If there’s one thing Google does well, it’s getting a buzz going. Their launch of the new “Search Plus Your World” (SPYW) has the entire Internet marketing world talking. If you’re out of the loop, here’s how it works: Google now offers real time Google+ postings as part of their overall search results. In other words, if you are logged into Google+, your searches will generate results from within your own personal circle.
According to Google’s website, SPYW tranforms the simple search engine into one that understands content, people and relationships. Each search generates the following:
- Personal Results: personal results will enable you to find information just for you, like Google+ photos and posts. These will be your own content, as well as those kinds of content shared specifically with you. Only you will be able to see these search results.
- Profiles in Search: you’ll now be able to use search to find people you know or people you’re interested in following.
- People & Pages: these will help you to find people’s profiles and Google + pages, which are related to a specific topic or area of interest. You’ll be able to follow them in just a few clicks.
Seems to make sense. So…why all the controversy? Aside from talk of antitrust implications and relevancy issues, web marketers say this means big change for businesses that depend on their Google rank for traffic and sales.
According to this article on Mashable, when users are logged into their Google account (through Gmail, Google+, Google Docs, Google AdWords or Analytics), personalized search results become the default. This makes it harder for businesses to determine their rankings. And as far as your web marketing goes, it makes it harder for your customers to find you—because, more often than not, Google+ results will appear before public listings.
Granted, anyone can turn the personalized search feature off anytime with the tools Google provides, and most web savvy surfers will know when to switch between public and personal. However, you can’t assume all of your potential customers will know the difference.
The jury is still out on how popular Google+ and its personalized search feature will become. In the meantime, what can you do to up your web marketing game? Here are some tips:
- If you haven’t already done so, set up a profile and claim your brand names on Google+
- Link your website or primary blog to your Google+ profile, and include Google+ buttons on these sites
- Include your Google+ link on your email signature
- Make an effort to connect with fans and contacts through Google+
- Encourage followers and likes just as you do on Facebook and Twitter.
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