How To Audit Your Social Media Strategy PT 4: Google+

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Performing a social media audit on your Google+ business page is critical for online success since this channel is often overlooked and ignored.

By some counts, Google+ has over 540 million active users, which would make it larger than both LinkedIn and Twitter.

Google isn’t saying, though, so it’s hard to know the channel’s reach.

While its social capabilities and activity may not match that of other channels, yet, it may become a strong contender.

If you haven’t set up a Google+ business page for your company, consider it strongly,
especially if you have local interests.

Optimizing Google+ Business Page

As with any channel, your Google+ business page should have all sections filled in with current and accurate company information.

Make sure you have a profile photo (250×250 pixels) and cover photo (2120×1192 pixels) that accurately reflect your company’s brand.

Adding images and video posts to your page can help you gain higher exposure on Google.

If you have branches or franchises, local SEO may be important for your company.

While a Google + page won’t necessarily help a website rank better, it’s quite important for local SEO.

The Google local pack is served from Google + listings, so it is very possible for a local company to have multiple listings on the SERP with good G+ optimization (PPC, local pack, organic, Trip Advisor, Yelp, etc.).

Each branch or franchisee should have their own Google+ account (with location) to make th is work best.

As with Twitter, employees are increasingly using Google+ for social selling. Develop guidelines, and share them.

The more social engagement a blog, eBook or Landing Page receives, the better the ranking in Google search.

There are plenty of options to post updates, add followers, create circles, and much more on Google+. It’s well worth the time and energy to populate this channel.

Traffic counts, but it’s not the final metric

It’s nice when your numbers continue to trend up, but there’s much more to social success than just numbers.

If you’re using technology that lets you attribute leads to first-touch or multi-touch sources, look at which social sources drive leads, opportunities, and closed sales.

You could find that a social channel that’s lower in followers is doing the best job of driving revenue. If so, that’s the channel you want to spend your time improving.

Also, look at Google Analytics and see what social channels are driving the most traffic to your homepage – this is a good indicator of whether you’re sharing valuable content and engaging with the right audience.

Benchmark the % of traffic being driven quarter of quarter from the respective social channels and use this as a KPI to me assure social effectiveness.

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Julian ConnorsHow To Audit Your Social Media Strategy PT 4: Google+