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What About Google+?
No Doubt About it. It’s Mobile Part 4
(Almost all of these stats come from 2015)
What is Google+? It is a “Social Destination” where Google leverages all of the other Google services into one place making it simple to find the tools you need to use. If you don’t have the tool, then you can proceed to the Google store and shop for what you do need.
Once in a while critics tend to write off Google+, but there is good reason why it is still here.
- Although it tends to be Male skewed as, but also more likely to be highly educated. A techie. More likely to be around 25-40
- Over 60% of users will be COLLEGE educated
- Apparently 2nd largest social network in terms of overall interaction because of the way Google+ aligns users to their interests. In other words, “passion follows passion”
- Will only grow as it is directly integrated to the creation of the Google account, of which is by far the most advanced one due to Gmail, Google Maps, the Android Platform, Chrome, Google Drive and YouTube
- The use and implementation of Google+ is unique. While Facebook tries to equate the behaviour of a user based on prior clicks, Google+ has a near laser like accuracy when it comes to organizing users with their preferred “Google Communities” (DIY, science, politics, religion, etc.). How? By simply following the subject matters of the communities the user chooses, and then combined with geographic relativity.
- Simply by being part of Google+, a user’s presence in Google Search increases much more efficiently than having a Facebook Page. In fact, a “+1” in Google+ instantly increases the ranking score of a given website.
- Google Circles allows a quick indexing of friends, associates and the like along interests and such making mass communication to be very simple
- Better control of content sharing. Content from a phone, tablet or related account or camera will instantly be backed up and sent to an assigned Google backup area, and can then later be selected to be shared as the user desires
- Google+ posts are VISIBLE in Google Organic Searches. As such, say your client writes a post about a sale with his/her store, any organic search will possibly show that event
- Google Hangout – totally unique, the ability to LIVE broadcast video that is automatically backed up on the profile AND YouTube. Up to 9 people can join the broadcast while others can observe. This provides a unique opportunity for clients to directly interact with the public (for example, an event with a celebrity, a tech lesson, a conversation about cars, etc.)
- 13% Of business uses Google+
- 38% is the Google+ reach of the digital community
- 20% Unique mobile monthly users
- Average time spent 7 minutes
- Ideal length of a headline for maximum engagement is less than 60 characters
“First, let’s highlight one of the biggest reasons why critics say Google+ is "irrelevant” - posting activity.”
“When it first came out, the expectation among many experts was that Google+ would be a 'Facebook' killer" said John Bertino, CEO of The Agency Guy, Inc a new school client to agency match-making service. "It's remarkable to compare that against the current day sentiments we hear from most of our search and social partners. The consensus would have you believe that Google+ is a total ghost town".
90% of Google+ profiles never posted to the network
Historical usage and account data seem to back this up. According to a Stone Temple Consulting study, 90% of users with a Google+ profile have never posted to the network. The study also revealed:
- 0.3% of the study’s 516,246 tested Google+ profiles posted 50 or more public posts
- 1.5% of the tested profiles posted 10 or more posts
- 2.5% of the tested profiles posted 5 or more posts
- 824 profiles out of the 516,246 that were tested returned 404 errors, implying that those profiles have been closed down
There is, of course, more to look at than the number of posts generated by Google+ users. Other Google+ stats, according to Statistic Brain, are as follows:
- Google+ users spend an average of 3:46 per visit
- 22% of online adults visit Google+ at least once a month
- 30% of smartphone users utilize the Google+ app at least once a month
- The average sales order for a visitor referred from Google+ is $40
Here are a few demographic stats of interest, again from Statistic Brain:
- 28% of Google+ users are age 15-34
- 26.3% of Google+ users are female
- 73.7% of Google+ users are male
- 40% of marketers use Google+
- 70% of brands have a presence on Google+
While the Stone Temple Consulting study certainly reveals a lack of user-generated content and sharing, other Google+ factors make the platform very relevant for businesses.
Again according to John Bertino: “Although nobody would suggest putting all your marketing eggs in the Google+ basket (or any single basket,) Google+ certainly has value. As part of a bigger marketing strategy, the platform offers some unique advantages.”
Here are a few important facts that form a business case for using Google+.
Although Google+ Isn’t The Behemoth That Facebook Is, It’s Still Big
Remember, even though most Google+ users are inactive, 212 million profiles are alive and active.
Yes, That’s a small percentage of total profiles, but it’s nothing to scoff at.
Google+ Lets You Build Free Communities Around Your Products
Google+ Communities are valuable gathering places for people to share their passions for a particular hobby, interest, organization, product or service.
Although this feature has some similarities to Facebook Pages, the content in Google+ Communities is seen by everyone in the community – even without promoting the content.
In this “pay-to-play” social landscape, building a community and creating authority without paying a dime is reason enough to maintain a presence on Google+.
Collections Lets Your Followers See The Content They’re Interested In The Most
Google+ Collections allows you to gather similarly themed sets (or “collections”) of content in one place. Your Google+ followers can then select the Collections they’d like to see from your business.
If your business is a clothing store, you might have Collections for shoes, shirts, pants, fashion tips, helpful hacks (like fast stain removal or how to perfectly tie a tie), etc.
Again, while Facebook makes businesses pay to promote content in order for audiences to see it, Google+ lets your audience freely choose what they’ll see from you.
Google+ Might Influence Your Search Rankings
Way back in 2013, an article in Moz suggested that +1s on Google+ posts receive favorable SEO treatment. The article received a lot of attention, and it even prompted Google’s Matt Cutts to respond.
To this day, there’s significant debate within marketing circles regarding the question of whether or not +1s strongly influence SERP rankings. Because of the other advantages Google+ can offer businesses, it can be argued that it’s best to add Google’s +1 button on your website, even though the results are debatable.
With the community-building advantages Google+ offers, as well as the control it allows audiences to have over the content they see, Google+ can be a valuable component of your marketing plan. Don’t underestimate its potential benefits. Because your competitors are probably not utilizing the features Google+ has to offer, your use of it might just give your business a competitive edge.
On the next post we will look at SnapChat
Thank you for stopping by!
No Doubt About it. It’s Mobile Part 2