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Google Plus

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Alessia Turlon
Alessia Turlon

A brief description of Google+, its features and its impacts on SERP. Google+ was launched on June 28, 2011 with a private beta and in the first month gained more than 40 million users. It is a continuosly developing social network, more and more intergrated with other Google products. But the most important impact of Google+ is on SERP, influencing results thanks to Social Search and Search Plus Your World functions.

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Google Plus Alessia Turlon – May 2012
Google+ “Real-life sharing rethought for the web” Launched on 28th June 2011 +25 million users in the 1st month Rolled out Business Pages on 7th November 2011 +100 million users in the world in 2012
Plus of Google+ Start a conversation in real time with “Hangouts”, allowing brands to engage users. Hangouts are video chats trying to replicate gatherings in the real world Segment users in “Circles” to spread targeted content. Circles makes it easy to associate different people to different categories, so you can share different things with different people Consequently, you can see updates for particular circles rather than updates for everyone in the “Stream” “+1” give content a greater chance of dominating search results than it did before, thanks to “Social Search” and “Plus Your World” “Explore” allows you to see trending topics on Google+
What’s Hot on Google+ “See what everyone’s talking about” (not considering segmentation with Circles)
Google+ Local “Discover places with the help of people you know” Google+ Local is a feature that allows users to share and find information about nearby places thanks to their “Circles”, but also it incorporates information such as scores, reviews and summaries from Zagat Tool rolled out in May 2012
Set Up a Google+ Page 1) Choose a Gmail Account (accessible to multiple members of the marketing team) 2) Create a Page, filling in your basic information (page name, Page website URL, category, etc.) 3) Customize Your Public Profile (deleting pages not used and using for website URL Google+ Direct Connect) 4) Promote Your Page (regularly share fresh content, react to interactions, target posts, engage, use statistics, etc.)
G+ Pages DoS and DontS • Pages can’t add people to Circles or mention them until the page is added first or mentioned • Pages automatically unfollow a user if that user unfollow them • Pages can’t +1 other pages, nor can they +1 content on the web • Pages can share content of a user from Explore, but it is needed to open the URL in the post • URLs can’t be personalized as they are now defined by a long string of numbers
Hangouts “We want to help you make the same kinds of lasting connections with your customers online the way you can in real life” Linking your YouTube account allows you to broadcast your Hangout live on your channel and to record it as a public video (see Hangout On Air)
Third Party Tools to Manage G+
Google+ Analytics Google+ Statistics All My +
Google+ Changes Search Social Search Search, plus Your World • Social Search is a type of • Search, plus Your World expand the Social Search to web search that takes into Personal Profiles and account the Social Graph Business Pages, making of the person searching social content more the query influent • Search, plus Your World • Social Search was created expand the Social Search to give users a more also to users searching not relevant search among logged-in with their Google friend generated content account • With Search, plus Your • Social Search uses Social World social (G+) and visual Circles for displaying content (images and results, indipendently by videos) is more visible its natural ranking
Social Search • In Social Circles we can find people indicated in our Google Profile, contacts in GTalk and Google Reader • Also, Social Search analyses all the people we follow on different social networks (not Facebook). In this context Twitter is the most relevant for the “trust” (e.g. mentions, favourites, retweets, lists, following, follower, etc.) • Finally, on a second level, we can find relevant content from all the people followed by people we follow • Sometime this kind of search is connected in real-time displaying the last post related to the result, so we also visualise comments on it • It is possible to put in our G+ Circles people/business pages directly from the SERP
Social Search for Pages and Posts “People you ‘hang with’ is actually a ranking signal” Business Pages Posts • Authority of followers and • Number of +1, comments users interacting with the and shares Page • Authority of users sharing, • Topics should be relevant giving a +1 or commenting and associated to the main the post theme of the Page • Topics should be relevant • Quality of posts and associated to the main • Circles where the Page is in theme of the Page • Page optimisation (e.g. • Connection with the description and links) searched query • Integration with other • Keyword optimisation social networks • Autoritativeness of the Business Page
Search, Plus Your World • Personal Results enable people to find personalised information, such as Google+ photos and posts • Profiles in Search enable people to immediately find other people close to or interesting for following, both in autocomplete and results • People and Pages helps people find Google+ profiles and pages related to a specific topic or area of interest, with the possibility to follow them with just a few clicks • Local enable people to see Zagat recommendations and reviews pop up while doing a search
Google AuthorRank “The identity of individual agents responsible for content can be used to influence search rating” Autorship is influenced by REL = AUTHOR Shares, Comments, +1, Like, RT; but also by who is REL = ME engaged, how many times and how users are engaged • Business Pages and Profiles with Authorship will be displayed in the firsts positions in SERP, from which they could be directly added to Circles • With the Authorship feature, now it is easier to make content feel more personal • Authorship not only has an impact on SERP, but also on YouTube (if I share a video in G+, my friends will see it also on their homepage in YouTube)
Google Plus +1 “People discover and share relevant content from the people they already know and trust” • +1 doesn’t directly share content to a user’s social stream, but if in Search Results a content received a lot of +1s it tends to be shown up in higher positioning with details of +1 (even to not logged-in) • +1 in websites recommend content across the web and gives those sites a “stamp of approval” • In Paid Search, with a single click people can recommend ads’ landing pages to their friends (they are more powerful when people can see friends having chosen to endorse them) • In SERP, if you are logged-in, you can +1 interesting content with just one click
What’s in the Future for G+? “We want to build a community based on a sense of trust, and we will continue to roll out new features and tools that reinforce that that concept” Avni Shah Director of Product Management at Google
Thanks for Your Attention I Invite You to Follow Me On plus.google.com/106340893650011764803 it.linkedin.com/in/alessiaturlon twitter.com/aletheya84 facebook.com/alessia.turlon pinterest.com/aletheya84 flickr.com/photos/alessia_turlon youtube.com/aletheya84

More Related Content

Google Plus

  • 1. Google Plus Alessia Turlon – May 2012
  • 2. Google+ “Real-life sharing rethought for the web” Launched on 28th June 2011 +25 million users in the 1st month Rolled out Business Pages on 7th November 2011 +100 million users in the world in 2012
  • 3. Plus of Google+ Start a conversation in real time with “Hangouts”, allowing brands to engage users. Hangouts are video chats trying to replicate gatherings in the real world Segment users in “Circles” to spread targeted content. Circles makes it easy to associate different people to different categories, so you can share different things with different people Consequently, you can see updates for particular circles rather than updates for everyone in the “Stream” “+1” give content a greater chance of dominating search results than it did before, thanks to “Social Search” and “Plus Your World” “Explore” allows you to see trending topics on Google+
  • 4. What’s Hot on Google+ “See what everyone’s talking about” (not considering segmentation with Circles)
  • 5. Google+ Local “Discover places with the help of people you know” Google+ Local is a feature that allows users to share and find information about nearby places thanks to their “Circles”, but also it incorporates information such as scores, reviews and summaries from Zagat Tool rolled out in May 2012
  • 6. Set Up a Google+ Page 1) Choose a Gmail Account (accessible to multiple members of the marketing team) 2) Create a Page, filling in your basic information (page name, Page website URL, category, etc.) 3) Customize Your Public Profile (deleting pages not used and using for website URL Google+ Direct Connect) 4) Promote Your Page (regularly share fresh content, react to interactions, target posts, engage, use statistics, etc.)
  • 7. G+ Pages DoS and DontS • Pages can’t add people to Circles or mention them until the page is added first or mentioned • Pages automatically unfollow a user if that user unfollow them • Pages can’t +1 other pages, nor can they +1 content on the web • Pages can share content of a user from Explore, but it is needed to open the URL in the post • URLs can’t be personalized as they are now defined by a long string of numbers
  • 8. Hangouts “We want to help you make the same kinds of lasting connections with your customers online the way you can in real life” Linking your YouTube account allows you to broadcast your Hangout live on your channel and to record it as a public video (see Hangout On Air)
  • 9. Third Party Tools to Manage G+
  • 11. Google+ Changes Search Social Search Search, plus Your World • Social Search is a type of • Search, plus Your World expand the Social Search to web search that takes into Personal Profiles and account the Social Graph Business Pages, making of the person searching social content more the query influent • Search, plus Your World • Social Search was created expand the Social Search to give users a more also to users searching not relevant search among logged-in with their Google friend generated content account • With Search, plus Your • Social Search uses Social World social (G+) and visual Circles for displaying content (images and results, indipendently by videos) is more visible its natural ranking
  • 12. Social Search • In Social Circles we can find people indicated in our Google Profile, contacts in GTalk and Google Reader • Also, Social Search analyses all the people we follow on different social networks (not Facebook). In this context Twitter is the most relevant for the “trust” (e.g. mentions, favourites, retweets, lists, following, follower, etc.) • Finally, on a second level, we can find relevant content from all the people followed by people we follow • Sometime this kind of search is connected in real-time displaying the last post related to the result, so we also visualise comments on it • It is possible to put in our G+ Circles people/business pages directly from the SERP
  • 13. Social Search for Pages and Posts “People you ‘hang with’ is actually a ranking signal” Business Pages Posts • Authority of followers and • Number of +1, comments users interacting with the and shares Page • Authority of users sharing, • Topics should be relevant giving a +1 or commenting and associated to the main the post theme of the Page • Topics should be relevant • Quality of posts and associated to the main • Circles where the Page is in theme of the Page • Page optimisation (e.g. • Connection with the description and links) searched query • Integration with other • Keyword optimisation social networks • Autoritativeness of the Business Page
  • 14. Search, Plus Your World • Personal Results enable people to find personalised information, such as Google+ photos and posts • Profiles in Search enable people to immediately find other people close to or interesting for following, both in autocomplete and results • People and Pages helps people find Google+ profiles and pages related to a specific topic or area of interest, with the possibility to follow them with just a few clicks • Local enable people to see Zagat recommendations and reviews pop up while doing a search
  • 15. Google AuthorRank “The identity of individual agents responsible for content can be used to influence search rating” Autorship is influenced by REL = AUTHOR Shares, Comments, +1, Like, RT; but also by who is REL = ME engaged, how many times and how users are engaged • Business Pages and Profiles with Authorship will be displayed in the firsts positions in SERP, from which they could be directly added to Circles • With the Authorship feature, now it is easier to make content feel more personal • Authorship not only has an impact on SERP, but also on YouTube (if I share a video in G+, my friends will see it also on their homepage in YouTube)
  • 16. Google Plus +1 “People discover and share relevant content from the people they already know and trust” • +1 doesn’t directly share content to a user’s social stream, but if in Search Results a content received a lot of +1s it tends to be shown up in higher positioning with details of +1 (even to not logged-in) • +1 in websites recommend content across the web and gives those sites a “stamp of approval” • In Paid Search, with a single click people can recommend ads’ landing pages to their friends (they are more powerful when people can see friends having chosen to endorse them) • In SERP, if you are logged-in, you can +1 interesting content with just one click
  • 17. What’s in the Future for G+? “We want to build a community based on a sense of trust, and we will continue to roll out new features and tools that reinforce that that concept” Avni Shah Director of Product Management at Google
  • 18. Thanks for Your Attention I Invite You to Follow Me On plus.google.com/106340893650011764803 it.linkedin.com/in/alessiaturlon twitter.com/aletheya84 facebook.com/alessia.turlon pinterest.com/aletheya84 flickr.com/photos/alessia_turlon youtube.com/aletheya84