Google’s
algorithm that informs how search results are ranked constantly evolves.
However, one element is clearly important: how your business fares on Google+.
So in
case 250 million users, 150 million of which are active, isn’t enough reason to
entice you to incorporate Google+ into your company’s social media marketing,
ranking higher in search results is definitely a reason to get involved. That
and the fact that Google adds more than 10 million new users each month.
While
Google hasn’t come out and said exactly how Google+ figures into its SEO equation,
social media experts have a pretty good idea of how it all works. “Google is
using the number of +1s, shares and general activity on Google+ as a ranking
factor in the personal results of logged-in users,” said Mike Arnesen, senior
SEO analyst at SwellPath. “This even extends out to the second degree, so
friends of your friends will be affected when you +1 pages.”
None of
that means you have to go to Google+ to do anything. Working similarly to
Facebook and Twitter buttons, +1 buttons on your site allow your customers to
recommend your site and/or blog posts. And Arnesen insists the +1 button should
take priority over other social networks. “Having Google +1 buttons on your
website are vastly more important than having Facebook Share or Like buttons on
your site,” he said.
Should
you want to take your business to the next level, however, you’re going to need
to get more involved in the social sphere. You can start by filling out your
Google+ Local page, in particular your About page, making sure it’s filled with
relevant keywords. Don’t be thrown by the fact that you already have a Google
Places page. Google simply ported all Places pages over to Local pages, so if
you have one you have the other.
Then
you have to build a fan base, in much the same way you would with Facebook or
Twitter: through engaging others. “Share things that your target audience is
interested in, +1 things that your fans are sharing, comment on their shares,”
Arnesen said. However, avoid asking for +1s in the way that you’d ask for
Facebook Likes. Arnesen says, “Users on Google+ seem to be more hesitant to
engage with brands just because.” Instead, give them a reason to support you
and you’ll likely do well.
There
are no set rules for how often to post or how much is too much, according to
Arnesen. But he recommends you post a few times per day during regular
workweeks.
What’s
more important is to make sure you’re sharing more than just content specific
to your business. Arnesen recommends a 1:4 or 1:3 ratio between your content and
content from external sources. Regardless of the source, posts with images
always do better than those without. They’re more visually appealing and will
get you more +1s. Also, experiment with text markup in your updates using
boldface or italics.
If you
start with these basics, you’ll have a thriving community in no time and will
then be able to take on social ninja status by expanding your reach to Google
Events and Google+ Hangouts. But you first must crawl before you learn to run. [Mashable]
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