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Google plus brand pages in search results

G+ in Google search results

Google has begun to include Google+ brand pages in its primary search results – an incentive for companies to sign up to the social network.

Research specialist BrightEdge has found that posts from Google+ brand pages are now being integrated into search results. Certain brands including AT&T have improved their visibility for branded searches as Google+ posts appear below an initial webpage and sitelinks. The latest development also allows companies to display their news and promotions high in search rankings.

The introduction of Google+ brand pages in search results could suggest that Google is attempting to drive more companies to join its social network. Brad Mattick, vice president of marketing at BrightEdge, said: “The addition of G+ brand pages in this case allows the marketer to wedge in a promotional message.” The ability to position any latest news and promotions high in search results could act as an incentive for companies to join Google+.

An improvement in brand searches?

The inclusion of Google+ brand pages allows companies to dominate the search results page for their brand term. Any results just below the top ranking page could lose their visibility in Google. However for brand searches, giving a company more space above the fold could provide a higher quality results page. Not only will a user see the webpage and site links, but also any recent news from the company courtesy of its Google+ page.

Richard Frost, managing editor at theEword, stated: “While the inclusion of Google+ brand pages in search results will help the visibility of a brand, Google could be including this information to promote itself. Providing brands with an incentive for joining Google+ could mean that more companies sign up to the social network.”

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