Using Google+ to promote your content

I’m still not a fan of Google+. Aside from a lack of ‘real people’ on there – by which I mean people who aren’t SEOs, marketers, scammers etc – it feels disjointed, purposeless and almost completely free of real organic interest.

Nonetheless, it still gets brought up as an area of interest in the trade press and Matt Cutts keeps mentioning it in his podcasts so it seems that it is another thing to add to the roster of things website owners will have to pay attention to in some form or other.

Anyway, it’s a small thing, but I noticed a little update to it today. Until recently, if you had a brand page and you searched for the brand, you’d get a big fat logo parked on the right hand side of the SERPs. As a demo to people it had a certain cachet for the sort of people who like to see their logo.

BUT, if you didn’t update your G+ page for a week or two (and I never pinned down the exact length of time) this would be removed. Google wants you to respond like one of Pavlov’s dogs when you don’t see your logo in the SERPs, so this is another way they’re trying to force your hand to “use” your G+ page. If your boss searches for your brand and the G+ stuff doesn’t appear, you’ll cop some flack – so make sure you’re “doing Google Plus” for brownie points.

When you did so, the results were hardly striking. If you posted a ‘status update’ or a link into your G+ page, that appeared as a badly formatted plain text bit in your G+ box. As of today, that’s changed slightly: if you post a link on G+ it now actually appears as a link:


Still got the ugly full URL on display, but it’s a step forward to have a link. It responds quite quickly to new additions too:


As you can see, it correctly notes that the page was updated “1 minute ago”, which is a pretty rapid turnaround.

This is actually a decent way to use G+ (at last!) If you have something time sensitive you want to promote, you normally have to rely on PPC or try and frig your site architecture to get it to appear within your extended organic SERP listing as a sitelink.

Using your G+ page, you can now put something on your site and give it priority listing in the search results (albeit only for your brand). For sales, company news and – as mentioned – any other time-sensitive issue, this is a relatively neat way to put it in front of people who are searching for your brand. I guess Google are still treading carefully around this to avoid it becoming a spammer’s paradise and it’s still pretty basic but it’s the most promising branding aspect I’ve yet seen from G+.

Still, another baby step towards G+ becoming a proper part of the SEO/marketing ecosphere.


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