google +1 recommendations

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 1

Google . What you need to know...


Google +1 - How it works

The basics:•Right now, this feature only appears in the SERP for paid & natural listings

• Not possible to +1 a YouTube result or Places result (yet)•Soon, it will be available as a button you can add to your web pages (much like a Facebook Like button)•Only appears if you are logged in with a Google Account•Only being made available to US – English users at this time•To opt in, visit Google.com/Expiremental


Google +1 – Natural Search Implications

Natural Search Implications•Can influence rankings if those in your +1 Social Network also +1 a result•Unlikely to influence rankings if +1 recommendations come from those outside of your network•Will influence click through rates as users see popular results, increasing likelihood of clicking on the result

• May also indirectly help SEO through greater links & social sharing of popular +1’d results


Google +1 – Paid Search Implications

Paid Search Implications•You can also +1 Paid Search results, but this will not directly influence quality score or ranking of results•However, it will have indirect effects as popular +1’d results have higher click through rates

• Higher CTR will result in better quality scores• Better Quality scores = lower CPC and better efficiency of ads• But remember…none of this will be directly influenced – yet.


Google +1 – The Button

The +1 Button for Websites•Currently not available to webmasters yet as they focus on results & implications on SERP•You can sign up for a notification when the +1 button becomes available here: https://services.google.com/fb/forms/plusonesignup/•Briefly the +1 Button was spotted on a website called on Fanity.com but Google zapped it•When it goes live, this seems like a no-brainer to implement on any page where you’d normally add Sharing functionality

https://services.google.com/fb/forms/plusonesignup/


Google +1 vs Social Search

+1 vs Social Search – Different Networks, Different Features•+1 and Social Search are separate entities using separate networks•Social Search uses accounts connected through your Google profile, such as Facebook, Twitter, LinkedIn, Flickr, and Yelp

• You can see your connected accounts here: https://profiles.google.com/connectedaccounts

•+1 does not use your connected accounts – it only uses Google connections such as Gmail contacts, Google Chat buddies, or people you follow in Google Reader•Likewise they appear in separate places in the SERP

+1 result

Social Search result

https://profiles.google.com/connectedaccounts


Google +1 vs Starred Results

+1 vs Starred Results – out with the old, in with the new•Starred results are being retired in favor of +1•Major difference is that results you starred would appear at top of SERP for future searches – not the case for +1 results•The other major difference is that your starred results weren’t viewable by others, whereas they are for +1 results•Otherwise, very similar in nature


Google +1 & Google Profiles

+1 & Google Profiles•You must have a Google Profile setup to use +1•Coincidentally, this is also where you connect accounts for Social Search•You can setup your Google Profile to display all of your +1 recommendations publicly, kind of like a bookmarking system•Adds additional value to your Google Profile


Google +1 – Can it be manipulated?

Can it be manipulated?•Probably, but very difficult…•Can only +1 a result when logged in through a Google Account

• Google has a TON of information to use to determine if a Google Account is spam or not: https://www.google.com/dashboard/

•Your +1 recommendations will only effect rankings of your connections, so spam accounts not connected to anyone will be unlikely to influence anyone’s results•While +1 recommendations will count toward aggregate +1 score, it is unclear if this will alter rankings (probably not), and Google may not count +1 recommendations from new or spam accounts

https://www.google.com/dashboard/


Google +1 – Will it catch on?

Will +1 flop or flourish?•Google has a poor track record with social initiatives•Depends on adoption & use by webmasters (+1 button on website) and searchers click +1 buttons on SERPs•Tough competition against the Facebook Like button•Users might trust Facebook Likes more than Google +1s

• Manipulation & abuse may cause greater distrust•Right now, UX for +1 is a bit confusing which may be a turn-off to users


Google +1 – Implications for SEO

Implications for SEO Strategy•Social becomes even more important for SEO performance

• Active & popular social media campaigns are a MUST for SEO•Adding +1 Button on webpages is a no-brainer when available•+1 Recommendations & other social signals may slowly start to replace the link graph

• Social popularity akin to link building in establishing trust & authority to your site

•Rewards good content users would recommend to friends, and likewise hurts poor quality content users wouldn’t publicly recommend

• Another nail in the coffin of content farms?•Manipulation potential remains to be seen

• Faking social media popularity is definitely possible (auto-followers on Twitter, fake Google accounts, paying for Facebook likes, etc)

• Potential to run contests & promotions encouraging users to +1 your site?

•SERP clutter is a real problem – getting your result to stand-out gets tougher with so many features like Starred Results, Social Search, +1, Real Time Search, etc all coexisting and appearing side-by-side•Your +1 score would be a good metric to monitor & track, much like PageRank or link count


Questions?

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