Googleplus1 pdf

Google Changes The Game
+1

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Google +1
Facebook has its "Like" button and Digg has its "Digg" button and regardless of how
much you surf the web, you are sure to have seen them on many if not most of the
sites you visit and it's very likely that you know very well what they do.

Now, Google has its own button that lets Google users "vote" on the links (web pages)
and search ads that appear on Google's search results, provided that they have a
Google Profile. In addition, web site owners will, very soon, be able to put the +1
button on their site or web pages to allow their visitors to vote on them while
they're there.

Okay, it's not really a vote... it's actually more like a cross between a vote, a stamp of
approval, and a bookmark all rolled into one. We'll get into a little more detail on that
later.

Anyway, Google's button is called +1. No, that's not a typographical error. That's
what Google's button is really called... +1 (as in "plus one") and Google describes it as
the "shorthand for 'this is pretty cool' or 'you should check this out.'".

According to the Google +1 page:

Click +1 to publicly give something your stamp of approval. Your +1's can
help friends, contacts, and others on the web find the best stuff when they
search.

But just exactly what does it do?

The introductory video for +1 asks:

Have you ever come home to a note that made life just a little bit easier? A
tip from someone you trust that helps you find things that you care about?

Then it goes on to say:

When you have lots of options in front of you, it's easy to find yourself

wishing for a bit of advice. That's why we're introducing the +1, a way for
you and your friends to help each other find the right things in Google
Search.

When you click +1, you're telling your friends, your family, and the rest of
the world "this is something you should check out."

Since people will find your recommendations right when they're looking for
them, you can +1 things that you may not email or post an update about.
And the next time you're searching, you might see +1s from your friends
and contacts both on Google Search and search ads. So, picking the right
coffee maker, news article, or chocolate chip cookie recipe could get a little
easier. And soon you'll be able to +1 more than just search results. You'll
also find the +1 button on sites across the web, making it easy to +1 pages
after you visited them.

The Web's a big place, sometimes it helps to have a tour guide. So if you
think something's cool, +1.

What the video doesn't mention is that Google is also factoring +1s into their search
algorithm. In other words, +1 has an influence in the search result rankings to some
degree. How much, nobody knows.

The Beginnings of +1

Ever heard of Google Buzz, Google Wave, and Orkut? I won't be surprised if you
haven't. Those are Google's earlier attempts at social networking which have largely
been written off as failures in the tech world.

Google suspended development on Google Wave (which was first announced on May
27, 2009) as a stand-alone product just a little over two months after it was released
to the general public on May 19, 2010. Google cited "lack of interest" as the main
reason for the suspension. It was eventually handed over to the Apache Foundation's
Incubator program under the project name Apache Wave.


Orkut, which was launched on January 22, 2004, is still around and currently has
more than 100 million active users worldwide, 48% of which are from Brazil. Outside
of being one of the most popular websites in Brazil, Orkut is practically unknown to
the rest of the world (with the exception of India and Estonia).

Like Orkut, Google Buzz is still very much around. However, it was doomed to fail
since it was first launched on February 9, 2010 as it received tons of criticism
regarding privacy issues. The Canadian Broadcasting Corporation described Buzz's
arrival as having "ignited a hailstorm of criticism". CBC indicated "One user blogged
about how Buzz automatically added her abusive ex-boyfriend as a follower and
exposed her communications with a current partner to him. Other bloggers
commented that repressive governments in countries such as China or Iran could
use Buzz to expose dissidents".

Now, the people at Google are trying their hands again in making Google more social
with +1.

Google officially released +1 to the public on March 30, 2011 via a blog post on the
Official Google Blog.

Quoting from the blog post:

Our goal at Google is to get you the most relevant results as quickly as
possible. But relevance is about relationships as well as words on
webpages. That’s why we recently started to include more information
from people you know—stuff they’ve shared on Twitter, Flickr and other
sites—in Google search results.

Today we’re taking that a step further, enabling you to share
recommendations with the world right in Google’s search results. It’s called
+1—the digital shorthand for “this is pretty cool.” To recommend
something, all you have to do is click +1 on a webpage or ad you find
useful. These +1’s will then start appearing in Google’s search results.

First news (or should I say speculations) about +1 came out in June 2010. But back
then it was known as "Google Me" which, according to cnet's Tom Krazit, “sounds


like a lame pickup line delivered near closing time.”

The speculations started making their rounds after Kevin Rose, of Digg fame,
tweeted that that Google was working on a social service called Google Me that
would compete with Facebook. Rose's tweet was then (almost immediately)
supported by former Facebook executive and Quora founder Adam D'Angelo who
declared on Quora that "It's really a new, high-priority product, with a large number
of people working on it. It's called Emerald Sea internally."

The noise about Google Me (or Emerald Sea) eventually died down not long after
until, on December 5, 2010, someone (most likely from within Google) shared a
picture of what is supposed to be Google’s latest social foray. By the way, news about
the name change (from Emerald Sea to +1) came a few days earlier from
Techcrunch.

Anyway, the image shows a toolbar that exists along the top of Google News, just
below the top edge of the main browser window.


Here’s a closer look…

As you can see in the screenshot above (courtesy of Techcrunch) it has a Share
button, a place for a Google account icon, and a Google username. It also has a
numerical count near the end on the right, right next to the to the options menu
icon. Also note the big red “CONFIDENTIAL!” label.

When asked about the leak, Google responded by saying:

We’re always experimenting with new ways to improve our products, and
we have already confirmed that we are focused on incorporating social
elements across Google. But we have nothing new to announce at this time.

No more news came after that.

And now, it’s finally out and it’s totally different from what is shown in the leaked
image.



Google +1 Privacy Policy

According to the Google +1 Privacy Policy, whenever you click on the +1 button, it will
be recorded by Google, along with information about the page you were viewing
when you clicked on the +1 button.

Why, you ask?

Well, according to the policy, Google is recording information about users' +1 activity
to provide them and other users with a "better experience" on Google services.

Your +1’s may appear to others as an annotation with your profile name
and photo in Google services (such as in search results or on your Google
Profile) or elsewhere on websites and ads on the Internet.

Also,

[Google] may share aggregate statistics related to users’ +1 activity with
the public, our users, and partners, such as publishers, advertisers, or
connected sites. For example, we may tell a publisher that "10% of the
people who +1’d this page are in Tacoma, Washington."

The Google +1 Privacy Policy also provides an idea about the other things that can be
done with +1...

You may view the list of items you have +1’d on the +1 tab on your Profile.
You can remove individual items from that list.

You may opt out of seeing +1 recommendations on third-party websites
(including on ads on third-party sites) from people you know.



Who Sees What?

We already have the idea that +1 operates and revolves around your social circle (as
you’ve provided in your Google Profile). But then again, Google +1’s privacy policy
mentions that your +1’s may appear to others as an annotation with your profile
name and photo in Google services.

So, who is allowed to see what?

According to the post announcing of +1’s release:

So how do we know which +1’s to show you? Like social search, we use
many signals to identify the most useful recommendations, including things
like the people you are already connected to through Google (your chat
buddies and contacts, for example). Soon we may also incorporate other
signals, such as your connections on sites like Twitter, to ensure your
recommendations are as relevant as possible. If you want to know who
you're connected to, and how, visit the “Social Circle and Content” section
of the Google Dashboard.


+1's Impact on Site Owners

It's still too early to tell what impact Google +1 will have on Web sites and their
owners, but just like any other development that comes out from Google, thoughts
and speculations are already flying all over the place.

Ray Grieselhuber of GinzaMetrics is one of the first people to air their thoughts
regarding the matter.


According to Grieselhuber:

The URL for a site that is +1ed on an organic link will also benefit in the
paid search ads, if that same URL is used as the destination URL in an
AdWords campaign.

Specifically, if one of your URLs gets a lot of +1s from its organic listing,
then there is a natural incentive to use that URL as a destination URL in
your ads.

Grieselhuber thinks that +1 is one of Google's attempts to push people away from
using ad specific landing pages and focus on content that is narrowly optimized to
paid campaigns that they run. In addition, he also opined that:

This also means that if you are running paid search ads on AdWords, there are real
incentives for you to try to get your users to plus your pages. Even if you’re not
running paid search campaigns, there are obvious benefits in organic search so
having people plus your pages will be a big deal.

With regards to Google's requirement that a user have a Google profile to be able to
use +1, Grieselhuber thinks that Google is using this strategy to get more users to
create their own profiles. However, he is having some doubts that this strategy will
work because most of the incentives around +1 today exist primarily for site owners
and not users.

With regards to +1's possible impact on analytics, SearchEngineLand's Danny
Sullivan thinks that stats around +1s will eventually start to show up in Google
Webmaster Central (for organic listings only). Presumably, +1s on ads will show up
in the AdWords interface. And if +1 does gain traction, it will surely have an impact
on how campaigns are organized and optimized.

As for whether or not +1 will be game-able or not, if you know your Google history,
the answer is very likely a resounding yes. However, the fact that users are required
to have a Google profile to be able to use +1 can make it a bit more difficult.
Grieselhuber also notes that Google's move to create a +1 button is a good indication
of the increasing importance that sharing and social will play in SEO in the next few


years. So, it's as good as a time as any to make sure your content is shareable.


Using Google +1

According to the post announcing of +1’s release, Google will be:

[…] slowly rolling out +1’s, starting in English on Google.com. If you can’t
wait to start seeing +1’s, we’ll soon let you opt-in to the launch by visiting
our experimental search site. Initially, +1’s will appear alongside search
results and ads, but in the weeks ahead they’ll appear in many more places
(including other Google products and sites across the web).

So, right now only a small percentage of Google search users on Google.com in the
United States searching in English will see a “grayed out” +1 button right beside
each one of the search listings. Just to reiterate, users need to be logged in to their
Google Account to be able to see this. (Image courtesy of Danny Sullivan/Search Engine
Land.)

When a user clicks on the +1 button, the button will become colored.


In addition to the button lighting up colorfully, the user will also see a note under the
main link informing him/her that he/she has "+1'd" that particular link/result.
Along with that, the user is also provided with an “undo” link to remove his +1.

When a user performs a search while logged in to his/her Google Account, any
results that he/she has +1′d — or which have been +1′d by those in his/her
network — will be enhanced.

In the above screenshot you will see two names attached to it. Those are two people
in the searcher’s network who have liked that particular listing, plus the searcher is
also told that there are 16 others in his/her network who like it.

Aside from Google’s search listings, users can also +1 ads from Google AdWords that
show up in search results.


Google +1 for websites is currently not yet available. And according to Google, it will
still be a few months before it comes out.

Want to start using +1?

If you already have a Google Profile, all you have to do is to opt-in to +1 on your
profile page.

If you don’t have a Google Profile yet, you can create one by going to
https://profiles.google.com/

In case you don’t see any sign of +1 even when you’re logged in to your Google
Account, it probably means that it hasn’t yet been rolled out in your place. But you
can “force” Google to display the option for you by going to
http://www.google.com/experimental/index.html.



Once you’ve been enrolled, you’ll be able to manage all your +1s on a special “tab” on
your profile page.

What Other People Are Saying About Google +1

Any update or development from Google, big and small, are always sure to stir up a
hornet's nest of criticisms and speculations. And it's no different with Google +1.

People in the tech world were already talking about the challenges it's going to face,
the impacts it might have on web site owners and advertisers, its possible impact on
SEO, and many other things.

On April 1, 2011, TNW's Courtney Boyd Myers published an article about his
interview with Dale Carr, CEO of LeadBolt, where they discussed about Google +1.

When asked why Google's earlier attempts at going social had all failed, Carr
responded saying:

On the whole it seems as though each one attempted to redefine or change

the way people interacted with technology. With Orkut it was the
classification of relationships and rigidness in approach, Buzz was an
inherent opt-in where you were forced to not only create a Google profile
but Google automatically â€˜took the liberty’s of connecting you to all of
your Gmail frequent contacts. As for Google Profile, it was a privacy
nightmare that exposed you to the outside world in an unknown way. Add
to that the constant attempts by spammers to game the Google systems
and you have inherently difficult systems to manage, trust and ultimately
use.

As for the challenges that +1 is facing, Carr said that much of the challenges will
come from user habit, acceptance, and trust. There have been several occasions in
the past when Google had stepped outside of what is considered by many as
permissible with regards to the use of sensitive personal information. According to
Carr, if users feel that Google will use +1 to gather personal information and use it in
such a way that it jeopardises their privacy, then it's very likely to cause an outrage
among users.

Another challenge that +1 is facing is the inavoidable eventuality that some people
will try to game the system and benefit from it.

According to Carr, overcoming these challenges will be another challenge to Google.
There is no way of telling yet whether or not Google will be successful in
overcoming the challenges it's facing with +1, but as with everything in technology,
Carr said, anything is possible.

If there's any benefit to be gained from +1, several experts in the tech world agree
that advertisers will be at the receiving end. According to Carr:

Advertisers will have now have access to crowd sourced feedback gaining
yet additional metrics enhancing their overall ad effectiveness.

For adverts that are +1’sd the opportunity to â€˜break’s into a network of
people that may otherwise not have known about their product is massive.
This would lead to more focused targeting and certainly higher
conversions with the introduction of a viral element that has not existed in


Google before. It is a very exciting opportunity for advertisers to grow
faster than they could through adsense alone and deliver that all important
sense of trust.

[...]

Advertisers can create viral marketing campaigns far easier through the
+1 system than otherwise possible. The element of trust that +1 creates is
exceptionally valuable and by leveraging this aspect, advertisers can create
an immediate rapport with new users, which could easily lead to higher
returns per user for the advertiser.

[...]

+1 will raise the awareness of the adverts being displayed as crowd rating
comes into play. I predict ads will become more personal as it tries to
â€˜speak to the user’s.

But, the same cannot be said about publishers. Yes, there's a good possibility that
their add revenue could increase, but there's also the possibility that the ads on their
site will grab their visitors' attention from the actual content. As Carr puts it:

If this experiment in social rating works for Google no doubt they will roll
this out across all of their assets and advertising platforms. For publishers
using adsense on their sites, the rating system may cause visitors to their
sites to defocus on the actual content the publisher is providing and more
on the adverts, causing higher bounce rates and less stickiness. Although
advertising revenue on their site may actually increase, depending on their
objectives, loss of the visitor may or may not be positive for them.

As for +1's possible inpact on SEO, Carr has this to say:

Initially unscrupulous parties will attempt to manipulate ratings. If Google
can keep this under control, the +1 ratings will have a huge impact on SEO.

The aim of search results is to provide the most relevant results for the user


searching. As one understands the user more and the groups and
demographics to which they belong, the results can be refined to a point
where they perfectly match what that specific user is looking for. +1 is an
attempt to gain this insight and will ultimately help refine the results so
they “recommended” results appear higher up than others.

As for marketers, +1's possible effects on them still remain to be seen. But
speculation says that it could in fact give their web presence more significance if
they get +1's a lot. Some people look at +1 to be some sort of digital word-of-mouth
marketing, if more consumers give a recommendation for a business or brand using
this new social networking tool, obviously their sales have the chance of increasing
as a benefit. Who doesn't want that?


Google +1 - The Rundown

To provide you with a clearer picture of what +1 is, here's a rundown of the +1
fundamentals.

 It's currently just a voting button for search results and ads on
Google Search.

Although people are generally referring to it as Google's latest social strategy,
Google +1 is currently really just a voting button/system rather than a
proper social network.

 You need a Google Profile to use it.

The social aspect of +1 only becomes apparent with the fact that it is
connected to Google Profiles. But still, strictly speaking, +1 is not anywhere
close in being a social network. At this stage it is more like a collaborative set
of tools for users of Google products.


 +1s are shared publicly, but they can be undone.

Thought you have +1'd a link/result by mistake? Well, you can undo it if you
like. Now, although your +1s are made public, your personal information
(such as your name) won't be made available to users outside of your Google
social circle. But if you're still concerned about your privacy, you can set the
+1 tab on your profile as private.

 Your 'social circle' will see your +1's.

Speaking of your social circle (which is comprised of people you are
connected with on various social networks that you've added to your Google
profile), Google lets you manage who can see your +1 activity via your profile
dashboard. There you can edit your social connections and your social
content connections. The former is who you know in your Gmail contacts
book and the latter is services you are connected to using Google Profile
authentication (e.g. Blogger, Youtube and external services such as Quora).

 You will see total +1 counts for sites you are not socially
connected to.

As mentioned earlier, personally identifiable +1's will only be shown to
people you know. As for people outside of anyone's social circle, the only
thing they will see are general counts for URLs in the search engine results
pages (SERPs) which have received many +1's. It's very much like the "XX
people likes this" that you see on Facebook.

 Paid search ads can be +1'd.

One fairly unique feature of Google +1 is that ads can receive votes. In effect,
this means users can bookmark ads and by +1-ing ads, you are essentially
recommending the ads to other people. And as many experts agree, this
presents a benefit to advertisers such that social clicks/recommendations
could potentially turn into earned media.


 Google wants to personalize ads according to +1's.

When you first use the +1 feature a dialog box appears with a pre-checked
checkbox requesting to use your +1 data to personalize ads to you. This is
obviously a feature that will be interesting to paid search marketers, but it
also of particular interest in light of recent changes to gmail ads which are
going to be more focused on localized personalization.

 Web site owners will be able to put a +1 button on their site(s)
and allow their visitors to vote on their site.

However, Google says that it's still months away from being released.

 You can start experimenting with +1's right now.

Even if +1 hasn't been rolled out to you yet, you can still see and use it by
going to http://www.google.com/experimental/index.html

 Google +1 might be a basis of future organic ranking signals.

According to Jim Prosser "the search team is very excited about +1 and are
looking at this very closely as a possible signal for ranking."


A Facebook Competitor?

As mentioned earlier, +1 is not a social network. However, some people are still
proclaiming it as a Facebook competitor. The fact that +1 doesn't present users with
much of any benefits other than voting on results and possibly sharing with their
friends the pages that they've +1'd on makes these proclamations sound like a joke.

The +1 button will be a great new signal for Google to improve its search results and
add information to its Social Search feature, but for it to really take off, Google will
have to syndicate these results to places where people really want to send them.

The real problem right now, tough, is that there are only so many buttons users can
click on any given site and unless they know where their recommendations go,
chances are they won’t bother using this feature much.

In addition to that, not a lot people are utilizing or even minding about their Google
Profile. And since +1 is connected to Google Profiles, this makes it even harder for
most users to see its significance and usefulness.

Unlike on Facebook and Twitter where people get instant feedback from their
contacts whenever they share something, it's not entirely clear what a +1 click really
amounts to. What's obvious to most people is that +1 is developed for Google's own
benefit for the most part.

Another thing is that, people, even if they are friends or related to each other by
blood, have varying interests and that they are very likely to be looking for totally
different things on the web, so their chances of seeing each other's
recommendations (or +1s) are pretty slim.

Until Google actually allows users to syndicate these +1â€²s to other sites and
services like Facebook and Twitter, it seems very unlikely that the service will take
off in a major way.

But knowing Google, +1 may well be just a small part of Google’s overall social
strategy. Maybe +1 could become part of a larger Facebook competitor in the long
run.
Now its time to take ACTION . . .



In case you're wondering...
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- This is NOT about building backlinks (Even though you do get massive backlinks
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- This is NOT about throwing money down the drain with PPC
- This is NOT about expensive media buys that take months to fine tune
- This is NOT about building a huge network of blogs
- This is NOT about some new fly by night SEO trick
- This is NOT about video marketing
- This is NOT about Twitter tactics
- This is NOT about Facebook marketing or any other social media tactic
This unique marketing strategy does not involve any of the methods above.
As I mentioned, only a handful of marketers are using this powerful marketing
method and the results are overwhelming.
This is like nothing you've ever seen or heard of. In fact it's my dirty little traffic
secret that for the first time ever I'm going to reveal to just a few lucky
marketers.




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