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  • Google+ Your World: Linking Strategies

    23 April 2012

    Just as Google revolutionized searching the web when it launched in 1997, the beginning of 2012 marked a completely new way of searching the web.  Known as Google+, we are now equipped with even more highly specialized and individual Google results for any bizarre word, phrase or question we search via Google.

    As a Google user, it is exciting to be able to find more information, based upon location, past searches, what your friends recommend and a plethora of other criteria that will likely be more relevant than the results other web search engines would provide.  For those businesses dependent upon a high Google ranking for survival this new search structure is both confusing and terrifying. No need to panic, simply adapt.

    First, it is important to begin to diversify the driving force of traffic for your business.  A dependency upon any one avenue is a recipe for disaster; take the launch of Google+ as case in point! Many companies have spent eye-popping amounts of their marketing budget in boosting their Google ratings to position themselves in the coveted top search results for their given field or keyword.  Now with the overnight transition to a user individualized ranking system all those big marketing dollars may very well be down the drain.

    Second, having said all of that, it is still important to appear in a Google search! Google remains a free platform and a major element in the matter of remaining relevant in the ever-evolving world of the internet.  It is better to think of Google+ as a new way for searchers to find you, particularly if you’re a small, local business. It is just different way to go about it.

    In order to adjust to the new method of Google searching with Google+ you’ll need to change your SEO and linking strategies in the following ways:

     1. Understand Exactly How Google+ Your World Works

    Lovingly dubbed “GPYW,” understanding what Google+ Your World is looking for to most appropriately rank your website is the first and most important step to switching up your online presence.  Google+ will always retrieve information they deem most reliable and relevant, it now will also include quite a few different factors.  Learning how heavily social media or external links are weighed can completely change the way you approach future marketing techniques.

    While having a strong social media platform on Google+, Facebook, Twitter and other social media sites is important at the moment never lose sight of the other ways your company can gain recognition.  When Google users search it is unlikely they will click to visit your #1 ranked Facebook page, no matter how popular it is, than a legitimate homepage of your competitor ranked at #2.  Remember to broaden your horizons.

     2. It’s Easy

    If you were able to create other social media accounts there is no reason you can’t establish a Google+ account.  Google engineers are some pretty smart cookies and have streamlined the process so that you’ll be up and running in no time. Once you have an account you are able to search your contacts as well as upload other contacts – say past customer lists- to your account and add them within specific marketing targeted categories.  It’s safe to say this process could take as little as 10 minutes and will put you in contact with more customers than you may even be aware.

    3. Evolution is Vital

    If you’ve been in the game of trying to boost your Google rankings over the past few years you’ll be the first to agree that the rules are constantly changing and what may have shot you right to the top of the results two years ago may have gotten you blacklisted just months later.  Again, Google engineers are smart and are always hot on the trail of those able to discover loopholes to their program.

    Your best bet has and will always be to play by the rules and use legitimate links and other web drivers to your pages.

    Link building is an important tool for all businesses whether remotely dependent upon web marketing or a completely web based business to remain relevant and drive traffic either directly or indirectly.  The strategic use of Google, Google+, and Google+ Your World is a great way to stay in front of those searching for you, but it is also extremely important to appear in front of those not searching for you or your business.  This happens by building your links.

    More links to your web address or other related sites build a stronger web of those left with an impression of your company and a path to find more information about it.  Link building using email marketing or guest blogging on relevant topics for other websites can do more for your business than any social marketing engine.

    Adam Toren is an Award Winning Author, Serial Entrepreneur and Investor. He Co-Founded YoungEntrepreneur.com along with his brother Matthew. Adam is co-author of the newly released book: Small Business, Big Vision: “Lessons on How to Dominate Your Market from Self-Made Entrepreneurs Who Did it Right” and also co-author of Kidpreneurs.

     

     

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    17 Responses to Google+ Your World: Linking Strategies

    1. Kelsey April 23, 2012 at 12:17 pm #

      I definitely agree with your point that evolution is vital!

    2. Matt April 23, 2012 at 1:15 pm #

      Watching Google+’s development has been very interesting. It also begs the question – how much of my search results do I want to be influenced by my social graph?

      Sure, I care about what the people around me think. But sometimes I know they aren’t experts and I don’t want them interfering with better results from across the world.

      Wil Reynolds has talked about this at length for anyone who wants a deeper thought analysis. Nevertheless, ignoring Google+ or hoping social won’t be an influence is certainly not an effective mindset.

    3. Robert Peters April 23, 2012 at 3:26 pm #

      Great post with some nice points.

      I agree that Google+ is a step towards a more levelled playing field for small businesses. As you explained by building circles on Google+ and connecting with your contacts you have a great opportunity to be more visible in their search results.

      Google+ is also much less cluttered than Facebook and Twitter. It’s a great time for a small business owner to get involved with Google+ and build new relationships and have an advantage by adapting quickly.

      Thanks for posting.

      Rob

      • Jordan J. Caron April 25, 2012 at 11:06 pm #

        Robert,

        You make a great point about the + being less cluttered. Think of all those people we follow who have 50K followers. We think, how did they do that? Chances are they were on Twitter very early.

        Google+ has some value right now for small business owners. Like you say it’s easier to connect since there is less noise. You can have an actual conversation on there and I find the search function great for finding geo targeted people. Who would have thunk Google would be good at that?!

        With all that said I see them trying to push the whole GPYW stuff and social signals stuff a bit too much. Are they really going to bribe people for that reason only?

        Anyways I have yet to see any of the this link building stuff pay off and don’t think this is the main reason to get on board.

    4. Chris April 25, 2012 at 6:44 am #

      Awesome – always wondering how to best use Google+ for link building and such. Thanks for the tips!

    5. Mark Thompstone April 25, 2012 at 3:19 pm #

      An excellent post. With all of our marketing efforts, This is just one part of our marketing. However, I find it is a simple way for me to connect to my contacts. Thanks

    6. TheFireGuy April 25, 2012 at 9:52 pm #

      It is pretty interesting getting search results back that are affected by other individuals in your circles. I can see how this would be extremely useful, but also detrimental to searches at times.

    7. Calanguterooms May 3, 2012 at 10:42 pm #

      How true that diversification is the key! Because of Google’s smart guys, one has to be constantly on one’s toes.

    8. ConstructionSupplies May 7, 2012 at 3:25 pm #

      Having my search results skewed by some barely relate-able post from an acquaintance doesn’t sound helpful. I wonder if results could be filtered by which circles your contacts are (or are not) in.

    9. Genius Startup May 10, 2012 at 2:23 pm #

      I think something like that is coming. The new Google Authorrank has a similar element in that it applies the rank to different subjects you may write about. So you could have a high Authorrank for the marketing posts you write but a low one for your part-time cookery blog.

      Given that, it’s probably not a huge leap to think that people in your Circles could be filtered in the same way to adjust the impact they have on personalized search results.

    10. Philip Nowak May 14, 2012 at 4:49 pm #

      Adam,

      Great post. I’m really looking forward to seeing how my site traffic evolves due to Google+ and personalized search.

      Funny story. A buddy of mine excitedly called me recently to tell me that my site appeared on the first page of several of his searches for small business apps. I knew right away that what he was seeing wasn’t a true organic search result, but instead his personalized search results.

      Hopefully, we’ll get to the point where we rank highly either way, but that reiterated to me the importance of posting all of our content to Google+, making friends/building circles and promoting the Google +1 button on our posts.

      Best,
      Philip

      • Matthew T May 16, 2012 at 5:00 pm #

        @Philip Thank you for the great feedback! Google+ is a great asset for all of our seo/social media needs, we post all of our quality editorial to google+ as well.

        • Philip Nowak May 16, 2012 at 8:48 pm #

          Anytime, Matthew!

          Glad I found the site on Alltop. Love the posts. I’ll be stopping by more often!

          -Philip

    11. Kav May 22, 2012 at 10:59 pm #

      I found your site to be great for small business information!

      • Matthew T May 23, 2012 at 12:07 pm #

        @Kav Thank you for the great feedback.

    12. Eroti May 22, 2012 at 11:00 pm #

      Hi, still learning how to stay on top of search results, but found your site that will sure help me to grow. Thanks.

      • Matthew T May 23, 2012 at 11:51 am #

        @Eroti Thank you for posting on our site.

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