How Google’s Social Search Shift Will Impact Your Brand’s SEO

Erin Everhart is the director of web and social media marketing at 352 Media Group, a digital marketing agency that also provides web and mobile app development. Connect with her on Twitter @erinever.

In what could be hailed as the update that sparked an all-out Internet riot, Google has launched “Search, plus your World,” which pours personal social results into your public search listings. The catch is that it only factors in your Google+ social graph, leaving Facebook and Twitter, arguably the more active social networks, out in the cold.

This could prove to be an even bigger search engine development than Google’s infamous Panda update, which aimed to remove sites with low-quality content. Why? Because it’s easier to write good content (or at least, hire someone to write good content) than it is to get people to share your content.


The Impact on Brands


What does a change this big mean for businesses that depend on their Google rank for traffic and sales?

Personalized results are the default when users are logged into their Google account, so it will be harder to determine your rankings. It’ll also be harder for your customers to find you, and for you to get traffic from the same ranking because more often than not, Google+ results will be appearing before public listings.

But the biggest problem is, they’re not always relevant. While the savvy surfers know to switch between personal and public, you can’t assume all of your potential customers are going to know the difference.

I can use my own company as an example.

When I search for “web design company,” one of our top keywords in Google, it’s pretty clear what I’m looking for: A web design company. But you wouldn’t think that with the results I get:

Two out of three top results, traditionally coveted for clicks, are filled with social mentions. And social mentions that have nothing to do with a web design company.

Google’s long been under fire for an algorithm that struggles to

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