Google+: What Does This Mean for SEO and Search Results?

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Initial discoveries.

In a recent blog post, Robyn Schelenz wrote an article about “Search Plus Your World” and how search is becoming more social. Naturally, as online marketers, we’re interested to see how integrating Google+ profiles and pages will impact search results.

In the coming months, we will be testing different tactics to see how exactly our page and client pages will show up in search results and see what factors will make direct impacts. AJ Kohn from “Blind Five Year Old” does an amazing job of outlining SEO techniques for Google+ that I can’t wait to try out. I will report my findings to either arrive at the same conclusion as AJ or perhaps dispute some of them. (Look for updates in the future or add us on Facebook and Google+ to receive notifications.) In the meantime, we will discuss our initial findings on search results with Google+.

For this exercise, we searched the word “Fashion” to discover our initial findings about Google+ and SEO.

Search Results when NOT logged in
As a logged out user, obviously, no personal results will appear. However, it looks like Google will encourage users to participate in Google+. On the right side of search results, Google will show you “People and Pages on Google+” relevant to your search query.

Click to view larger.

However, the results will differ each time you search for the same search query but only by a few pages and people. I refreshed a few times and these profiles/pages were listed most often and were the ones I analyzed:

• Coco Rocha
• Burberry
• Sarah Potempa
• H & M
• Vogue

The question is then, how can your Google+ profile/page appear in search results for specific search queries? Unfortunately, I wasn’t able to conclude what influenced the results in that space, but here are three points that I’ve drawn.

• Interestingly enough, none of the actual websites were delivered on the first page of search results. Of course, this won’t always be the case for every search query.

• The more Google+ users that have your brand/company in their circles = more visibility.

It looks like all of these Google+ profiles/pages have a remarkable number of people who have added them to their circles. Each profile has at least 70,000 followers. As with any social network, it looks like if you have strong two-way interaction with your followers, you will be granted more visibility and it could influence whether your profile/page shows up in search results.

• Having the keyword throughout your profile won’t necessary result in your profile/page showing up in search results.

Every profile/page, with the exception of Burberry, had the keyword “fashion” listed either in the brief description, about page, and/or posts. However, each profile had the keyword “fashion” listed no more than 5 times. So, sorry folks, keyword stuffing won’t work.

Also, it seems like for specific search queries, these Google+ pages won’t even show up in search results. This was the case for Coco Rocha, Vogue, and Sarah Potempa.

The opportunity lies in having your Google+ page/profile appearing in search results for highly competitive, broad keywords even while your website does not. Hopefully, one day, we will figure out how to fully optimize Google+ pages/profiles to make this happen.
*P.S. Google’s video on “Learn how you could appear here too” won’t help.)

Search Results WHILE logged in (As a Google+ User):
As previously stated in Search Plus Your World, when logged in, you can now view personal results mixed in with other results, and it looks like Google will prioritize your personal results first.

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Another interesting observation is that Google seems to index your information quicker for personalized results. As a test, I shared a blog with the caption “Has to be one of my favorite fashion blogs out there,” and within seconds, it already appeared in my search results.

Click to view larger.

How about someone who has me in their circles? I asked a friend to check her search results for the keyword “fashion,” and again, within minutes, my post showed up in her search results. We will try to determine exactly how many minutes it takes or if it’s instantaneous in a future post.

The take away from this tiny experiment is to write compelling content, and then, share that content. This shouldn’t come as a surprise but to write about something that other people care about takes time and effort. This is how you build an audience though. (Also, share videos and photos!)

As of right now, it looks like text match determines what shows up in personalized results. Meaning, if you are a designer and want to show up for the keyword “fashion” in your Google+ users’ personalized results, then, include the word “fashion” in your entry.

Also, Google+ is about discovering related pages and people. Again, Google will suggest Google+ pages and profiles for you.

Sure enough, the same profiles appeared:

Click to view larger.

As the Leverage SEO team dives deeper into exactly how Google+ will impact search results, one thing is for certain: Get a Google+ page or profile. Because the fact is, Google+ is one of the fastest growing social networks and has already reached 90 million users. Take this opportunity to establish yourself as a thought leader in your industry and to get personal with your current and potential clients. As search becomes more social, you will want to make sure you’re part of the conversation.

Look out for future posts on Google+, and leave any questions you may have in our comments section below.

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