Why Google+ is a Drag

In case you missed it, almost two weeks ago Google announced that Google+ will be highly integrated into its own search engine. Long story short, content within Google+ will show up often in regular Google search results – other social networks will not. Giving its own social network priority over others in its mammoth search engine is the master plan to put Google+, which has received mixed reviews since its launch, over the hump to success.

The Good

I was a fan of Google+ as soon as I signed up for many of the same reasons as everyone else. The design is clean and simple. The feed isn’t crowded. The networks are small and highly engaged (in some cases). It was a nice refresh from the crowded social networks with critical mass. Built-in features like hangouts were convenient and finally brought video into the social media equation.

I wanted the platform to survive.

The Bad

After checking back regularly for a few weeks, reality set in for me: the vast majority of my network just wasn’t there or wasn’t using it much. Slowly, it became “just another” social network. I didn’t have time for it – my time was better spent on Twitter, Blogs, and Facebook – at least until the adoption rates increased.

With the platform’s new privileged integration in its search engine, however, I’m starting to consider spending more time on Google+.

And that’s the problem:

I might end up participating in a social network based on SEO. 

Not human interaction. Not relationships. Not networking, leads, or branding. SEO.

SEO doesn’t exactly get me out of bed each morning.

I don’t consider myself to be a social media “purist”, but social networks were created for individuals to be social. SEO benefits came as an organic result of this. Now it’s the opposite? Getting social for SEO purposes alone just doesn’t feel right.

SEO is a key component of any digital strategy, and Google+ clearly has a lot of potential. But I’d rather not be forced into participation on the network in order to maintain a strong position in Google.

Am I wrong? 

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  • http://twitter.com/MorganBarnhart Morgan Barnhart

    I’m totally with you on this. Social platforms are supposed to be just that; used for social purposes. I have been wondering how to differentiate Google+ between Facebook and couldn’t figure out why, but now I think I’ve discovered why I’m dragging on it. I don’t want to participate in something just because it gives me some great SEO benefits. If it doesn’t bring in the engagement and sharing that I’m used to on other social networks, then I really don’t want anything to do with it. SEO should be a benefit, not a deciding factor. 

    Thanks for the post!

  • http://twitter.com/zaidrasid Zaid Rasid

    You are right.

  • http://www.garrettira.com/ Garrett Ira

    Exactly, I especially agree with your last point – yes, SEO should be a benefit of social. NOT the starting point. Thanks Morgan! 

  • Anonymous

    “Getting social for SEO purposes alone just doesn’t feel right.” You nailed it. But unfortunately it looks like this could potentially be a trend that will continue to forge ahead. Look at Klout – the more one interacts and influences others online, the higher your score. We’re entering a new realm where getting social now means incentivizing users w/ perks and rewards – including better SEO.

  • http://www.312digital.com Sean McGinnis

    I had the same concerns at about the same time. I find it deeply ironic that Google may actually be building something that they would abhor if it was built by any other company – that is a social network just to influence SEO. Couple that to the recent algorithm change announcement that informs us sites with too many ads above the fold will be flagged as a quality concern and I’m pretty sure Google should just re-name the company Ironic.com. LOL!

  • http://www.garrettira.com/ Garrett Ira

    I’d say that’s a pretty accurate name. Google being worried about performance for the first time in forever = panic & fast, predatory decision making. It’ll be interesting to see how this all plays out in the next year.

    Great to have you here, Sean! 

  • http://www.garrettira.com/ Garrett Ira

    You’re exactly right – and the incentivizing is especially true for bigger brands. The #1 converter isn’t “relationship” or even great content – it’s deals (or at least that’s what they’re telling us). Thanks Jessica!