Performics Industry Alert on Google+ Business Pages

1. Industry Alert top i c
Google+ Business Pages
Why Your Brand challenge
Social link equity, Google+
and Google search visibility
Needs a Google+ channels
Social, SEO, Paid Search
Business Page Now
november 2011
Google launched Google+ Business Pages,
finally giving brands an identity on
Google+. Google+ Business Pages
don’t yet have the functionality of
Facebook, but brands should create a
Google+ Page now. It’s easy —only
a few minutes to set up:
1. Keep in mind that Pages are connected
to one person’s personal Google+
profile. Thus, that person will be the
administrator of your brand’s Google+
Page. Additional administrators
cannot, as of now, be added. So
dedicate the appropriate person Performics Google+ Page
to manage your brand’s Page.
2. Have that person join Google+ place to identify and eliminate fake pages—including verification badges,
as a regular user. proof of ownership and “report this profile” functionality. But why go
3. Then, easily create your brand’s Google+ through the trouble of reclaiming your official brand page? Claim your
Page using the instructions provided. brand now! Google+ has 40 million users who represent a large potential
reach for your brand. Also, keep in mind that your fans can create
“unofficial” Pages for your brand; but you want to be officially represented.
Why Create A Google+ Page?
You have a Facebook page, Twitter The other reason to create a Google+ page now is to aid your seo
profile, LinkedIn page, Tumblr page, efforts. As Google strives to perfect social search, seo is fundamentally
YouTube channel and maybe even a changing. Social content from brands is increasingly achieving prominent
MySpace page. So why does your brand visibility on the search engine results pages (serps). This is especially
need another social media page? Well, true for searches for your brand name. For example, a search for your
first—even if you don’t plan to use your brand likely returns top-ten organic results that include your Facebook
Google+ Page—you must claim your page, Twitter profile or YouTube channel. Similarly, expect to see your
official brand Page, or someone else will. Google+ page in the top organic results for your brand keywords soon.
It’s currently very easy for someone to The more top-ten organic real estate you control via your social
steal your official page. Mashable’s Todd properties, the better. Creating a Google+ page enables you to control
Wasserman illustrated this by creating a one more valuable top-ten listing. This aids in serp domination and
fake official brand page for Coca-Cola. reputation management. Additionally, expect Google to soon feature your
Google will take down pages created by brand’s Google+ posts in organic search. After all, it’s easier for Google
those who don’t have authority over your to create a social serp by using its own Google+ content than by using
brand, and Google does have practices in outside Facebook or Twitter content.
performics.com • blog.performics.com • @performics

2. My Page is Created. Now What? display ads and organic search results. When searchers
see that their friends (or others) have +1’d a search result,
Once your brand is officially represented on Google+, the search result will likely be perceived as more relevant
you’ll have to decide how much time you want to put and gain more clicks. If Google succeeds in driving
into your page. You could just mirror the content you’re large +1 button adoption, it will derive a wealth of social
already posting on Facebook or Twitter. Or you could cues that can be used to create highly-customized and
put in some extra effort: relevant serps. For instance, organic listings with +1’s
from searchers’ friends could float to the top of the serp.
• Promote your page via your website and other
Or, paid search ads with substantial +1’s could receive
channels to gain followers. Your page will not be
higher Quality Scores. Thus, smart brands are seeking +1’s.
able to communicate with Google+ users until
those users subscribe to your page.
• Segment your followers into different Circles to Brands that actively engage participants on Google+ are
share customized messages with specific Circles. likely to gain more +1’s for their content. Google also
• Hold Hangouts to chat with your followers (i.e. host enables brands to link their Google+ pages with their
webinars, provide customer service, answer websites, paid search accounts and display accounts.
questions, etc.). Hangouts are one of the coolest Thus, +1’s associated with various pieces of content and
features of Google+; your brand can start a Hangout, advertising aggregate in the brand’s Google+ page. The
invite specific Circles and interact with customers combined effect of these +1’s can potentially help your
via video in real-time. brand achieve more visibility on the serp or in display.
• Build Pages for all your locations. Google allows
brands to create as many Pages as they like. This The Future of Google+
may also increase local search visibility. Google Slate has reported that, while 40 million people have
plans to soon allow local Pages to send location- joined Google+, these users aren’t doing a lot after they
based mobile offers to followers. join. Of course, the potential benefits of Google+
• Build pages for all your products
Business Pages hinge on whether people use–not just
• Use your Google+ Page as your website. This may
join–Google+. Because of the crowded social landscape,
be a good option for some small, local businesses
large-scale, Facebook-like use is a challenge for Google+.
that don’t have the resources to build and maintain
a native site.
This doesn’t change the fact that brands must claim
Here are some things you currently can’t their Google+ Pages now to (1) prevent someone else
do with Google+: from doing so and (2) realize the seo benefits of owning
another prominent social property, especially one that
• Buy advertising (like on Facebook)
Google has an interest in promoting via search. But—
• Buy followers
after claiming your brand—you must decide how much
time you want to dedicate to Google+. Short-term,
Google+ Pages & the +1 Button
your brand should give it a try and see what happens.
It’s important to understand the relationship between The potential opportunity outweighs administrative
your Google+ page and the +1 button. Similar to the costs. Long-term, Google+ must provide enough
Facebook “Like” button, the +1 button allows users to engaged participants to justify your efforts. Whether
+1 your content, as well as your paid search results, this happens remains to be seen.
If you have any additional questions on Google+ Business Pages,
please contact your Performics account team today.
industry alert
performics.com • blog.performics.com • @performics