Your Identity and Google+

It's often said that Google+ is perceived as just another social network. Common refrains about Google+ include - "it lags behind in registered members when compared to Facebook." - "I don't understand how to use it." - "it's empty and the Media say its not worthwhile to consider adopting".

Yet despite the underlying negativity and perceived confusion, Google continues to build on Google+ and introduce integrated product changes that do affect you, your business and products and the activities you undertake (SEO, content distribution, marketing, social networking, etc.) to be "visible" online. 
Consider the following:

+ More than one half of all searches on the world wide web are completed through Google. As Google owns both the search engine and social media network it stands to reason that both will be interlinked and that your Search Engine Optimization programs should include Google+.

+ Google+ Authorship connects your Google+ account with the content you produce. To use it you simply insert a short piece of code from Google+ into any article, blog, newsletter, etc you publish. The inclusion of the code links the content to your Google+ account and Google+ image in the search results page on Google. This type of presentation is proven to both create more click results and to provide your content with a small boost in page rank - all because Google acts as a "verification source" noting that your listing is a "top quality result". As Eric Schmidt, Executive chairman of Google, says: "Within search results, information tied to verified online profiles will be ranked higher than content without such verification." (Wall Street Journal 2013).

+ Unlike other social media networks, Google+ uses a system called 'Circles' to group people with similar interests. As we all have experienced, Google algorithms tailor internet search results to your browsing history and interests. So, if a search "user" on Google is searching for a term relevant to your content and that searcher is included in your circles on Google+, any content created by that you will be more likely to appear higher in search results.

+ Lastly, and again with Circles, content published and distributed through Google+ will appear in the timeline of those who have circled the page. Visitor engagement with your content - through posts for example - will add weight to your brand, your content and your website; all of which lead to greater visibility in search results.

 Bottom line. The impact that Google+ has on "visibility of you, your business and your products" is only going to increase and your use of Google+ could be a deciding factor on what content gets ranked in Google. So... when you have the time, pay attention to Google+ this year and put it on you list of items to engage about. If you post content online for public consumption, ensure that you attribute these postings within your personal or business Google+ profile ... and don't forget to grow your Circles in a similar fashion to how you grow your other social media, fans, followers and connections.

Cheryl Kenny, is a digital and online media marketer, editor, researcher and branding guru. Through Concentric, she helps businesses maximize their communications opportunities using innovative and measurable digital strategies, marketing and advertising programs.