As of March 1st, 2012, Google began to integrate Google+ content into its search results. In Google’s mind, search results should incorporate social information to be more relevant and personalized to consumers. So how will Google’s new search format impact search engine marketing? Will consumers disregard the search engine marketing ads or click on their personal results or both? And what is the general consensus on this new format? Find out more below…
According to AYTM Market Research, the majority of consumers prefer seeing their search results without content from Google+ (eMarketer). The common viewpoint is that we should all see the same search results regardless of what keyword we type in:
Two Drawbacks – Search combined with social on Google can be beneficial, however there are certainly drawbacks with this new layout, too. Let’s explore two current drawbacks now.
- Privacy – Will consumers feel like they have even less privacy online?
- Entirety of social media – Since Google is the most well-known search engine, is the search engine giant receiving an unfair advantage by only showing its social media content (Google+) and excluding other social media content (i.e. Facebook, Twitter, and so forth)?
If you were to do a search on Google today, you’ll notice you can turn your personal results on or off. Here’s an example of my search results with both options enabled:
With personal results turned off:
With personal results turned on:
If consumers prefer their personal results or the general search results on Google remains to be seen, however we can be sure executing the build and buy strategies are essential to your business’ success. Without either of these strategies, your business is invisible to your target market online.
What are your thoughts on Google's new search format? Are you planning to setup your Google+ business Page if you haven't already? Share your feedback in a comment!
About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $1.4 million in annual marketing budgets and has worked with local businesses, agencies and the US government. Give him a call at (877)655-3438 to schedule a free consultation.
Interested in exploring the debate further? Check out this article from eMarketer: