After opening Google+ to the public in June, search giant google has now opened its network to businesses and brands. Google+ Pages is a free new feature that allows organisations to engage with customers and establish a presence on the social network.

Pages takes a leaf from Facebook

Businesses on Google+ Pages can interact with customers by starting conversations, asking for feedback and inviting them to chat via the service’s videoconferencing option, Hangouts. Customers will be able to ‘+1’ (the Google+ equivalent of Facebook’s ‘like’) to share information about brands with friends and connections.

Google+ Pages integrates with Google Search

Google is integrating Google+ Pages into its search results with a service called Direct Connect. For example, users searching for a Holden add a ‘+’ before their query to be taken to the manufacturer’s Google+ Page.

Google+ still finding its feet

Since Google+’s public launch earlier this year, the network has seen a 1269% increase in Australian traffic (according to Experian Hitwise).

While its membership figures currently don’t come close to Facebook, Google+ Pages' ability to share interact with customers and its integration with search results makes it an attractive option for brands looking to increase exposure with little outlay.