Google Plus and SEO Reputation Management:

Why Your Business Must Set Up an Account(Original date of delivery of this content: 12/2012)

Chris BoggsDigital Marketing Evangelist

Is your company represented by your content?

Agenda (Originally delivered 12/2012)• Google Goals and Background• Google+ for Business• Search Engine Results and Google +• 3 Reputation Management Connections• Using Search Results to Speak to Target• Key Takeaways

About Me – Chris Boggs

• Chairman of the Board, SEMPO • Specialist with 13 years of experience

in digital media• Love to implement cross-channel and

platform strategies to find synergies between online marketing campaigns and other user-experience and conversion best practices

• Twitter: @boggles

Today You Will Learn about Google

• Google has evolved to a point which it requires more careful consideration of authenticity– The Love of Folksonomy and the User– The Passion for Authentication– Google + for Business in 2012– How Google + and Local/Maps Work Together– Trends in Search Engine Reputation Management– And hopefully more!

LOOKING AT GOOGLE

Google Loves Its UsersGoogle looks at “10 Things they Know to be True,” and these often align efficiency and accuracy goals with integration of user signals.

1. Focus on the user and all else will follow.2. It’s best to do one thing really, really well.3. Fast is better than slow.4. Democracy on the Web works.5. You don’t need to be at your desk to need an answer.6. You can make money without doing evil.7. There’s always more information out there.8. The need for information crosses all borders.9. You can be serious without a suit.10.Great just isn’t good enough.

http://www.google.com/about/corporate/company/tenthings.html

Google Seeks User SignalsBeyond the obvious authority gained from link co-citation algorithm, how can Google segment voters' opinions within a vertical, theme or specialty topic?

Source: Razorfish Search Shots archive

Google “Caffeine” Made Things FasterThe Caffeine technology update made things faster, but third parties are still needed to provide true “real time” results.

Source: Google Blog 6/8/2010

GOOGLE+ FOR BUSINESS

Set Up is Easy

Set Up is Authenticated

SEARCH ENGINE RESULTS AND GOOGLE PLUS

Plus/+1 Gives Google More “Real Time”Instead of having to rely on third parties, Google has more of its own content or other trusted content it can incorporate into results pages.

Brands Have to Leverage Google Plus

Location Makes a Difference

Spelling (now) Makes a Difference

No Instant Glory – Authority Needed

Integration with Algorithm UpdatesPanda and other algorithm updates are all geared towards directive #1— to focus on the user

Source: beijingtoday.com.cn and currents.rosetta.com via Google Images

The “New Seven-Pack” Branded SERPGoogle has again shown it wants to reward trusted brand content with its new 7 results set for brand searches, versus the traditional 10 results

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Don’t Waste the White Space!

Integration Means More “Real Local”This is what the user sees without mouseover (Screenshot 12/2012)

Integration Means More “Real Local”This is what the user sees with mouseover

3 REPUTATION MANAGEMENT CONNECTION POINTS

Content Marketing Content marketing should be a priority, and will help Brand results including Sitelinks

Press Releases Being “newsworthy” is one of the biggest advantages large companies have in today’s SEO landscape, but many fail to take advantage

Social MediaSocial media is a great way to provide the evergreen, relevant content for which Google and users are searching

• Google leverages Google+, Facebook, Twitter and more!

USING SEARCH RESULTS TO SPEAK TO TARGET SEGMENTS

Brand Searchers Can Be Spoken-To

• Brands that leverage Google+ Business profiles effectively can provide messaging to multiple segments– Understanding current organic results and marrying

G+ content to create full or multi-targeted message is highly advanced strategy

– In Brand or Industry times of “turmoil,” G+ and other social media content can protect the brand or even better: introduce the brand

Examples of G+ Enabled Messaging

Move The Needle

Move The Needle

• Go find out how your competitors stack up, and check results regionally if you are not bound by geographic limitations

• Get started by setting up a Google+ Business account, using a Google Account already associated with the Brand

Suggested Activity

1. Google Plus for Business is Google ‘Authenticity Check”2. Google Plus for Business should tie to Google Local/Maps3. Google exposure for Brand / Company Name searches can be dominated4. Brand searchers can be messaged-to directly in nearly real time5. Proper content management could lead to non-branded benefits for early adopters

Key Takeaways

 www.onlinemarketinginstitute.org

Chris Boggs - @boggles

Thank You