And how Talener can leverage changes to Google search results to positively affect our business
80 percent. That’s the percentage of search engine market share owned by Google. On January 10th, 2012, Google released a new search algorithm called “Search Plus Your World”. In a statement made by the company, Google characterized this change in their search algorithm as “Transforming [Google] into a search engine that understands not only content, but also people and relationships” Google is using data collected by users logged into their google.com (and Google+ accounts) make the act of searching “more relevant and personal to users signed into their Google.com accounts.”
This new algorithm is actually a bit of a misnomer, as Google search rankings are no longer going to be based only on algorithm, but will now take social signals into account. Why does this matter? This most recent change to the Google Algorithm means that each individual search query will return different results, dependent upon the user making the search. But how? New search results will be based upon social data taken from your own activity while you’re signed into Google, in addition to the activity of your social network on Google+. The new search listings will fall under one of the following categories:
-Listings from Web
-Listings from web, boosted because of your personal behavior (i.e. browsing history)
-Listings from the web boosted because of your social connections (chatting about and sharing content)
-Public Google+ posts, photos or Google Picasa photos
-Private or limited Google+ posts, photos, Picasa photos shared with you (most radical/recent change)
-Results promoted by the +1 button
What is the +1 button?
We’ll let Google explain: “+1 gets conversations going. Click the +1 button to give something your public stamp of approval. Then, if you want to share right away, add a comment and send it to the right circles on Google+. The next time your friends and contacts search on Google, they could see your +1. You’ll help them find the best stuff on the web – and you might just start up another conversation!”
From what I understand, the Plus +1 button focuses on enhancing the visibility of websites within search results. A lot of +1s on a website or article (like this one!) functions as a social indicator to Google that the website contains relevant and useful information. Clicking the +1 indicates that the content on a website is quality.
Back to us. Because the new “Search + Your World” is being rolled out over the next few weeks, some of us may have the feature already affecting our search, and some of us may not have seen it yet. Pay attention to your Google search over the coming months; there have been some important changes.
First: This new search option is an Opt Out feature, meaning once it has been added to your account; it will affect your search until you opt out of it. You can opt out permanently by going to search settings, or you can opt out on a per-search basis by moving the toggle to the right of the Google search bar from the silhouette to the globe. It’s important to remember that your every-day Googler is not very likely to make this change.
Second: Along with this new algorithm Google has opened up space for free advertising. Yep. Free Advertising. In the past, there has been a banner to the right of one’s search results with paid advertising. Now, that banner is home to “People and Pages on Google+”. Much to the chagrin of Facebook, Twitter and other social media outlets, Google is using their right-hand column to actively promote Google+ profiles. Think of how much advertising revenue Google is sacrificing with this move!
It would be foolish for any business not to take advantage of this change in Google’s search results page. An active presence/profile on Google+ can dramatically increase your company’s online visibility, both within search results, and in the new “People and Pages” column on the right side of the page. And it has been argued that any business’s search ranking decreases without a Google+ profile.
The Next Move:
An optimized Google+ page for Talener (and for key employees within the company) can be used to create meaningful relationships online with both candidates and clients. The Google+ page can also be used to develop and display relevant content for Talener’s varied audiences. Talener’s Google+ page can be used to discuss issues within the recruiting industry, gives advice and information [to both candidates and clients], and promote our standing in both Google Search results, and in the “people and Pages” section.
How to Create a Good Google+ Business Profile:
-Add a picture/logo
-Good keyword placement in your Introduction and Subtitle Areas
-Quality of Content > Quantity of Content (LinkedIn differs from other social media outlets like Twitter and Facebook, because information is deliberately distributed, not just momentarily shared, like a post or a tweet)
-Leverage Personal Google+ profiles (+1 Talener’s page!) This is different from sharing on LinkedIn because it does not behave as spam, but rather the combined recommendation (of Talener) by people (us) within candidates/clients social networks
-Be thoughtful of the kind of content you post for each of your circles (candidate and client)
-Be intentional about Talener’s +1s, comments and shares.
Different Circles, Different Content
One of the advantages of Google+ profiles are that you control what you share with whom. For a staffing agency, this tool can be utilized to control the content shared with both Candidates and Clients. For example, some content that could be shared with candidates would be articles on the most desired skills, which industries are hiring, or interview tips. Some content that could be shared with hiring managers/clients would be an article on how 2012 is going to be the Year of the Candidate, how to find the best candidates, and how to get them to take your job (we could also share recommendations from clients through google+).
In Conclusion, by using Google+’s ability to cater content to our varied audiences, Talener can become a “thought leader” in our field, and generate content that is worth sharing and +1-ing. This should help improve our search ranking, and consequently drive quality traffic back to our Google profile and website. Finally, if we are able to improve the quality and quantity of internet traffic to our corporate website, we should be able to do more business (especially as Google works to increase their search engine market share).