or products and services that lend themselves well to a longer form discussion where you can deep-dive into the real answer to a question, Google+ can be an enjoyable experience.
Some industries that are doing well in the Google+ world include wineries (there are a large number of wine lovers out there who want to go deep into the background behind each wine they love, their favorite varietal, viticulture practices, sustainability of farming, and more), musicians (Google+ allows for an interactive experience between a fan and a musician), and food (foodies have a great home on Google+ where they can host cooking hangouts, delve into the nuance of recipes and seasonal foods, and generally share their images and other foodie content in created detail to a more targeted audience than the typical, light “Hey, here’s my dinner” photo on Facebook.
A final bit of advice… when you are building your pieces of content, make sure that each piece is tied to any of the variety of Google properties out there. Make sure its optimized for Google+, Google Analytics, YouTube, Images, and more so that you pick up every nuance of Google’s search juice available to you. Think of each bit of content as part of a multi media multi network publishing conglomerate run by your brand, and you’ll start to see results.
In the end, Google+ is the “bad medicine” of social media, not because it doesn’t have benefits, but because it does. It may be a bit hard to swallow, but once you do you realize that it’s good for you – just what the SEO doctor ordered.