Not too long back Google had updated in search engine algorithm, known as the “Panda Update”. Well, Google is at it again, and there upcoming update is known as “Penguin 2.0”. This update is said to have considerable changes in the way that Google sorts and ranks its search engine results.
Penguin update and Google+
As you likely noted, this update is version 2.0. Penguin 1.0 came out in April of 2012, and it focused on decreasing the prevalence of black hat (those deceptive ranking techniques) as well as link quality. The goal of Google is to decrease the chance of sites with low-quality from achieving a high search engine ranking. What we found in the Panda update was a rating boost to sites which had a social media following. The reasoning here was that if your site is tweeted, liked on Facebook, etc, then it must have value.
The new Penguin update (which is expected in a few weeks) is stated to be much more significant. Google noted that it is looking to give a rating boost to sites that are authorities in a specific industry, community, or space.
How will this update affect Google+?
While not much is known yet since Google hasn’t revealed the specifics, my assumption is that those who have a large number of followers and shared content on Google’s social network will receive a significant rating boost. I noted just recently that one of my own competition has moved ahead of me in her ranking on a couple of searches, where previously she was delegated to the second page or lower. The content, though extensive since her site is a blog, wasn’t in any way remarkable, the layout was poor, but yes, she had a lot of Google+ connections. I don’t say this to me mean spirited, just an honest assessment of another local web designer’s internet presence. Okay, so getting back to Google, as of the beginning of this year, Google+ has become the second largest online social network in terms of active monthly users. Since Google has historically integrated its products (just look at Gmail and Analytics) it only makes sense that Google would rank its own social media network above other criteria (content that gets linked to from Google+). If you’ve been reading my blogs then you may remember my early comments about Google+, that while slow to start, it would eventually catch on, and yes, it is.
My suggestion of course is to invest a bit of time on your Google+ page/s, and start growing your circles.
I have already written a few blog posts on how to setup a Google+ page, and how to create a custom cover image. Assuming you are doing this then you need to get your content read. First off, you need to “grow your circles”. I know from experience that building a fan base on Google’s social network (and Facebook as well) is a bit challenging. From what I’ve read it is suggested that you target relevant people by adding them to your circle. To do this you would search for business/brands that are significant within their industry, as well as contacts that you have on other platforms such as Facebook, Twitter, Linked In, and Email Lists. Next, be sure to promote your Google+ social media network on your other social media. As a final thought, consider offering Google+ only promotions and special content as an added incentive. I have written in the past about running contests and member only incentives for Facebook. Of course the same thing goes for Google+.
The next important step of course is to post engaging content. As with Facebook, if you provide “behind the scenes” info and photos, offer contests, quizzes, games, humor, polls, and engage your fan base, more people will likely share what you have provided, which is the goal after all. Of all my clients who use Facebook, one acquires new “likes” most every day, and her number of fans keeps growing. What she does is provide lots of great photos, she encourages interaction on her page, and she comments whenever someone posts something.
To further increase your “authority” presence, it is suggested that you utilize Google’s Communities and Hangouts. Communities allow users to create social groups based on specific topics or interests. This is a great way for a company/brand to build relationships with their audience and acquire more followers. Google Hangouts is another unique way to build relationships and increase engagement.
Finally you need to use the Google+ badge on your web pages, blog, and in your social media. So if you haven’t yet added Google’s social sharing +1 button, now is the time. If you are unfamiliar with the button, it allows visitors to publicly recommend your content and share it with their Google+ circles. In short, the more +1’s you obtain, the more authority you gain, which of course has the rating boost potential.
If you need help with your Google+ page, or other social media efforts, be sure to contact me.
