The Birth of Social Search: Google Brings a +1 to the Dance

Apr 21, 2011 by Dave Buesing

Sharing is caring. We’ve heard this expression since kindergarten, and though some of us may still struggle (Sour Patch Kids don’t grow on trees, man), sharing has always been the norm online.

Yes, the rise of Facebook and the increasingly social web have changed the way we share information (sometimes way too much information), but people have always actively sought to share interesting or funny links with their friends. It’s happened through e-mail, blogs, and Twitter. But before now, never as a direct component Google search. That will change with Google +1.

Fine, you can have an orange one.

What is Google +1?

Google has been experimenting with different forms of social search for some time, but it looks like they’re ready to settle on a trademark: the Google +1. In short, +1 is a clickable button that will appear right next to search results. Like this, in fact:

When you click the +1 icon, the previously translucent box will fill in like the box above. You have now +1’d a result. Exciting, I know. The idea behind +1 is to find results based on the interests of your friends and connections (in your Google network). A world full of +1’s could theoretically target your Google searches even more – assuming of course you have similar interests or value the opinions of your Google contacts. That said, there are still a lot of questions about how the +1 will work.

“The web’s a big place; sometimes it helps to have a tour guide.” ~ Google

The Effect of +1 in Search

At first glance, this whole +1 thing probably looks a lot like Facebook’s “like” feature. Like buttons have invaded the web pretty successfully of late, the way I imagine Napoleon might have if he were a smurf (both small and blue). These “likes” are then reflected on individual user’s Facebook profiles. From a business perspective, brands can gather “likes” the way they would customer recommendations or endorsements. In addition to leveraging these social fans, a company can then state they have X amount of “likes” as a point of pride. Might Google +1 look to serve the same purpose?

He’s not going to take over the internet. Just know he could.

Based on the information Google is currently providing, it seems unlikely we’ll see company’s bragging about their number of +1’s any time soon. The idea behind +1 seems almost solely focused on sharing amongst connections. Nonetheless, just because there is no overt business application, don’t think there aren’t ways +1 will impact search marketing.

Google +1’s effect on Search Results

So here’s the real question: Will +1’ing a result improve that result’s Google rank? For example, could your business have all employees +1 the company website in an effort to push past a competitor?

Right now, the answer would appear to be no. This is probably for the best because sheer force of numbers seems like a bad way to determine the most relevant results in search. After all, it’s already hard enough for a small business to overtake a reigning corporation in search. This would make it nearly impossible.

Having said that, there has been some indication by Google that +1 may someday factor into your site’s ranking. Remember, the theory here is that people share links they like and find valuable. If lots and lots of people are suggesting they really like a site, enough to want to share it with everybody they know, it would seem logical to factor this into that site’s worth.

Add to that the fact that the +1 only affects your Google contacts – and not the whole wide world – and +1 becomes an even more logical measure of what a user may be after in search. As I’m sure Google is aware, though, there will need to be sufficient effort made to make sure the +1 can’t be gamed so easily.

Fatal Flaws of the Google +1

My biggest gripe with +1 is that the +1’ing of a site takes place before you click the link. For example, when you enter a search query such as “SEO cost,” you’ll see a standard page of results with translucent +1 boxes next to each result.

How on earth are you supposed to decide you’d like to +1 a result before you even click it?

I don’t even know why, but it’s love at first sight! +1 all around!

In order to +1 a result, you’d have to click the result and then make a conscious effort to go back to that SERP to +1 it. This seems like a lot of effort. Unless you really liked what that result led to, you’re probably not going to go back to +1.

What’s more likely is that a user would dislike a result and then return to the SERP. The +1 option then is useless. Most people will only return to the search page if they did not like what they saw. Wouldn’t a -1 option make a lot more sense here?

This seems to be the flawed reality of the +1. Most people will only +1 a result they already know they value. Or one that they already have a business affiliation with. In all likelihood, a few adjustments need to be made.

Update: Google has announced intentions to allow +1 buttons on websites. The inclusion of a +1 button on a site page makes almost all of my above reasoning irrelevant. This is why Google rules the world and I’m just living in it.

The Future of Social Search

Even so, it is increasingly clear that Google is dedicated to social search. The search engine is already making a concerted effort to factor social media into search results. The more active your business is on Twitter and Facebook, and the more people you have sharing your links on such sites, the better your search marketing results are going to look. It’s becoming that simple.

No one can say for sure exactly how the +1 will play into all of this, but you should know that it is coming. You can visit this site to experiment with Google +1.  Or, if you have questions or comments, shoot me an e-mail .