Google announces integration of Google+ social profile information within their search results and the online community goes wild. Some are fans. Many are crying foul. If you missed Google’s announcement for “Google + your world” last week and have no idea what I’m on about, here’s a video that get you up to speed in a minute + 
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Now that you’re primed, let’s address the criticism first.
Twitter’s concern centers on the fact that the new interface “promotes Plus over relevancy” and is based on the fact that if you choose to see the Google + results of your search (and it is a user choice), they will appear higher than everything else – implying that they’re more relevant or recent. While Twitter results are still available – they have been knocked down and will no longer appear at the top of the window.
The next logical question is how does Twitter define relevancy in this scenario? Reviews, opinions and personal recommendations from people I’ve added to my Google + circles seem fairly relevant to me.
Other social networks are criticising Google for putting its social data above the competition, (i.e. Sites like Facebook). However, it must be said that Facebook has actively shut Google out of its network making it hard to call foul when Google couldn’t incorporate that data even if it wanted to.
Would they want to? Well that is another story.
While Google is God-like in its online footprint – it is not a benevolent being – it’s a business. Google has every right to promote its social network data, on its search engine, above the competition, if they choose to – and they have. Now what does it mean?
Google + search has some pretty interesting implications for corporate marketers, which is likely the real reason everyone is in a huff. Nothing makes a company grumpier than losing market share. Google’s made a pretty savvy assumption here and assumed you’d rather see information from people you know and trust and will click on it faster than content from those you don’t. And they want those people to be on Google +. Now when you ask Google for a review, you won’t just get consumer reports, you’ll also get reviews on that topic from everyone in your circles. Given that 90% of us trust recommendations from people we know, this is some pretty weighty stuff. Suddenly a corporate presence on Google+ seems like a much more worthwhile venture. Companies could widen their reach by encouraging customers to join their circles, and in the process emerge at the top of search results along with reviews from the people they’re most likely to trust – their friends.
Join me next Monday when I explore the impact of social search on SEO, executive visibility and thought leadership. Until then enjoy your newly socially searchable Googleverse and follow us on Twitter @fleishmanCA.
