Marketing Scoop 2.2 [SEO] What Does Google Killing Google+ Mean to You as a Marketer?

TL;DR

Google+ shutdown impacts marketers; focus shifts to other platforms.

Transcript

oh hello there and welcome to the recording of a brand new episode of search marketing scoop this is going to be episode 2 of season 2 but we'll get going with a proper introduction fairly soon in the next three or four minutes or so I just want to give people an opportunity to join us hopefully we will get a few live viewers and start to join us a... Read More

Key Insights

• Google+ was primarily adopted by marketers and failed to attract a broader audience, leading to its shutdown.
• The integration of Google+ with Gmail was beneficial for older demographics, but it wasn't enough to sustain the platform.
• Google+ initially showed promise with features like circles and authorship, but it couldn't compete with Facebook.
• The shutdown of Google+ raises questions about data security, especially with the breach affecting 500,000 accounts.
• Google is likely to focus on other social platforms like Twitter for data collection and social signals post-Google+.
• Marketers need to focus on schema and knowledge graphs to optimize for voice search and improve SEO efforts.
• The Google+ breach highlights the importance of controlling the narrative when releasing bad news.
• Marketers should explore other platforms for social signals and user engagement to positively impact SEO.

Questions & Answers

Q: Did Google+ really deserve to die?

Yes, Google+ deserved to die as it failed to attract a significant user base beyond marketers. Despite its initial promise with features like circles and authorship, it couldn't compete with Facebook and didn't provide a compelling enough user experience to retain users. The platform's shutdown was inevitable given its limited adoption and engagement.

Q: What impact will closing Google+ have on marketers?

The closure of Google+ will push marketers to focus on other social platforms for data collection and engagement. Marketers will need to adapt by leveraging platforms like Twitter, Facebook, and Instagram to gather social signals and enhance their SEO strategies. The shutdown also emphasizes the importance of data security and controlling the narrative when dealing with breaches.

Q: What social sources will Google be using instead now?

Post-Google+, Google is likely to focus on Twitter for social signals and data collection. The integration of Twitter cards in search results suggests that Google values verified accounts and popular tweets. This shift indicates that marketers should pay attention to their Twitter presence and engagement to influence search rankings.

Q: Do Google need to be using social sources?

While Google doesn't necessarily need social sources, they provide valuable data for understanding user behavior and preferences. Social signals can influence search rankings and help Google deliver more relevant results. However, the manipulation of social signals is a concern, and Google must balance the use of social data with its reliability and authenticity.

Q: What should marketers be doing with social media now to positively impact their SEO efforts?

Marketers should focus on building authentic engagement on platforms like Twitter, Facebook, and Instagram. They need to create high-quality content that resonates with their audience and encourages interaction. Additionally, leveraging schema and knowledge graphs will help optimize for voice search and improve SEO. Marketers should also monitor social signals and adapt strategies accordingly.

Q: What went wrong with Google+?

Google+ failed due to its inability to attract a broad user base beyond marketers. The platform's design and features, like circles and authorship, were initially promising but didn't provide enough value to retain users. Additionally, Google+ couldn't compete with Facebook's established presence and user engagement, leading to its eventual decline and shutdown.

Q: Why did Google+ start off promising but then decline?

Google+ started off promising with features like circles, authorship, and integration with Gmail, which appealed to certain demographics. However, it struggled to maintain user engagement and couldn't compete with Facebook's established social network. The lack of a compelling user experience and limited adoption beyond marketers contributed to its decline.

Q: Is there a space for a new social network to emerge post-Google+?

There may be an opportunity for a new social network to emerge, especially one that addresses the privacy concerns and user experience issues that plagued Google+. A platform that offers unique features, better data security, and a focus on user engagement could attract users disenchanted with existing networks like Facebook and Twitter.

Summary & Key Takeaways

• Google+ was primarily used by marketers and failed to gain widespread adoption, leading to its shutdown. The platform's integration with Gmail was appealing to older users, but it couldn't compete with Facebook's user base. The shutdown raises concerns about data security, especially with a breach affecting 500,000 accounts.

• With Google+ gone, marketers need to focus on other platforms like Twitter for social signals and data collection. Google is likely to use verified accounts and popular tweets for its Twitter cards. Marketers should also focus on schema and knowledge graphs to optimize for voice search and improve SEO.

• The Google+ breach highlights the importance of controlling the narrative when releasing bad news. Marketers should explore other platforms for social signals and user engagement to positively impact SEO. The discussion also touched upon the potential for a new social network to fill the void left by Google+.