For marketers, content is king… Google+ is no exception.

Before delving into the Google+ as it relates to SEO, it is important to clear up certain misconceptions regarding Google+. When launched in 2011, Google+ was widely misinterpreted as simply an attempt to compete with existing social networks (and the ad revenue associated). However, what went largely unnoticed was the fact that the social aspect of Google+ was merely an offshoot of the big picture. In the grand scheme of things, Google+ created a massive data collection system wherein they could gather troves of online information from users (who were signed into their own accounts).

 In regards to inbound marketing (which essentially orbits around the idea of driving traffic to a specific website, be it through search engines, social networks, etc.), Google+ provided marketers with a central platform on which to more carefully mold/improve their own digital visibility, primarily through SEO.

One of the most elementary tools provided by Google+ is the +1 button, which can/should be embedded into any pertinent posting or piece of content published by the organization on their website/blog/etc. This simple tool allows visitors to share this content on their own Google+ pages, and is a simple way for any B2B marketer to increase the digital reach of a brand, while simultaneously improving search engine visibility.

While the +1 button is a powerful tool in its own right, perhaps the most fundamental requirement for any business looking to incorporate the power of Google+ into their digital marketing armory is the creation and verification of a Google+ business page. This page is the very groundwork on which any B2B marketer will lay the content to drive his/her inbound marketing strategy. The postings on this page should exhibit a consistent feel and theme, and not be used to shove products/services in the faces of potential customers. Rather, the content should be engaging and help to provide relief to customer pain points, all while maintaining a consistent brand presence. Depending on the marketing strategy, this content could consist of anything from blog postings to videos and photographs. The idea behind this content-centric strategy is that from an inbound marketing perspective, at its core, Google+ is about improving SEO and driving customers to your website… The only way to rise through all of the muck and gain this digital visibility is to use Google+ as it is designed… by drawing content views, +1’s, shares, likes, etc. How does a B2B marketer drive such action? The key is the creation of relevant and stimulating content.