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Why Your Brand Needs a Google+ Page NowDocument Transcript
Industry Alert top i c Google+ Business PagesWhy Your Brand challenge Social link equity, Google+ and Google search visibilityNeeds a Google+ channels Social, SEO, Paid SearchBusiness Page Now november 2011Google launched Google+ Business Pages,finally giving brands an identity onGoogle+. Google+ Business Pagesdon’t yet have the functionality ofFacebook, but brands should create aGoogle+ Page now. It’s easy —onlya 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 go3. 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 seoprofile, LinkedIn page, Tumblr page, efforts. As Google strives to perfect social search, seo is fundamentallyYouTube channel and maybe even a changing. Social content from brands is increasingly achieving prominentMySpace page. So why does your brand visibility on the search engine results pages (serps). This is especiallyneed another social media page? Well, true for searches for your brand name. For example, a search for yourfirst—even if you don’t plan to use your brand likely returns top-ten organic results that include your FacebookGoogle+ Page—you must claim your page, Twitter profile or YouTube channel. Similarly, expect to see yourofficial 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 socialsteal your official page. Mashable’s Todd properties, the better. Creating a Google+ page enables you to controlWasserman illustrated this by creating a one more valuable top-ten listing. This aids in serp domination andfake official brand page for Coca-Cola. reputation management. Additionally, expect Google to soon feature yourGoogle will take down pages created by brand’s Google+ posts in organic search. After all, it’s easier for Googlethose who don’t have authority over your to create a social serp by using its own Google+ content than by usingbrand, and Google does have practices in outside Facebook or Twitter content. performics.com • blog.performics.com • @performics
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 relevantyou’ll have to decide how much time you want to put and gain more clicks. If Google succeeds in drivinginto your page. You could just mirror the content you’re large +1 button adoption, it will derive a wealth of socialalready posting on Facebook or Twitter. Or you could cues that can be used to create highly-customized andput 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 claimHere are some things you currently can’t their Google+ Pages now to (1) prevent someone elsedo 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 administrativeyour Google+ page and the +1 button. Similar to the costs. Long-term, Google+ must provide enoughFacebook “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