Google Plus and SEO Reputation Management: Why Your Business Must Set Up an Account 1. Google has evolved to require more consideration of authenticity through user signals on Google Plus. 2. Setting up a Google Plus for Business page allows businesses to be represented authentically and integrate with Google search and maps. 3. Managing content, press releases, and social media can help businesses leverage Google Plus to message to brand searchers and dominate their Google exposure.

1. Google Plus and SEO
Reputation Management:
Why Your Business Must Set Up an Account
(Original date of delivery of this content: 12/2012)
Chris Boggs
Digital Marketing Evangelist

2. Is your company represented by your content?

3. Agenda (Originally delivered 12/2012)
• Google Goals and Background
• Google+ for Business
• Search Engine Results and Google +
• 3 Reputation Management Connections
• Using Search Results to Speak to Target
• Key Takeaways

4. About Me – Chris Boggs
• Chairman of the Board, SEMPO
• Specialist with 13 years of experience
in digital media
• Love to implement cross-channel and
platform strategies to find synergies
between online marketing campaigns
and other user-experience and
conversion best practices
• Twitter: @boggles

5. Today You Will Learn about Google
• Google has evolved to a point which it requires
more careful consideration of authenticity
– The Love of Folksonomy and the User
– The Passion for Authentication
– Google + for Business in 2012
– How Google + and Local/Maps Work Together
– Trends in Search Engine Reputation Management
– And hopefully more!

6. LOOKING AT GOOGLE

7. Google Loves Its Users
Google looks at “10 Things they Know to be True,” and these often
align efficiency and accuracy goals with integration of user signals.
1. Focus on the user and all else will follow.
2. It’s best to do one thing really, really well.
3. Fast is better than slow.
4. Democracy on the Web works.
5. You don’t need to be at your desk to need an answer.
6. You can make money without doing evil.
7. There’s always more information out there.
8. The need for information crosses all borders.
9. You can be serious without a suit.
10.Great just isn’t good enough.
http://www.google.com/about/corporate/company/tenthings.html

8. Google Seeks User Signals
Beyond the obvious authority gained from link co-citation algorithm, how
can Google segment voters' opinions within a vertical, theme or
specialty topic?
Source: Razorfish Search Shots archive

9. Google “Caffeine” Made Things Faster
The Caffeine technology update made things faster, but third
parties are still needed to provide true “real time” results.
Source: Google Blog 6/8/2010

10. GOOGLE+ FOR BUSINESS

11. Set Up is Easy

12. Set Up is Authenticated

13. SEARCH ENGINE RESULTS
AND GOOGLE PLUS

14. Plus/+1 Gives Google More “Real Time”
Instead of having to rely on third parties, Google has more of its
own content or other trusted content it can incorporate into
results pages.

15. Brands Have to Leverage Google Plus

16. Location Makes a Difference

17. Spelling (now) Makes a Difference

18. No Instant Glory – Authority Needed

19. Integration with Algorithm Updates
Panda and other algorithm updates are all geared towards directive
#1— to focus on the user
Source: beijingtoday.com.cn and currents.rosetta.com via Google Images

20. The “New Seven-Pack” Branded SERP
Google has again shown it wants to reward trusted brand content with
its new 7 results set for brand searches, versus the traditional 10 results
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3
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5
6
7

21. Don’t Waste the White Space!

22. Integration Means More “Real Local”
This is what the user sees without mouseover (Screenshot 12/2012)

23. Integration Means More “Real Local”
This is what the user sees with mouseover

24. 3 REPUTATION MANAGEMENT
CONNECTION POINTS

25. Content Marketing
Content marketing should be a priority, and will help Brand results
including Sitelinks

26. Press Releases
Being “newsworthy” is one of the biggest advantages large companies
have in today’s SEO landscape, but many fail to take advantage

27. Social Media
Social media is a great way to provide the evergreen, relevant content
for which Google and users are searching
• Google leverages Google+, Facebook, Twitter and more!

28. USING SEARCH RESULTS TO
SPEAK TO TARGET SEGMENTS

29. Brand Searchers Can Be Spoken-To
• Brands that leverage Google+ Business profiles
effectively can provide messaging to multiple
segments
– Understanding current organic results and marrying
G+ content to create full or multi-targeted message is
highly advanced strategy
– In Brand or Industry times of “turmoil,” G+ and other
social media content can protect the brand or even
better: introduce the brand

30. Examples of G+ Enabled Messaging

31. Move The Needle

32. Move The Needle
• Go find out how your competitors stack
up, and check results regionally if you are
not bound by geographic limitations
• Get started by setting up a Google+
Business account, using a Google
Account already associated with the
Brand
Suggested Activity

33. 1. Google Plus for Business is Google ‘Authenticity Check”
2. Google Plus for Business should tie to Google
Local/Maps
3. Google exposure for Brand / Company Name searches
can be dominated
4. Brand searchers can be messaged-to directly in nearly
real time
5. Proper content management could lead to non-branded
benefits for early adopters
Key Takeaways

34. www.onlinemarketinginstitute.org
Chris Boggs - @boggles
Thank You