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Well, it's a few days since Google announced  Search Plus Your World and I’ve had a chance to start to think a little about how this dramatic shift in the personalisation of results might change the day-to-day tactics of the search campaigns I work on.

Please note: I’ll be referring this as Search+ henceforth, rather than the namepuke “Search Plus Your World”.

Here are six small tweaks to make to your SEO campaigns, thanks to Search+... 

Use Google+ as the hub, not the spoke

There’s no tool that will easily allow you to automatically seed content to Google+ from an RSS feed or other social network.

I think this is probably deliberate, if you have to upload something by hand Google can assume it’s a more valuable piece of content that’s something that is being injected onto the site automatically.

However, it is possible to make the connection the other direction. i.e. you can feed the content used on Google+ into Twitter. While we all know we should be creating bespoke content for each of the different social networks, we also need to be pragmatic, there are only so many cat videos you can share in one day.

This circumstance suggests if you are trying to share content across a variety of social sites, you might want to switch to make Google+ the hub rather than the spoke.

Google+ can be a great way to build a personal brand

Whenever I make a navigational search query to find Google Analytics I’m met by the same couple of smiling faces and Jonathan Stewart’s Storm Trooper avatar:


Every single time I make this search I see their avatars, and I make this search dozens of times a day. Is it that far a stretch to assume people will suddenly ‘Plus One’ every-one of the top 1,000 websites, every time these sites appear in the SERPs people who have added you to a circle you could appear.

A bonus point here, search for any major keyword, car insurance perchance, and boom, you know which agencies are working on which sites...

Mo’ circles. mo’ money

I’ve seen a few blog posts recently discussing what happens to the Twitter followers of an employee when they change job, Twitter followers are valuable but with Search+ suddenly having a lot of people added you to a circle could have a huge impact on your value in a job market.

Imagine this unlikely thought experiment. If I have a candidate for SEO role who’s not that well qualified but by some-chance has found themselves in thousands of circles (perhaps their name is Britney Spear).

If they ‘plus one’ all your clients, and could therefore affect thousands of searchers SERPs, are they more employable than someone in a couple of dozen Circles?

I imagine Google may already have some type of ‘Edge Rank’, but how many people are using Google+ to build up enough data for Google to really get this right?

“Pay with a Plus” is going to work a treat

Not so long ago I released my ebook Becoming a Clockwork Pirate with a ‘Pay with a Tweet’ payment model. You can read a bit more about that experiment here.

I’ve not seen a similar system in place for Google+ yet, but somebody should be working on it. A tweet has a value as it can help the content spread; the Google+ vote has that same viral potential but now it has the potential to influence search results, especially if they’ve added you to a circle.

Having someone add you to a circle and plus one some of the pages of your site could have a huge value if that influences your position on commercial search queries for months, maybe even years to come.

With that commercial value I can imagine some pretty impressive loss leaders on the cards.

Return of the celebrity endorsement

For some time now celebrities have been selling tweets, I’ve often wondered their value. Now with Search+ I’d consider paying a celeb a couple of grand for a ‘Plus One’ of your site could be a sound investment if there’s a good overlap with your audience.

One viral hit can “make” an SEO Campaign.

You may have recently seen this blog-post about Aaron Wall and Google’s somewhat loose definition of which page someone recommended.

This is pre-Search+, but the pattern presumably will hold. Get one page to get lots of ‘Plus Ones’ then lots of other pages on the site will benefit. So a viral hit with lots of ‘Plus Ones’ could help your money pages?

Surely that’s got to encourage people to chase popular off topic posts which will attract the votes that help some of their other less vote-worthy content.

Kelvin Newman

Published 16 January, 2012 by Kelvin Newman

Kelvin Newman is SiteVisibility's Creative Director and is the editor of the UK's most listened to Marketing Podcast. He also spends his time at conferences, tweeting too much and working on top secret research and development projects. He's also on Google+

21 more posts from this author

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Ben

Really useful stuff, helpful with any SEO campaign, will need to research further into this matter!

over 4 years ago

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Tara West

Great post. It'll be interesting to see how long the value of an individual +1 lasts or if the algorithm will require content to have constant new +1s for it to continue to rank even though it may be personally relevant. I'm sure users would rather have new relevant content than old content just because someone relevant to them +1'd it.

over 4 years ago

Paul Walsh

Paul Walsh, Founder & CEO at Infinity Call Tracking

Interesting way to get your face out there once you have built your circles up...especially with you clients your are connected too.. will keep you fresh in their mind.

Guess we all had better start building....

over 4 years ago

Chris  King

Chris King, Owner at Viridis Media

Hi

It was no big surprise to see Google launch 'social search' due to the signs from when Google+ launched. It's quite amazing that they've developed Google+ so quickly to get to this point.

Building on your 'hub' comment Kelvin..it's fair to recommend that people get all their online properties pointing at their Google+ profile and/or page and vica versa. 'Authority' has just become even more important so let Google know everywhere else you are.

Since last weeks launch I've been playing around with Google+ more. There's plenty of good stuff going on..so don't believe the 'there's nothing going on' camp. I'm liking the white space as it encourages more creative input (it's like a canvas) from your writing or media. I hope it stays this way when more features get added in the future.

For publishers who are producing quality and original content Google+ represents a big marketing opportunity. Content has never been a bigger 'King' that it is now. Marketing orientated publishers have been handed a platform, where your business/web site/personal brand can thrive.

With such a lot of change in a short space of time to date..the upcoming months are going to be interesting times for Google+

over 4 years ago

Kelvin Newman

Kelvin Newman, Creative Director at SiteVisibility

What can I say Tim. I'm lazy ;)

over 4 years ago

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Amy

Interesting stuff. I had no idea celebrities were selling Tweets, but it sounds like pretty effective marketing if you can afford it.

Any idea who was doing this or the sort of money they were asking for?

over 4 years ago

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Jonny Ross

I love the thought of someone being more employable due to the intense number of people in their circles!!! :-)

Click my name peeps and plus one me ;-) lol!

over 4 years ago

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