Google Plus launched with fireworks as exemplified in tweets and blogs lately, posing questions to brand marketers, social media folks and SEOs on what it means as a new tool or marketing channel. Its scalable integration with other Google products allows for many ways to easily expand its user base. Though, it still has to resolve the issue of having various accounts for various services. Still even if a small percentage of all active customers from each Google product is converted, the total sum might pose a sizable competition for Twitter and Facebook within the next 1 to 2 years. To which, its early rapid adoption rate of 10 million within 2 weeks of its launch validates this thought. So, it is better to start getting familiar with it today and there are plenty of guides and how-tos and face offs available to do so.
Mashable media site alone has a handy article with 19 resources to start with Google Plus (and also serves as a good sample of smart and timely internal linking optimization).
Among the early adopters of this technology are social media sites and various SEOs from Search Engine Land and beyond. What also is intriguing how aggressive the mainstream media has become to respond to this new technology. Journalists use hangouts right on air time and test audience engagement rates on Google Plus and other networks to get a measurable idea of its value as a channel.
So what are the emerging benefits Google Plus is likely to provide to marketers?
1) It is excellent for SEO and if you have a site and a Facebook like button, make sure you add a Google Plus button to enter the game. Also, I find it only applicable to pages where you have quality content, or already have a Facebook Like button. Adding it to all pages, might be excessive and not useful since there should be a good reason to Plus One the page. It can become a good proxy for you to take stock of your unique content and see how it performs with users: a very good metric given Google Panda updates that gave more weight to sites with quality content.
SEOs also speculate that Google Plus statistics will factor in your site search visibility as much as the clicks to your site from Google SRPs. It especially makes sense with the recent stop of real-time search feature on Google, given its contract expiration. It is very likely that Google will substitute this functionality, previously delivered by Twitter API by Google Plus. See Rand Fishkin’s SEO test on how Twitter and Google + interactions play out in Google search results.
What I also noticed is if you already have writtent about a specific topic and have some presence on Google Plus, your picture and name will show up in the right next to the related post of Google search results. Which has a huge potential for influential experts to stand out and market themselves more effectively. Now, with a face against the search result to aid recognition. So, think first what picture you want to use on Google Plus profile!
There are probably more SEO benefits that are easily visible at this stage. I could see external linking opportunities and use cases to surface within the platform.
2) It is well-suited for targeted messaging. With its massive intent data, and already advertised user base statistics for Google +, Google is working on a powerful ad platform. Meanwhile, using circles you can communicate with topics very relevant to the custom segments within your circles and enhance your influence on those folks the way you want it. Facebook does not make it easy as of now to custom message to your audiences without making selective messaging so obvious.
3) It is mobile friendly. Google Plus is already on Android, and will be available on iPhone, which will allow you to engage with your audience outside the desktop. Techcrunch provides a brief overview of Google Plus mobile presence, covering what works and what is yet to come.
4) It is integrated in web and search analytics tools. Google Analytics, Google Webmaster Tools and some 3rd party search analytics tools (Link Research Tools) already show reports on 1+engagement metrics (search impact, activity or what pages invoked Google plus acts and audience (number of unique users doing those), so you are at a good start to measure your content attractiveness and user engagement.
5) It might provide opportunities in brand management. Though, company profiles are not favored yet, given its testing period, it is likely that company pages and profiles will be available. It could be fantastic for public announcements, virtual conferences, while connecting various audiences without needed IT setup.
6) It can be excellent for product management. Getting in touch with potential users of your new product or collecting feedback on the existing service using hangouts functionality makes it a good tool to collect insights directly from your audience on what works and what does not. It also allows you to capture body language and clues from the environment of your conversations to enrich your learnings about a topic at hand. Though, limited to 10 parties to participate, it can still foster a quality focus group session.
7) It can be benefit your people search. If you are new to some aspect of internet marketing and trying to get into the new area, finding and connecting to experts becomes somewhat personal and more engaging via Google Plus directory. You can find people who joined the network. It also allows you to find experts in various fields based on the provided statistics and much eye-eappealing UI than Twitter search. It might even become a people search filter on Google in the future. How exciting!
It is likely that more applications of Google Plus are to come within the next few months, and using them early in your marketing campaigns might very well provide some first entry advantages.
I am playing with it rather lightly as of today myself. Are you?