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Every now and then a report is published that suggests people are slowly coming round to the idea of using Google+, however the reality is that it is still a long, long way behind Facebook in terms of active users and average time spent on the site.
Also, I recently looked at how major retailers use Google+ and it’s clear that they don’t have a very high opinion of the network.
But there’s still a nagging sense that businesses can’t afford to totally ignore G+, as there’s a chance that in the long term it will have an increasing influence on search rankings.
Given this discussion, the use of G+ was explored in the new Econsultancy/NetBooster UK Search Engine Marketing Benchmark Report 2013. It revealed some striking differences between client-side and agency responses over the perceived impact of G+.
Almost two-thirds (63%) of client-side respondents stated that they don’t know if Google+ is having an impact on their search campaigns, compared to just 28% of agency respondents.
This could of course be an accurate reflection of the situation, or it could be that agencies are less willing to admit they’re unsure of G+’s influence over search results.
Obviously this means that a greater proportion of agencies knew what impact Google+ was having on their clients’ campaigns and in the majority of cases this impact was ‘neutral’ (51%).
An additional 20% believed the impact to be ‘positive’, and no agencies thought it was negative.
What impact is Google+ having on your/your clients’ search campaigns?
Google+’s positive impact
Respondents were asked to expand on why they thought Google+ was having a positive or negative impact on search campaigns.
Positive views from companies focused on the greater visibility allowed, and some have seen improved CTRs through use of Google+. Agency responses also focused on visibility and rankings.
A sample of agency responses regarding the positive impact include:
- "Making content more visible in the SERPS through authorship mark-up."
- "Higher rankings for those that utilise Google+ accounts and have social share icons (including Google+) on their blogs."
- "Social extensions drive purchase intent."
- "Greater SERP ownership on brand terms."
- "Increased referral traffic."