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Google's newest merger of search and social is upon us, find out what this means for you.
On January 10, 2012, Google rolled out its latest endeavor to incorporate social aspects directly into its organic search results. This is nothing new to search engine results pages (SERPs), as Bing has been partnered with Facebook for some time now. However, as the market share leader, Google’s announcement crystallizes the need for a comprehensive social strategy to complement search optimization efforts.
With Google Search Plus Your World, logged in users will have the option to see personalized results, and results that are specific to one’s Google + connections. Also, finding people and profiles will be easier with Google + pages appearing in both results and in autocomplete. As Google notes on their blog, “because behind most every query is a community.”
What Does This Mean for Your Brand?
Claim your brand name on Google +. Having a Facebook brand page should not be the end of your social strategy. Ensuring that you have a Google + presence and that your fans can easily share content so that that social capital can be translated into increased brand awareness is essential. One way to do this is to incorporate a +1 box on your page. Similar to the Like box for Facebook, making it as simple as possible for your consumers to engage with your brand socially is ideal. The merger of search and social is here to stay, and the sooner that your brand embraces it, the better off you will be.