How Google+ will Change Search.

How Google+ will Change Search.
By Alicia Whalen
Friday, 9th September 2011

Since the launch of Google+, Google search results have omitted Tweets and Facebook ‘Likability’ in its search results – but the question is will the consumer adapt to a new type of social network or are we too comfortable where we are?.

My guess is that Google will leave us no choice but to adapt, but usage will not be the same as Facebook and Twitter.  Some recent usage stats show that although Google+ launched strong that users and time on site is declining instead of growing.

I predict that Google+ will not be the either/or social network replacing Facebook, but will become a social search engine.

Google+ will most likely change search completely because the web as a whole has become socially integrated, with friend recommendations driving consumer engagement in content and thus high rankings in search and overall online visibility.

Google+ will give the search engine what has been missing, something that algorithms alone could not provide – aggregated data on consumer preferences, habits and interests as an indicator of relevancy.

Google is trying to do what they have done with content on the web from the start – organize content based on user preference. By aggregating the social web, Google is able to understand consumer behaviour like never before, and own the data – which is what makes Facebook so powerful.   Marketers have the ability to target their marketing messages based not only on user activity, but by circle of user’s activity, interests, social buzz – along with all of the other demographic information they have only been guessing about until now.

The number of Google+ likes that content has will affect ranking in both the paid and non-paid organic search results. If Google+ is adopted in the way the Google hopes, a Google+ “like” (for lack of a better term) will be an important indicator for ranking content as relevant.

If users adopt, Google+ will have access to consumer preferences, demographics and psychographics (much like facebook has gathered over the past few years) like never before. More than that, they will be able to tie that knowledge in to Google Adwords making it a marketing vehicle that will be able to serve almost personalized ads based on what Google knows we like.

So the question is, will Google+ take over as the social engine of choice?

Of course Google is hoping for that – but Facebook is not going anywhere. Facebook has been so widely adopted by consumers that I predict it will maintain and continue to grow its user base.  It will be interesting to see though how Facebook will evolve from here. Perhaps Facebook should add a search engine? (back at ya Google!)

Will users adapt?  Google+ needs to focus on integration into all their products and educating users about how to use their +’s.  My guess is that consumers will adapt, but not as a replacement to social networks like Facebook and Twitter.

Times are certainly changing in search. It will be interesting to see if Google+ has enough mass appeal to bring Google to the next level…whatever that may be.  Make sure you Google+ this post, Tweet it and Like it on Facebook – now that’s alot of love to give – and I thank you for it!

Alicia Whalen is the co-founder of “A Couple of Chicks.Com” an Internet Marketing, Distribution Revenue Measurement Company. After 8 years developing search engine strategies and measuring online return on investment for large branded hotels, resorts and destination portal websites in Niagara Falls Canada, Alicia partnered with Patricia Brusha to develop an integrated, non-intimidating approach to Internet Marketing and Web strategy. 

www.ideahatching.com

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Social Media Tools Underused by Small Businesses: Survey

As
consumers continue to clamor to social media channels like Facebook, LinkedIn
and Twitter, a recent survey conducted by Zoomerang Online Surveys and Polls
found that small to medium-sized businesses (SMBs) are not using these tools to
the fullest potential to capture their customers’ attention.

The
survey polled more than 1,100 SMB decision-makers and more than 500 consumers
throughout the United States on their use of social media. Nearly half of the
surveyed SMBs utilize social channels to market to customers; the survey found
of those, an overwhelming majority (86 percent) have Facebook accounts. The
majority of consumers surveyed (93 percent) also use Facebook, according to the
research.

According
to the survey results, consumers are more likely to “like” a business
on Facebook because of personal interest (31 percent), while SMBs named
connecting with customers (28 percent) as their reason for using
Facebook. Through Facebook, 19 percent of consumers have
“un-liked” a company or brand. Additionally, 37 percent cite special
deals/discounts as the way to get their attention on Facebook. Yet, only 10
percent of SMBs find offering specials/discounts on Facebook to be an effective
way to reach their customers on Facebook.

“The
term ‘Facebook Fatigue’ has been thrown around a lot lately, but survey data
shows that consumers are far from their saturation point with social
media,” said Alex Terry, general manager of Zoomerang. “Social media
has become a way of life for consumers and it’s essential that SMBs use these
tools to their maximum potential to connect with customers.”

According
to surveyed SMBs and consumers, the most effective tactics for businesses to
reach customers are wall posts and direct messages, and of SMBs and consumers
who use daily deal sites, Groupon was the most frequently used. Yet, nearly
half of surveyed consumers believe Facebook is more effective than daily deal
sites. The top three favorite features by both SMBs and consumers are photos,
messages and status updates, the survey found.

“When
marketing to customers, SMBs should consider these survey results,” said
Terry. “While a special discount is a powerful approach to engage, sending
them messages directly or asking them their opinion via survey or poll is also
a persuasive way to show that they are valued and their opinions are
heard.”

Zoomerang
has also introduced a survey application, Zoomerang Surveys and Polls for
Facebook. The free Facebook application not only allows users to poll their
friends on their thoughts and ideas directly on Facebook, but also provides
real-time feedback. Businesses can survey customers and prospects on their
opinions toward certain products or services as well as what they would like to
see offered. Additionally, users can add photos and video in their question and
answer choices. Plus, Facebook sharing options allow the survey or poll to
spread virally to reach people beyond one’s immediate network, a company
release noted. 

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