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Building a
                                 Powerful
                                 Google+
                                 Network
                              




Virante Web Marketing
Mark Traphagen - Director of Digital Outreach
 
                                                    Text




                  Virante Web Marketing
                 Mark Traphagen - Director of Digital Outreach
This is me holding a mockup of the wheel of the Mars Curiosity Rover at the launch two years ago.
This is Courtney Ramirez, a Google+ user.


                     Mark Traphagen | Virante.org | @marktraphagen
 




One day Courtney searched on Google to find a Quora page about Google Authorship.


                     Mark Traphagen | Virante.org | @marktraphagen
 




These were her top results.


                      Mark Traphagen | Virante.org | @marktraphagen
 




She recognized that the #2 result was from someone she knew and trusted.


                     Mark Traphagen | Virante.org | @marktraphagen
 




Me!


      Mark Traphagen | Virante.org | @marktraphagen
 




Why did she get this result? Because I’m in Courtney’s Google Contacts (G+ Circles and/or Gmail).


                      Mark Traphagen | Virante.org | @marktraphagen
 




This is Google’s “Search + Your World” in action. The icon shows my result was boosted for Courtney
because of our connection.

               Mark Traphagen | Virante.org | @marktraphagen
Google+ is the most powerful network
for building influence because it
extends your reach into Google
search, and other Google entities.

                                                                              




Image copyright © by Beshef http://www.flickr.com/photos/sharif/457552633/




                                                Mark Traphagen | Virante.org | @marktraphagen
 




 Image copyright © by Jon Diez Supat /http:/www.flickr.com/photos/84651101@N00/3675154020/

Google social network patents suggest that this reach can extend into one’s extended network: the contacts
of people who are contacts of me. Thus Google+ posts are like seeds scattered by the wind.

                                              Mark Traphagen | Virante.org | @marktraphagen
 




Here’s a recent search I did, logged out of Google.

                      Mark Traphagen | Virante.org | @marktraphagen
 




Logged in to Google I get a much more useful result from a real person who seems to carry some authority.

                      Mark Traphagen | Virante.org | @marktraphagen
1 - My Google+ post
     2 - Google+ page post
     3 - Another Google+
     post by me
     4 - Share of Google+
     post by friend
     5 - Home page of site
     6 - Inside page of site
     7 - Another page of site
     8 - Another page of site
Google+ posts also help you claim more of Google’s valuable
Search real estate. Here’s how we captured 8 of 10 1st page
results for a week for “backlink removal tool,” a valuable keyword
for our RemoveEm tool that helps sites recover from a Penguin
penalty.


Mark Traphagen | Virante.org | @marktraphagen
Feb 6, 2012

Another feature of Google+ posts is that they can not only rank in search but last. This post of mine has been
#1 or #2 for “google+ page analytics” for over a year now.

                       Mark Traphagen | Virante.org | @marktraphagen
 




We need to stop thinking of social networks as just linear chains of friend connections, just because that’s
how we experience them.

                       Mark Traphagen | Virante.org | @marktraphagen
 




                                                                    Image copyright © by Rebecca-Lee hhttp://www.flickr.com/photos/lorelei-

A Google+ network is more like the neural network in your brain. Every interaction you have there creates
                                                                    ranveig/2294885420/


new pathways and connections all across Google.

                      Mark Traphagen | Virante.org | @marktraphagen
 




Let’s get practical: How do you build a powerful Google+ network?
 Image copyright © by Dave Nicoll http://www.flickr.com/photos/nicoll/150272557/




                                                    Mark Traphagen | Virante.org | @marktraphagen
Starter Tips




                                                                                              




Let’s start with some basics everyone should do. (These all apply for brand pages as well!)

 Image copyright © by Mike Schroeder http://www.flickr.com/photos/dialect/1363583973/
                                                                                          All Tips at
                                                                                          bit.ly/gplusnetwork
                                                Mark Traphagen | Virante.org | @marktraphagen
1. Find Conversations




Use Google+’s search to find good conversations on your topic of expertise, and enter in. TIP: On Google+,
you don’t have to be circled by someone or circle them in order to comment on their public posts.

                                                                 bit.ly/gplusnetwor
                                                                 k
                             Mark Traphagen | Virante.org | @marktraphagen
1a. Evaluate: GPlusData.com




Use GPlusData.com to check out the popularity of people you find, segmented by KWs & demographics.

                                                              bit.ly/gplusnetwor
                                                              k
                           Mark Traphagen | Virante.org | @marktraphagen
1a. Evaluate: CircleCount.com




Further vet their popularity, who recommends them, and their average engagement with CircleCount.com

                                                               bit.ly/gplusnetwor
                                                               k
                            Mark Traphagen | Virante.org | @marktraphagen
2. Find Communities




Use the Communities filter in G+ search to find good communities where you can engage & get known.

                                                               bit.ly/gplusnetwor
                                                               k
                            Mark Traphagen | Virante.org | @marktraphagen
Create Communities for Influence & Branding




Both persons and brands can create and moderate Communities.
                                                               bit.ly/gplusnetwor
                                                               k
                           Mark Traphagen | Virante.org | @marktraphagen
Communities Can Rank in Search!




Communities themselves can even rank in Google search!
                                                            bit.ly/gplusnetwor
                                                            k
                           Mark Traphagen | Virante.org | @marktraphagen
3. Watch the mentions




                                                                    bit.ly/gplusnetwor
“Mentions” of others by influential users can be good clues for other people you should circle & engage.
                                                                    k
                              Mark Traphagen | Virante.org | @marktraphagen
3. Watch the mentions




  Bonus Tip:
  +mentions generate
  a notification to the
  mentioned user

And +mentioning someone in a post sends them a notification. Nice way to let an influencer know that you
called positive attention to her!

                                                                 bit.ly/gplusnetwor
                                                                 k
                             Mark Traphagen | Virante.org | @marktraphagen
Time to Level Up!




   Imag copyright © by KD1s http://www.flickr.com/photos/kd1s/2738819787/




Now on to some more advanced techniques for Google+ influence building.


                                                           Mark Traphagen | Virante.org | @marktraphagen
1. Relevance sort




Sort your circles by “relevance” to find out who engages with you the most.


                              Mark Traphagen | Virante.org | @marktraphagen
2. Ripples




Use Ripples on any post to discover who reshared it, and which of your resharers give you the most reach.


                             Mark Traphagen | Virante.org | @marktraphagen
2. Ripples




In Ripples, the larger the name and circle, the farther “reach” that person gave your post. TIP: Use the
Ripples right sidebar to go to the posts of your best influence-spreaders to thank them. That also keeps you in
those conversations about your post.
                              Mark Traphagen | Virante.org | @marktraphagen
3. Create Influencers & "Stalking" Circles




Create “influencers” and “stalking” circles of people on whose radar you want to be. Periodically scan those
circles for posts you can reshare or engage.

                              Mark Traphagen | Virante.org | @marktraphagen
4. Detailed profile




Fill out your profile in great detail, not only to establish your “creds” with people deciding whether to circle you,
but also because your profile provides main keyword clues to Google to rank you in search.
                                 Mark Traphagen | Virante.org | @marktraphagen
5. Google Authorship




                          Google+ Authorship Community:
                           bit.ly/AuthorshipCommunity
Be sure to make use of Google Authorship so when you show up in people’s search results because of
personalization, their eye is immediately drawn to your result. Also builds your personal brand.


                            Mark Traphagen | Virante.org | @marktraphagen
Mark Traphagen
Director of Digital Outreach
Virante.org

Google.com/+MarkTraphagen
@MarkTraphagen
       All My Google+ Guides:
          bit.ly/GplusGuides

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Building a Powerful Google+ Network - SMX West 2013

  • 1. Building a Powerful Google+ Network   Virante Web Marketing Mark Traphagen - Director of Digital Outreach
  • 2.   Text Virante Web Marketing Mark Traphagen - Director of Digital Outreach This is me holding a mockup of the wheel of the Mars Curiosity Rover at the launch two years ago.
  • 3. This is Courtney Ramirez, a Google+ user. Mark Traphagen | Virante.org | @marktraphagen
  • 4.   One day Courtney searched on Google to find a Quora page about Google Authorship. Mark Traphagen | Virante.org | @marktraphagen
  • 5.   These were her top results. Mark Traphagen | Virante.org | @marktraphagen
  • 6.   She recognized that the #2 result was from someone she knew and trusted. Mark Traphagen | Virante.org | @marktraphagen
  • 7.   Me! Mark Traphagen | Virante.org | @marktraphagen
  • 8.   Why did she get this result? Because I’m in Courtney’s Google Contacts (G+ Circles and/or Gmail). Mark Traphagen | Virante.org | @marktraphagen
  • 9.   This is Google’s “Search + Your World” in action. The icon shows my result was boosted for Courtney because of our connection. Mark Traphagen | Virante.org | @marktraphagen
  • 10. Google+ is the most powerful network for building influence because it extends your reach into Google search, and other Google entities.   Image copyright © by Beshef http://www.flickr.com/photos/sharif/457552633/ Mark Traphagen | Virante.org | @marktraphagen
  • 11.   Image copyright © by Jon Diez Supat /http:/www.flickr.com/photos/84651101@N00/3675154020/ Google social network patents suggest that this reach can extend into one’s extended network: the contacts of people who are contacts of me. Thus Google+ posts are like seeds scattered by the wind. Mark Traphagen | Virante.org | @marktraphagen
  • 12.   Here’s a recent search I did, logged out of Google. Mark Traphagen | Virante.org | @marktraphagen
  • 13.   Logged in to Google I get a much more useful result from a real person who seems to carry some authority. Mark Traphagen | Virante.org | @marktraphagen
  • 14. 1 - My Google+ post 2 - Google+ page post 3 - Another Google+ post by me 4 - Share of Google+ post by friend 5 - Home page of site 6 - Inside page of site 7 - Another page of site 8 - Another page of site Google+ posts also help you claim more of Google’s valuable Search real estate. Here’s how we captured 8 of 10 1st page results for a week for “backlink removal tool,” a valuable keyword for our RemoveEm tool that helps sites recover from a Penguin penalty. Mark Traphagen | Virante.org | @marktraphagen
  • 15. Feb 6, 2012 Another feature of Google+ posts is that they can not only rank in search but last. This post of mine has been #1 or #2 for “google+ page analytics” for over a year now. Mark Traphagen | Virante.org | @marktraphagen
  • 16.   We need to stop thinking of social networks as just linear chains of friend connections, just because that’s how we experience them. Mark Traphagen | Virante.org | @marktraphagen
  • 17.   Image copyright © by Rebecca-Lee hhttp://www.flickr.com/photos/lorelei- A Google+ network is more like the neural network in your brain. Every interaction you have there creates ranveig/2294885420/ new pathways and connections all across Google. Mark Traphagen | Virante.org | @marktraphagen
  • 18.   Let’s get practical: How do you build a powerful Google+ network? Image copyright © by Dave Nicoll http://www.flickr.com/photos/nicoll/150272557/ Mark Traphagen | Virante.org | @marktraphagen
  • 19. Starter Tips   Let’s start with some basics everyone should do. (These all apply for brand pages as well!) Image copyright © by Mike Schroeder http://www.flickr.com/photos/dialect/1363583973/ All Tips at bit.ly/gplusnetwork Mark Traphagen | Virante.org | @marktraphagen
  • 20. 1. Find Conversations Use Google+’s search to find good conversations on your topic of expertise, and enter in. TIP: On Google+, you don’t have to be circled by someone or circle them in order to comment on their public posts. bit.ly/gplusnetwor k Mark Traphagen | Virante.org | @marktraphagen
  • 21. 1a. Evaluate: GPlusData.com Use GPlusData.com to check out the popularity of people you find, segmented by KWs & demographics. bit.ly/gplusnetwor k Mark Traphagen | Virante.org | @marktraphagen
  • 22. 1a. Evaluate: CircleCount.com Further vet their popularity, who recommends them, and their average engagement with CircleCount.com bit.ly/gplusnetwor k Mark Traphagen | Virante.org | @marktraphagen
  • 23. 2. Find Communities Use the Communities filter in G+ search to find good communities where you can engage & get known. bit.ly/gplusnetwor k Mark Traphagen | Virante.org | @marktraphagen
  • 24. Create Communities for Influence & Branding Both persons and brands can create and moderate Communities. bit.ly/gplusnetwor k Mark Traphagen | Virante.org | @marktraphagen
  • 25. Communities Can Rank in Search! Communities themselves can even rank in Google search! bit.ly/gplusnetwor k Mark Traphagen | Virante.org | @marktraphagen
  • 26. 3. Watch the mentions bit.ly/gplusnetwor “Mentions” of others by influential users can be good clues for other people you should circle & engage. k Mark Traphagen | Virante.org | @marktraphagen
  • 27. 3. Watch the mentions Bonus Tip: +mentions generate a notification to the mentioned user And +mentioning someone in a post sends them a notification. Nice way to let an influencer know that you called positive attention to her! bit.ly/gplusnetwor k Mark Traphagen | Virante.org | @marktraphagen
  • 28. Time to Level Up! Imag copyright © by KD1s http://www.flickr.com/photos/kd1s/2738819787/ Now on to some more advanced techniques for Google+ influence building. Mark Traphagen | Virante.org | @marktraphagen
  • 29. 1. Relevance sort Sort your circles by “relevance” to find out who engages with you the most. Mark Traphagen | Virante.org | @marktraphagen
  • 30. 2. Ripples Use Ripples on any post to discover who reshared it, and which of your resharers give you the most reach. Mark Traphagen | Virante.org | @marktraphagen
  • 31. 2. Ripples In Ripples, the larger the name and circle, the farther “reach” that person gave your post. TIP: Use the Ripples right sidebar to go to the posts of your best influence-spreaders to thank them. That also keeps you in those conversations about your post. Mark Traphagen | Virante.org | @marktraphagen
  • 32. 3. Create Influencers & "Stalking" Circles Create “influencers” and “stalking” circles of people on whose radar you want to be. Periodically scan those circles for posts you can reshare or engage. Mark Traphagen | Virante.org | @marktraphagen
  • 33. 4. Detailed profile Fill out your profile in great detail, not only to establish your “creds” with people deciding whether to circle you, but also because your profile provides main keyword clues to Google to rank you in search. Mark Traphagen | Virante.org | @marktraphagen
  • 34. 5. Google Authorship Google+ Authorship Community: bit.ly/AuthorshipCommunity Be sure to make use of Google Authorship so when you show up in people’s search results because of personalization, their eye is immediately drawn to your result. Also builds your personal brand. Mark Traphagen | Virante.org | @marktraphagen
  • 35. Mark Traphagen Director of Digital Outreach Virante.org Google.com/+MarkTraphagen @MarkTraphagen All My Google+ Guides: bit.ly/GplusGuides

Editor's Notes

  1. If nothing else in this presentation impresses you: THIS IS ME WITH A WHEEL OF THE MARS CURIOSITY ROVER!
  2. Courtney Ramirez searches "google authorship quora"
  3. Courtney Ramirez gets me at top of her results
  4. Courtney recognizes my face in her search results
  5. Why am I there?
  6. Because we're friends on Google+ (she has me in one of her circles)
  7. Personalized search affected by our Google+ connection
  8. Your Google Network = REACH
  9. Google+ connects you to extended networks
  10. Another example: logged out search
  11. Same search logged in to Google. Now I have a more useful result from a trusted authority
  12. Google+ posts can help you capture more SERP real estate. Here we got 8 of 10 1st page results for a KW important to us.
  13. Google+ posts can retain high rankings for long tail KWs that last over time.
  14. We think of the web as a series of fairly static linked chains...
  15. But social connections make it more like a neural network, constantly reconfigured by new signals
  16. Let's look at HOW to build a powerful network on Google+
  17. First some starter tips to get you up and making connections
  18. Use search to find relevant conversations and enter in.
  19. Evaluate influencers with GPlusData.com
  20. Further vet users with CircleCount.com
  21. Find relevant communities and join.
  22. Find relevant communities and join.
  23. Find relevant communities and join.
  24. Circle & engage people plus mentioned as authoritative and influential.
  25. Bonus: When you highlight someone in a post, +mention them. They get notified of the post.
  26. Time to Level Up! Let's look at some more advanced techniques for building influence on Google+.
  27. Use the relevance sort in Circles view to see who engages with you the most.
  28. View the Ripples of your most shared posts to find your influence spreaders.
  29. The larger the circle, the further that person spread the post.
  30. Put your influencers & people you want to stalk in circles so you can track & engage them more.
  31. Fill out your profile completely so people know what you're about. Include keywords for Google+ search.
  32. Google Authorship Rich Snippet draws the eye and increases click through rate.