4. Google Made a Number of Acquisitions to Bolster
G+
Oct. 2011 Nov. 2011 March 2012 June 2012
Social Media Analytics Automatic Friend-Sorter Mobile Development Lab Social Media Platform
$15M $100M
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5. G+ Business Pages Launched in Nov. 2011
Since launch,
brands like
H&M have
gained 1M+
followers
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6. G+ Users & Brands
Were Off to the
Races
ï§ G+ continued
to rapidly grow
ï§ By April 2012,
Google reported
170M G+ users
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9. G+ Search Integration: Search Plus Your World (Jan.
2012)
ï§ People & Pages: The SERP prominently
features G+ Pages of both people &
brands
ï§ Personal Results: When logged in, the
SERP shows the searcherâs personal G+
content, including content from G+
friends
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11. AdWords Integration: Social Endorsements
ï§ Advertisers can link their G+ Page to their AdWords ads so that Google
can show +1 endorsements
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12. Local Integration: Google+ Local (June 2012)
ï§ Business listings that appear in the organic SERPâs
Google Maps packs now funnel searchers to the
G+ Local page instead of the Google Places page
ï§ By placing the local channel exclusively within G+,
Google will inevitably drive more G+ traffic & awareness
Map links to businessâ G+ page
G+ page shows below the map
Latest G+ post displays on the SERP
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14. Google is All In With G+ (June 2012)
ï§ Google Senior VP of Engineering Vic Gundotra told The Verge:
â âGoogle+ is at its heart about building one seamless experienceâ
â Googleâs services don't have an âengagement problemâ
â Google product teams have come together to tightly integrate G+
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16. Because G+ is already deeply integrated in search
(especially local) it should be in all brandsâ
performance marketing toolkits . . .
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17. Capitalize on G+âs Search Visibility
ï§ Create a G+ Business Page!
â Claim your vanity URL once Google open it up to all brands
â Get your account verified
ï§ This will increase the likelihood that youâll achieve âfreeâ SERP visibility, at least for brand terms
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18. Dominate the SERP with 3 Targeted Messages for
Brand Terms:
1. Paid Ad: Promoting 70% off summer sale with sitelinks
2. Organic Listing: Evergreen messaging around the siteâs positioning
3. Google+ Listing: Real-time Google+ posting promoting a slipper sale
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19. G+ Local Best Practices
ï§ Ensure that your Place pages have been claimed
ï§ Align location-level URLs to these Place pages so that qualified
traffic will click through to the appropriate local page with the
intended content
ï§ Be cognizant of social activity happening at the location-level,
including reviews and photo uploads from the G+ community
ï§ Continue to manage, update and keep local listings fresh and
accurate
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20. Encourage Participation!
ï§ When a searcher sees that other searchersâparticularly their
friendsâhave +1âd a result, that result is perceived as more relevant
and will get more clicks
â +1s increase CTRs 5â10% on avg. (Google)
ï§ The more people who +1 your brand or content, the more likely
searchers will see G+-enhanced results. Advertisers should:
â Create likable, sharable G+ content
â Put the +1 Button on all content
â Focus attention on influencers who are likely to spread content
â Create two-way conversations, not one-way content blasts
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21. Marry Social & Search
ï§ Because your G+ content will show on the SERP, anything you do on G+
must be consistent with your overall search strategy
â What is your message?
â Where are the keyword opportunities?
ï§ G+ is helping paid, owned & earned channels become more deeply
connected
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