What does the recent announcement of Google +1 mean for your small business? Like many new services there has been a lot of fanfare over +1 and how it may revolutionize the internet and how people find information. Google +1 basically allows people searching for information on Google to endorse a search listing. When someone else does a similar search query they will be able to see the number other people who have already +1 that result. The +1 goes deeper by showing +1′s by those you are already connected with, to start your connections will only be your Gmail contacts or chat contacts. However Google has already mentioned that other social connections may be added such as your Twitter followers.
Having a +1 or multiple +1′s next to your web page on the Google results page may have a dramatic effect on how many people decide to click on the link. If other searchers are able to quickly identify that the result was useful to others they may decide that it may be their best option. The click-through rate on results that show +1′s from people you already know and trust may even be higher because instead of generic recommendations searchers will be able to see that a friend or colleague of theirs has recommended the result.
The +1 may have some similar results to what the reviews have done for local searches. Google automatically summarizes the reviews of local businesses and displays the result next to the business listing when a user performs a local search query. The higher the average review and the number of reviews not only benefits where your business is displayed on the page, it also plays a role in how likely a searcher is to click on your result and move on to your website.
Google’s long term strategy is that the +1 will be their version of the Facebook “Like” and will help Google transition from a complete algorithmic search to a blended algorithm/social search. Google has identified the power of a persons social network to influence where they go online and how the social graph influences buying decisions. In the future Google will also be implementing an embeddable +1 button for websites similar to the Facebook “Like” button. This will enable users to +1 a web page once they are already on the site and have been able to decide if the result was useful.
As of right now Google +1 is still very new and data is not yet available on how the +1 will impact a businesses search performance. The driving factor in determining if the +1 will become of your online marketing strategy is how well it is adopted by the general public. If users are able to understand how it works and see the benefits form using it you will need to look at how you can implement +1 on your website as part of your search and social strategy. On the other hand if user adoption is slow and users do not use it or Google is unable to expand what social networks they are using to make connections among users the impact of +1 may be minimal.
Like most new products and services that are released online it is too soon to determine if Google +1 will become a mainstay of your marketing strategy or just another passing fad, think Google Buzz. Check back here for updates on the adoption of Google +1 and the best practices for using the service as they become available.
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