Google+ Brand Pages and Search Results
Previously, my Intrapromote colleague Dylan Price weighed in on Google+ Pages for businesses from a social perspective, and whether your brand should be utilizing them in your social media arsenal. Now let’s talk about Google+ Pages for business and their affects (both current and potential) on a SERP (search engine results page).
To kick off our search exercise, let’s go “Raw” and look at one of Google+’s Pages for businesses partners, WWE, and see if its page is bringing the “Smackdown.” (All right, no more wrestling puns).
A quick Google search for [WWE] displays some interesting results:
What we see is WWE’s Google+ profile integrated into the result for its official site, rather than a standalone result. Interestingly, this is different than a search for another early Pages partner, Toyota USA:
Here we see Toyota USA’s Google+ Page as a standalone result. These two SERPs show us slightly contrasting views of brand searches, but what about content searches? We’re talking some non-branded or long tail queries here, folks. This is where we really see Google+ Pages for business being a boon.
What happens if a user searches for content on Google+, but that user does not follow a brand’s page? Nothing much and here’s an example. Currently, a search for [where is the undertaker] (which is, by the way, taken directly from content posted by WWE) has WWE’s Google+ Page nowhere to be seen on a SERP. We get the same non-result with a [Long Beach Racers Toyota Tacoma] query for Toyota USA.
Now, let’s see how those results change for a user who follows a brand. On November 11th, Toyota USA posted content publicly (meaning, to no specific Circles) on Google+ about “The Camry Effect,” an interactive social media campaign. When searching [the camry effect], a user who does not follow Toyota USA receives relevant results (including The Camry Effect page as the first result), but nothing for Toyota USA’s Google+ Page. However, a user following Toyota USA on Google+ receives more tailored results:
This SERP depicts the obvious advantage to building a brand’s following. Not only does a user following Toyota USA on Google+ receive the notification along with The Camry Effect page’s result, but they are also presented with Toyota USA’s Google+ post on the initiative as the fourth result.
The Bottom Line
We suspect that as brands continue to leverage and learn how Google+ Pages work best for them, that we will start to see Google+ posts on the SERPs. That said, just as with other social media channels, brands are going to get out of it what they put in.
Staying diligent on Google+ by regularly pushing out fresh and enticing content, interacting with users, and actively courting new followers will lead to said users sharing and +1-ing that content. As shares and +1’s grow, we suspect Google+ content to perform well on SERPs, further supporting a brand’s main site and its content.
Should your brand leverage Google+ Pages as another “Rock”-solid weapon to drive user engagement, share, connect, and ultimately, drive traffic to your site lest you be “Undertaken”? (Okay, so I lied about no more wrestling puns). We’d love to have a discussion about how we can help you succeed on all fronts! Lastly, don’t forget to check out Intrapromote’s Google+ Page.