Google Plus - More Than a One Trick Pony by Angie Pascale


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Google Plus - More Than a 1 Trick Pony by Angie Pascale @angiepascale of Location3

Google+, Authorship & SEO Issues For Social Media
#smxsocial13 #smx #14A
Still not convinced Google+ is a social platform you need to pay attention to? This session will take an in-depth look at how your Google+ presence, +1′s and creating authoritative identities for your brand and individual bloggers can impact traffic from Google search results. Panelists will demonstrate real traffic and engagement metrics from Google+ and help you troubleshoot issues with authorship and G+ data.

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Google Plus - More Than a One Trick Pony by Angie Pascale

  1. 1. Angie Pascale, Social Media Director | Location3 Media | GOOGLE+: MORE THAN A +1 TRICK PONY LOCATION3 #SMXSocial13 | #SMX #14A @angiepascale | @Location3 @angiepascale | @Location3
  2. 2. The Many Breeds of Google+ LOCATION3 Photo Sources Integrating with Other Digital Efforts #SMXSocial13 | #SMX #14A Tracking and Measuring @angiepascale | @Location3
  3. 3. The Many Breeds of Google+ Google+: More Than a +1 Trick Pony LOCATION3 #SMXSocial13 | #SMX #14A @angiepascale | @Location3
  4. 4. The varied types and functionality of Google+ pages can make your head spin. LOCATION3 Photo Source: #SMXSocial13 | #SMX #14A @angiepascale | @Location3
  5. 5. Page Type Verification Vanity URL Posting Ability Personal Page ✔ ✔ ✔ 1. 2. 3. 4. 5. 6. About Posts Photos Videos/YouTube Reviews +1s ✔ 1. 2. 3. 4. About Posts Photos Videos/YouTube ✔ 1. 2. 3. 4. About Posts Photos Videos/YouTube Brand Page ✔ Local Google+ Page Google+ Local Page LOCATION3 ✔ ✔ ✔ Follow/+1 Buttons Tabs 1. About 2. Photos Description Cover Image Add to Circles • 5,000 characters • Rich text • 5,000 characters • Rich text • 5,000 characters • Rich text Photo • 200 characters Map Reviews Managers Photo Follow and +1 Displays in Google+ Local Photo Follow and +1 Displays in Google Maps +1 only #SMXSocial13 | #SMX #14A ✔ ✔ ( if verified) ✔ ✔ ✔ @angiepascale | @Location3 ✔
  6. 6. Full posting capabilities. Reviews tab signifies personal page. Personal Page Large descriptions with rich text and links. Links to other sites, sources and social channels. LOCATION3 #SMXSocial13 | #SMX #14A @angiepascale | @Location3
  7. 7. Cover image is uploaded photo. Brand Google+ Page Follow and +1 buttons LOCATION3 Ability to post from page. Link YouTube account, replaces Videos tab. Larger description (“Story”) with rich text, tagline, contact info and links. #SMXSocial13 | #SMX #14A @angiepascale | @Location3
  8. 8. Cover image is uploaded photo. Local Google+ Page Follow and +1 buttons Ability to post from page. LOCATION3 #SMXSocial13 | #SMX #14A Map is included in About tab. Larger description (“Story”) with rich text, tagline, contact info and hours. @angiepascale | @Location3
  9. 9. Google+ Local Page Map is used as main cover photo +1 button only. Two tabs: About and Photos Basic description. Customers can leave reviews. LOCATION3 #SMXSocial13 | #SMX #14A @angiepascale | @Location3
  10. 10. LOCATION3 #SMXSocial13 | #SMX #14A @angiepascale | @Location3
  11. 11. Integration with Other Digital Efforts Google+: More Than a +1 Trick Pony LOCATION3 #SMXSocial13 | #SMX #14A @angiepascale | @Location3
  12. 12. Organic Search • Some links in About section of profile are dofollow. • Pages and posts accumulate PR. • Shared links are dofollow and pass value. • Posts are crawled and indexed almost immediately. • Each post has characteristics of a blog: - Separate URL - First ~50 characters become title - Longer post lengths - Full editing power at any time - Reshares result in internal linking within G+ • Authorship and publisher markup: Do not have direct impact based on authority, but may someday and currently can increase CTR by being more eye-catching. LOCATION3 #SMXSocial13 | #SMX #14A NO FOLLOW LINK DO FOLLOW LINKS @angiepascale | @Location3
  13. 13. Google+ Post ranks for “business signs.” Note the meta description. LOCATION3 While “business signs” is in the Google+ post, that’s not what was used as the description. #SMXSocial13 | #SMX #14A Google pulled the description from the linked article. @angiepascale | @Location3
  14. 14. Knowledge Graph LOCATION3 #SMXSocial13 | #SMX #14A @angiepascale | @Location3
  15. 15. Imagery High Quality Google+ is very image heavy, thus having high quality, engaging and high res imagery is important for increasing CTR and engagement. Animation Experiment with GIFs and succession of similar photos, which creates a gif-like image. Cover images New dimensions as of November 13! Still a 16:9 aspect, min 480x270 pixels. Profile Photo Larger version: Circumference – 120 px; Inscribed square – 84x84 px Smaller version: Circumference – 43 px LOCATION3 #SMXSocial13 | #SMX #14A @angiepascale | @Location3
  16. 16. Image Carousel LOCATION3 Images are pulled from Google+ pages. If there are no high quality images, map is shown instead. #SMXSocial13 | #SMX #14A @angiepascale | @Location3
  17. 17. Virtual Tours Allow customers to view the interior space of your establishment. Having a virtual tour on your Google+ page may impact ranking. LOCATION3 #SMXSocial13 | #SMX #14A @angiepascale | @Location3
  18. 18. Paid Media Social Extensions All +1s on paid search ads roll up to total on Google+ brand page. Can increase personalization in ads, increase ranking and reach for Google+ page, and may contribute to CTR overall. Search ads with annotations have 5-10% uplift in CTR. Shared Endorsements Google+ connections and activity may be included in paid search ads, according to Google’s new terms. Applies to personal and business pages. LOCATION3 #SMXSocial13 | #SMX #14A @angiepascale | @Location3
  19. 19. Tracking and Measurement Google+: More Than a +1 Trick Pony LOCATION3 #SMXSocial13 | #SMX #14A @angiepascale | @Location3
  20. 20. Google Analytics See what content from your website is being shared on Google+ and referrals from Google+ to your website. LOCATION3 #SMXSocial13 | #SMX #14A @angiepascale | @Location3
  21. 21. View insights about specific pages, or search a query for data on all pages using that term. LOCATION3 #SMXSocial13 | #SMX #14A @angiepascale | @Location3
  22. 22. See most popular posts based on engagement. View post activity LOCATION3 #SMXSocial13 | #SMX #14A View all activity by post. @angiepascale | @Location3
  23. 23. Also view data for keyword searches. Beneficial for: • Finding influencers • Monitoring competitors • Generating content ideas LOCATION3 #SMXSocial13 | #SMX #14A @angiepascale | @Location3
  24. 24. View Google+ stats on daily follower growth, virality of posts, who is sharing posts, and compare CircleRank to others. CIRCLERANK OF SOME GOOGLE+ USERS/PAGES Britney Spears Barack Obama H&M NASA GE 1 LOCATION3 The Economist 8 45 56 708 1,120 #SMXSocial13 | #SMX #14A @angiepascale | @Location3
  25. 25. Ripples See who shared posts to understand their influence and determine if establishing a relationship is worthwhile. LOCATION3 #SMXSocial13 | #SMX #14A @angiepascale | @Location3
  26. 26. Merged Google+ Local After merging a Local Google+ page with a Google+ Local page, you are provided access to a new dashboard along with some insights. Insights provide data on how people found page, what they did on the page and how they interacted with it. LOCATION3 #SMXSocial13 | #SMX #14A @angiepascale | @Location3
  27. 27. Analytics for Local Pages Views • All views • Profile views • Post views • Local search views LOCATION3 Actions • All actions • New followers • +1 clicks • Shares • Comments • Clicks for more info on Maps • Clicks for driving directions • Clicks to website • Posts data #SMXSocial13 | #SMX #14A Post views • Shares • +1s • Comments • Why posts were viewed • Actions by content type @angiepascale | @Location3
  28. 28. Analytics For Local Pages LOCATION3 #SMXSocial13 | #SMX #14A @angiepascale | @Location3
  29. 29. The Many Breeds of Google+ Integrating with Other Digital Efforts Numerous types of pages exist. Know what’s out there for your brand, and determine which type you need. Google+ is not just a social channel, and cannot be viewed in a silo. Take advantage of all integration points. LOCATION3 Photo Sources #SMXSocial13 | #SMX #14A Tracking and Measuring Tracking is not ideal at this time, but it’s new and there are options. Take the time to know and dig into these tools and data. @angiepascale | @Location3
  30. 30. FIND ME Angie Pascale Social Media Director @angiepascale @Location3 LOCATION3 #SMXSocial13 | #SMX #14A @angiepascale | @Location3