Google's Search Plus Your World
is the most recent and arguably most significant change the search
engine behemoth has made to search yet. In the old days (old = a couple
of weeks ago) search results could be based on say, keyword relevancy,
page authority, and social signals. With Search Plus, the nature of search, relevancy and ranking is transforming.
Search Plus essentially aggregates data from your Google+ network
(when you're signed in) and delivers personalized results (from your
Google+ network), which get bumped up to the top of your search engine
result page (SERP). So if you search for SEO,
you'll get suggested People and Pages on Google+ that are relevant to
your search term. Regardless of whether there is more relevant or
pertinent information about SEO, Search Plus gives preferential
treatment to Google+ activity.
Essentially, Search Plus has been forced on to users, and is
singlehandedly knocking down the rankings of quality sites. This has
made Twitter mad. It has made lots of people mad. In fact, it drove Twitter, Facebook and MySpace to team up to create a Don't Be Evil browser add-on, which counteracts this latest Google update.
But let's get beyond the anger and instead get practical. How can you
play nice with the new update and your existing sharing platforms.
Search Plus has magnified the importance of blending your web
marketing strategy so that it will adhere to the at once social,
personal, and personalized search algorithm. Search Plus Your World
doesn't mean Social Minus Your Other Networks! Use your extended
branding channels for specific purposes.
Here's a drill down on how to harmonize Google+ with your current platforms.
1. Perfect Your Website's Usability
Before throwing all your eggs into the Google+ basket, make sure
you've perfected your main website's usability. Think of website
optimization as the lungs of your web marketing strategy. Your optimized
pages act as the oxygen being delivered to the heart (search engines)
so that that it can travel through the rest of the body (the SERP).
This means having the following.
Clean Title Tags & Meta Descriptions
Make your website robot and human-friendly. The more personalized the web becomes, the more important it is to create metadata
for the user.
Properly optimized title tags should contain the search terms you're
targeting. Titles are the first to communicate with both spiders and
readers, so clean, concise title tags can get your site reviewed faster
by search engines and by people.
While meta descriptions don't significantly influence search engine
rankings, they are extremely important in gaining user click-throughs
from SERPs. Meta descriptions are a way of telling searchers what your
content is about and how it's relevant to their search.
Proper Alt Attributes for Images
Images
are one of the most shared pieces of content on the web, but especially
in the social sphere. Since Googlebots can't see images directly, we
need to provide them readable information in the "alt" attribute. Alt
tags should be brief, clear, and descriptive of the image.
For example:

Would look something like this:
<img class="alignnone size-medium wp-image-3252" title="pew-pew-pew"
src="http://www.example.com/blog/wp-content/uploads/2012/24/pew-pew-pew-300x225.jpg"
alt="adorable cat wizard meme pew pew pew" width="300" height="225" />
Doing this simple (but often neglected) step will help make your
images more accessible to other platforms. Image descriptions also add
rich snippets of data that enhance the user's experience and
understanding of the visual.
Adding alt attributes and descriptions can help boost your rankings
in image search if you choose to include a keyword you're targeting (but
only do it if it's relevant).
Linking Website Pages With Your Other Community & Social Networks
On top of linking specific web pages to their valuable counterparts
(product pages, about page, contact form), you need clear links to your
social platforms on your home page. This will help keep your brand name
SERP filled with listings of your social platform pages and clear from
less predictable brand related content on other sites.
Share Buttons
The most important pages (from a user perspective) on your website
(like the home page and product pages) should include the top share
buttons (Facebook, Twitter, Google+, LinkedIn, etc.) in easy-to-find
locations on the page. Generally, the top or bottom of the content is
good starting point for position optimization.
Fresh Content
Before the Search Plus Armageddon, Google's Freshness update
was the big change to search. With this update, Google returns the
latest, relevant web content for certain queries. We were speculating
that it would make real-time sites like Twitter a main contender for top
rankings in the SERP. No dice with Search Plus.
The main takeaway is that you should be modifying your website's
content (e.g., adding new products to products pages, modifying
descriptions) but mainly, you should be using your brand's social
profiles as key channels for publishing fresh, updated content.
Key takeaway: Optimize for humans.
2. Learn From Your Competition
Once you have a fully optimized, human-robo-friendly website, it's
time to start investigating what others in your niche are doing on their
social platforms.
- What's working for your competitors on their social networking pages?
- How many people are in their Circles?
- How many Fans do they have?
- Twitter followers?
- How much engagement are they actually inciting across these platforms?
Look at what your competition is talking about, sharing, and
promoting and run an exhaustive analysis of their social channels to
determine what kind of content is getting the most positive feedback,
and what does poorly.
You can do a quick assessment of their content using tools like Open Site Explorer or bit.ly
to track the number of shares, votes, and Likes the content got. See if
you can find a connection between the top content and the platform it
was submitted to. Maybe you'll find that Facebook has more video and
images being shared while Google Plus users may prefer news and
articles.
Once you know what your competition is doing right, determine what they could be doing better. Fill that gap.
As an example, one surprising search result you can find is for
Coca-Cola's Google+ page. Not only do you have to type that exact phrase
to find it, but Pepsi's Google+ page actually outranked Coke's for a
branded search term!

Seriously, look at what your competition is doing.
Key takeaway: Steal and improve. (Don't tell the SOPA patrol!)
3. Measure Your Social Presence
You know what other major players are doing right, you've identified
what they could be doing better, now you have a comparison base to start
initiating your own search/social coup. But first, know thyself and
know thy audience:
- What kind of engagement are you getting across platforms?
- Who is your audience on Twitter?
- Are they different from your Facebook audience?
- How about Google+?
- What type of content is working with your Twitter followers?
- What gets shared the most from you on Facebook?
Again, find out which avenues are better for specific types of content. Use social tracking tools like Radian6, Sysmos, or even less purpose-built tools like OpenSite Explorer, bit.ly and Blekko to help you pull a thorough analysis of both your best and lowest performing content.
Now, start thinking about how you can harmonize your content/sharing strategy.
Key takeaway: Master what you've got.
4. Regroup & Define
Once you've determined where you (and your competitors) stand within
your specific platforms, consider creating unique strategies for each.
Each social platform can provide rich channels for engaging with your
different audience segments in unique ways. Harmonize the accounts by
defining specific roles for each.
All these extended channels allow you to show your business' many
faces. For instance, Facebook could be your go-to venue for promotions
and contests. Twitter may be where you offer quick tips, answer
questions, comment on industry-related news. Your own YouTube channel
could be a space where you post instructional videos or entertainment
(be aware that corporate videos will very rarely see the same kind
virality as user-generated ones, unless your campaign is really unique
and engaging).
Google+ can (should) be a tool for improving your rankings (you can actually apply your SEO tactics to Google Plus!).
It's still early to draw any conclusions about how deeply Search Plus
will influence your sharing strategy in the long run, but you need a
strong presence. That means lots of people in your Circles, and an SEO-friendly profile that is fresh and updated. These will directly impact your rankings, so act now and define your G+ presence.
Living in Harmony
The adoption of Google+ is growing fast,
90 million users strong, 60 percent of them active. If you snooze on
this one, you're missing out on some really easy ranking opportunities.
An important lesson that we can take away from events like Search
Plus is that we should always leave room for interpretation and change
in our online marketing strategies. Keep tabs on what industry leaders
and competitors are doing. Draw from their strengths, and modify them to
implement them into your own practices.
Making sound business decisions comes from learning what's going
right and wrong on the other side. You have to try things out, take
risks, and establish a presence in the many existing facets of social
media.
This will help you understand what the advantages and drawbacks are
in each platform. By keeping abreast of the web climate, you will learn
to develop a sixth sense about when things might be subject to change.
This way, you can hear the quiet before the storm.
By adopting strong SEO and social strategies, you can diversify the
way you raise your brand to search engines and most importantly, to
people.