Overnight Google announced that it would be integrating personal information from Google+ into its search results, a move that will significantly impact the way search results are ranked.

This time it’s personal

Currently a Google search for ‘Melbourne’ brings up the official tourist page, followed by maps, hotel ads, the wikipedia entry and so on.

Moving forward the same search, under Google’s new Search+ initiative, will be populated with information friends on Google+ have posted about Melbourne, whether it’s photos, blog posts, news or links. Relevant Google+ profiles, personalities and brand pages will also appear in results.

This means each search result will be personalised and completely unique.

From SEO to SMO

The impact of Search+ for brands is huge. Giving Google+ recommendations preference over SEO will be a game-changer as brands will have to develop new tactics to attract Google+ users to their page, and engaging content which can be shared by users to appear in google searches. This will mean increased emphasis on SMO (Social Media Optimisation). 

It is however, good news for businesses focusing on social marketing.

Google’s grand plan

Since its launch last year, Google+ has so far failed to establish a signficant foothold in the social media landscape (despite rapid user growth in recent months), especially against the juggernaut that is Facebook.

With Search+ Google has revealed that Google+ is positioned as much more than a social networking site. The information on Google+ will appear in search results, and therefore impact on exposure for businesses which are commonly mentioned on Google+.