Internet marketing: Google+ gradually increases in importance

The social media networking sites are locked in competition with one another. Facebook has a healthy lead over the competition, while Twitter can be very useful in some campaigns. However, one of the new kids on the block, Google+ has been making significant progress. The fact it is being promoted by Google, the world’s leading search engine, means that those interested in internet marketing will not be able to ignore its presence during the remainder of 2012 and beyond.

At Click Consult we are experts at devising and implementing site-specific campaigns. We take care to pursue the goal of integrated internet marketing, while being aware of the constant fluidity in the sphere of search. This entails making significant investments in research and monitoring. Campaigns need regular adjustments if they are to produce sustainable improvements in performance.

When it comes to Google+, content from it has begun to appear in the search engine results pages of Google. Given that results from Twitter used to feature prominently in the rankings before the advent of Google+, this should come as little surprise. When Google cancelled its arrangement with Twitter, this kind of development was predicted in some quarters. Nonetheless, it is critical to take a brief look at some of the details involved in Google’s move.

The data being featured in the search engine results pages may add to clutter and slowdown the search process for some users. It may make people keener on Google+, but it could detract from what Google does so well. The main point here is that the changes can be viewed positively and negatively. However, the change certainly opens up a new frontier and changes the mix of opportunities and challenges facing marketing efforts going forward.

The nature of the change is such that the search engine will reflect some of the proliferation of photos, talk, profiles and posts being shared on Google+. However, experts have underlined that it is only those with their Google accounts logged on who will ‘benefit’ directly from the change. This in turn means that the increase in the exposure of Google+ will be more restricted than one might have envisaged.

As only a certain proportion of Google users will be directly affected by the strategic shift, it may be wondered how Google executives believe that Google+ will receive a significant boost. There are two points to be made here. Firstly, Google+ will only gather more influence in an incremental way whatever Google does. Secondly, if users enjoy seeing Google+ content in their search engine results pages then they will pass on the message to other users.

Google has failed in experiments with social media before. This means that Google+ will be treated in a new fashion. The fact is that Google is apparently in it for the long haul this time. Google probably recognises that catching up with Facebook is not a realistic proposition for the foreseeable future, but this does not mean that they are succumbing to fatalism. Those engaged in marketing goods and services online will have to consider the increasing relevance of Google+.

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