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Google+ in the Wake of Authorship Demise


It’s the end of Google Authorship as we know it … or knew it. On Aug. 28, Google’s John Mueller posted, “Unfortunately, we’ve observed that this information isn’t as useful to our users as we’d hoped, and can even distract from those results.

Tiffany Whisner

Tiffany Whisner

With this in mind, we’ve made the difficult decision to stop showing authorship in search results.”

As Forbes contributor John Rampton noted in his article, there were two main reasons for the death of authorship. One was low adoption rates by webmaster and authors. The other was authorship provided low value for searchers. Could Google+ be next on the chopping block?


Don’t downplay your Google+ profile

True, Google+ has nowhere near the ubiquity of Facebook or Twitter in terms of social media popularity. That could lead companies to dismiss Google+ because it isn’t where their customers are.

And that could be a huge mistake.

In February 2014, the New York Times reported 300 million people use Google+ and its affiliated apps each month. In her article, Business News Daily Assistant Editor Nicole Fallon said an active, complete Google+ business profile can really boost your search rankings.

With the right Google+ approach, you might even see better results than paid advertisements, said Phil Penton, president of Social Integration.


Boost your business presence

“It’s not about getting people to go to Google+,” Penton said. “Google uses those posts in other Google properties. If you do everything correctly, that Google+ post will show up in search. There are people searching for your business or industry, and [those posts] will come up, which is borderline free advertising for your business.”

Here are some tips to make the most of your organization’s Google+ presence:

  • Complete your profile. Your profile should be as complete as possible to draw relevance to your profile and the services your business offers.
  • Encourage customer reviews. Ask for reviews whenever possible, as it will benefit your SEO in the long run. If you get negative reviews, make sure to respond to them.
  • Use Circles and Hangouts. These features can help your company appeal to a targeted audience and establish brand authority. Content you post is included in the Google search results when any member of your Circle searches keywords relevant to your content. And many companies use Hangouts, a video chat service, for announcements, webinars and more.
  • Set up connected Google+ pages. Businesses establish credibility by linking their Google+ profiles with Google products like Maps and Google+ Local. “Any time you get a review or update photos, they will show up on Google Maps. The [profiles] that have the most up-to-date information do well,” Penton said.


We still live in a Google world

Even with the demise of Google Authorship, Google+ is still a goldmine for SEO. “The data Google is mining from conversations on the network gives them unprecedented knowledge of your value and the market that is likely to be interested in your goods and services,” said Janet Fouts in her Business 2 Community article.

Google+ may be more relevant than ever for brand and content marketers. It’s part of the Google algorithm. And the SEO value your content will get by being posted to Google+ shows it is more than just a social profile.

“Google+ is Google’s product,” said Ronn Torossian, CEO and founder of 5WPR. “Since we’re all marketers living in Google’s world, we should make a strong effort in delivering content to the platform.”

Have questions about Google+ and how to make it work for your business? Contact Coles Marketing today!


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