Google Inc.s introduction of its Search Plus Your World feature this month, providing extra visibility for Google+ social activity, can either be seen as an expansion of universal search (more social results=good) or a severe restriction of it (balance tipped toward Google=bad).
However the search giants new algorithm is viewed, its sure to change the social landscape in ways that marketers need to recognize.
If marketers havent already created a Google+ presence, they should now, said Jim Yu, CEO of search engine optimization company BrightEdge Technologies. Google is trying to drive an integrated experience across search and social, which is whats happening more broadly in how people use the Internet.
It used to be that people figured out authority by looking at whos linking to whom, Yu said. Now, its about whos tweeting things, liking and sharing things; that is the core part of whats relevant.
But the Search Your World change also tips the scales decidedly in Googles favor. As noted by Wired, a search for a particular brand returns both public mentions as well as presumably private mentions pulled from people the user is connected with on Google+. That might include photos, links and status updates as well as Google+ profiles, personalities and brand pages. Presumably this could edge out content on other sites, such as Facebook, LinkedIn and Twitter.
That has raised some hackles.
Twitter issued this statement: As weve seen time and time again, news breaks first on Twitter. As a result, Twitter accounts and tweets are often the most relevant results. Were concerned that as a result of Googles changes, finding this information will be much harder for everyone. We think thats bad for people, publishers, news organizations and Twitter users.
In addition, according to Bloomberg, the Federal Trade Commission is expanding its antitrust probe of Google specifically because of the Search Your World change, question if the change effectively squeezes out search results from social rivals.
Yu doesnt think marketers should be concerned. He said they should tailor their social messages based on the individual strengths of social platforms.
With good content, youll want to engage with people on Twitter, almost like a newspaper headline, Yu said. With Facebook, marketers will want to make sure they have good photos and headlines that drive engagement. The key is leveraging different touch points, thinking about them as a fluid experience.
While the Search Your World algorithm may prompt marketers to engage more fully in Google+, its an evolving landscape, said Seth Besmertnik, CEO of search engine optimization company Conductor Inc.
When Google tends to make changes like this, about half the time they wind up changing quite a bit of it in the following six months, Besmertnik said. Google has a high tendency to push things out to see if people like them.
Also, Besmertnik said, with keyword matching with other users within Google+ accounts, a lot of irrelevant stuff may show up.
Its cool if its in your network, but it isnt cool if it isnt useful to you, he said. And many people wont know how to turn it off. (BusinessInsider.com details here how users can turn off the function.)
However, Besmertnik said greater usefulness may come with scale, as Google+ networks expand.
A lot of companies I know are building Google+ business pages because it will affect their search results, he said. Also, he said, sales reps and customer service personnel can benefit by setting up their own Google+ accounts to make sure customers are in their circles.
Marketers need to make sure they have their brand, products and company pages set up on Google+, he said. They should use all the bells and whistles available to them. Then they should do tests after a month or so. If Google+ isnt yielding metrics as good as other channels, then just dont do it. Come back in six months and try it again.
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