Google+ Communities: Amplify Your Content In Search

This Old New Business Podcast with Jeff KorhanThis is Episode 8 of This Old New Business weekly business podcast with Jeff Korhan.

Earlier this year Social Media Examiner released an extensive social media marketing industry report that revealed learning Google+ was a top priority for businesses.

One of the reasons for this is they intuitively understand Google+ impacts Google search results. However, there is a lot of confusion as to how that works and what steps should be taken to leverage that possibility.

During our conversation, Martin Shervington shared an interesting perspective on this. He said, “Google+ isn’t just another Facebook or Twitter. This thing is different.”

It is different! This is why some people have a hard time wrapping their minds around Google+. You’ll want to listen to this episode more than once as Martin breaks it all down for us.

Our Featured Guest: Martin Shervington

Google+ Communities: Amplify Your Content in SearchMartin Shervington is an executive coach, business consultant, and marketing psychologist whose work centers on communication, people, and technology in modern life. He splits his time between the UK and the United States working on a number of web marketing projects, with a great majority of them involving Google and Google+.

Google+ is Google

There are two aspects to Google+. One is that Google+ is a destination or identity service. This first quality is the evolution of Google+ from what was originally Google Profiles.

Make no mistake, this quality of Google+ is invaluable for amplifying your personal identity in search results. Everyone should be diligent about ensuring their personal profile includes up-to-date feeds of all of the content published on the web that they author in full or part.

However, when Martin states that Google+ is Google, he is referring to much more than its ownership. The larger picture is the social layer of Google+ that runs through all the Google services, including Gmail, YouTube, Google Drive, Google Maps, Google Now, and many, many more.

Thus, given that the various Google services affect your presence online, and therefore within search, that Google+ layer that integrates all of them is indeed Google. They are one and the same.

Google+ Influences Google

Google is an interactive community ecosystem that is more than the sum of its individual sites. For example, comments on your YouTube channel extend to your Google+ profile and that of the commenter, as well as with everyone you are both connected to on Google+.

Looking at the reverse, if you share a post on Google+ and someone with greater authority then shares it again, Google will most likely rank their Google+ share higher than yours – the original source.

The collective authority of Google+ communities is effectively shared by all. Tweet this

If there is one clear takeaway from this episode, it is that Google+ communities are searchable, micro-engines that can amplify your content within search.

This Thing is Different

Since Google killed Google Authorship, there has been some speculation that Google may kill Google+ too. Martin disagrees with that speculation for the simple reason that Google+ is the next generation of Google.

Unlike Google+, Facebook and Twitter stand alone, whereas Google+ integrates with the entire Google ecosystem. Therefore, killing off Google+ would be like killing the body to eradicate a cancer. It doesn’t make any sense.

If you are new to Google+ it will take some time to get accustomed to it. However, keep in mind that with other networks, you are the user and advertisers are the true customers. Whereas, at least for now, Google+ is designed exclusively for people like you that want to build community and amplify their content in search. 

Is your business ready to learn and adapt?

Lighting Round Tips and Advice

Martins’s Top Sales or Marketing Advice – Build relationships that allow your 100 brand evangelists to tell the world that you are amazing.

His Favorite Productivity Tip – Use Google Drive – especially if you work with an assistant and teams.

Two Quotes that Inspired Martins’s Success – “Fortune favors the bold” and “A man chasing two rabbits catches neither.”

Key Take-Aways

How to subscribe to This Old New Business podcast

Click here to subscribe via iTunes.
You can also subscribe via Stitcher.

Help us Spread the Word

Please let your Twitter followers know about this podcast. One click on this ready-made tweet will make that super easy.

If you enjoyed this episode of This Old New Marketing podcast, please head over to iTunes to leave a rating, write a review, or subscribe.   If you use Stitcher, click here to leave a rating, write a review, and subscribe.

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+

Google+ Rolls Out Personal URLs for Everyone

Author Jeff Korhan on Google+

Sometime last year Google+ began rolling out personal URLs for notable people and organizations.

Just yesterday I received my invitation to do the same, and I gladly accepted. Why?

The Social Web and Search are Getting Personal

The implications of this are more than just shortening your Google+ URL to something that is memorable. This speaks to Google’s mission to deliver the most relevant results for every search query as quickly as possible.

Relevancy used to be associated recency, and it still does. However, moving forward relevancy will also consider the authority of the information being shared, and that makes it personal.

Authority and Influence are Personal

Before digital, media authority was consolidated within organizations and media outlets.

Now, social has democratized media to effectively make every individual their own personal brand. Google understands that authority and influence is now everywhere. This is why they are interested in what you and I have to say.

Regardless of extent of your circle of influence, Google wants to know about it. The reason for this is that influence is now specific, and that means they want to get to know you – and what you know.

Are you ready for this?

Business is Now Personal

It is a fact that most consumers do not trust businesses until they get to know the people within them, especially their leaders.

If you are a business owner of one of its leading managers you can positively affect the authority of your business via your personal brand. You are probably not a celebrity, and neither am I, but we nevertheless have specific influence within the communities that we serve.

And Google wants to know more about that.

The truth is that even remarkable companies can fade away if they are not engaged with the communities they serve. This is now an expectation of your current and future customers.

Therefore, embrace this and commit to being a more personal business.

Obviously, Google is now prepared to help you with this endeavor.

Note:  This is not something you can do on your own. Google will send you an email with a pre-approved URL. You have the option to suggest another, but my decision and that of others has been to accept Google’s suggestion. 

Also, it appears Google’s convention with these URLs is to capitalize the first and last name. Again, probably a good idea to fall in line with Google and stick with that format.


About the Author:  Jeff Korhan, MBA, helps mainstream small businesses create exceptional customer experiences that accelerate business growth. Get more from Jeff on LinkedInTwitter and Google+.

Jeff is also the author of Built-In Social: Essential Social Marketing Practices for Every Small Business – (Wiley 2013)

Market Like You Understand Your Customers

One of the most underrated qualities in business is understanding the customer. On many levels this is significant, but especially for marketers that want to attract the attention of an audience. Assuming you have the technical capabilities, there is one a simple test for determining if your marketing is likely to be attractive to your […]

Read the full article

How to Write Web Copy That Gets a Response

There is business writing and there is writing for the web. Writing for the web is an intentional process for eliciting a response, and often a series of responses. This is why it is sometimes referred to as direct response copywriting. Your web copy should be designed to attract attention, develop a relationship with an […]

Read the full article

3 Facebook Hashtag Marketing Tips

The newly launched Facebook hashtags could prove to be the savior of Graph Search – the recently launched Facebook search feature. Graph Search does what it promises – returning search results based on the social graphs of your Facebook friends, fans, and followers. This means that you tend to see search results only for those […]

Read the full article

Google+ Goes Big and Bold

It is clear that Google+ is not sitting back waiting to see what Facebook does next. On the contrary, they are making bold moves. The recent redesign of Google+ promises to take it from an identity service to a true social destination that now boasts 500 million users. In the meantime, Facebook continues to roll out […]

Read the full article

3 Ways Content Marketing Makes Every Business Better

One of the reasons many businesses do not create and publish online content to serve their communities is the assumption it has already been done. This false assumption ignores the fact that most problems are chronic and original perspectives are the only way to slowly break them down to develop sustainable solutions. There are 3 […]

Read the full article

Google for Authors Simplified

One of the best search features to come along in a while for authors of original content is Google Authorship – one that is not particulary well known outside of tech circles. About Google Authorship This week I received an email from Google about Google Authorship that suggests they are hoping to take it mainstream. […]

Read the full article

When Users are Not Customers

The Ideal User Experience Google’s mission is to deliver the most relevant results for ANYONE performing a search within their platform. Google knows their customer. It’s any person doing a search query, regardless of whether that search is for business or personal reasons. When Google focuses on providing the best user experience, they are equally […]

Read the full article