Google Plus Strategy For Business: Objectives Of Creating And Posting On Your Google Plus Page

Objectives when planning and launching a G+ page

1. Before you start it is important to choose the “theme” of your G+ page carefully so it matches the message you want to deliver on your website. As with all online business promotion – its VERY important to keep consistency over all platforms, and when planning out content on any website.

2. Rather than posting randomly and/or talking about your stuff, you can use your posts to demonstrate the benefits and reasoning behind your products and services and how they meet the prospects needs. Notice I said demonstrate – not tell or sell. Rather than talking about the features and benefits of your “stuff” – like most people do, there are much more powerful ways to SHOW visitors through examples, and relevancy (which Google loves) your superiority over the competition.

If you do this right it will be trust and authority building rather than hypy. There are many ways to do this in a powerful yet completely non salesy way that positions YOU as the best source of the stuff they want.

Its also an opportunity to create desire and tie in that desire with your stuff – and build long term trust with your prospects.

Do what you say and what you promise. This means any time you offer something or direct a person from one page to another, make sure the person can easily find what you are directing them to – and that it meets their expectation or better.

So if you add a call to action and say “sign up here” on your social media pages – don’t say “subscribe here” on the landing page you are sending them to. Common sense says their eyes will be looking for the same thing on the page they land on.

So – Rule of thumb – don’t make your visitors work to try and find what you promised – make it visible and familiar.

The whole idea of your G+ page should be about building familiarity, trust and desire while overcoming obstacles to a purchase.

How Google Plus is different to other Social Media for Search Engines & Traffic

Googleplus is a “Social Media Platform” that is fully indexable by search engines.

This means your Googleplus posts and (and Pinterest pins for that matter) can rank for keywords in their own right and even better then this, enable you to teach Google to serving up more of your content in their search engine results.

Using Google plus also helps Google establish relevancy between your content and other content (associate websites) you interact with. This helps Google determine your websites relevance which is important for it’s Semantic search algorithms.

What is Semantic Search?

Definition from Wikipedia (as referred to byGoogle):

Semantic search seeks to improve search accuracy by understanding searcher intent and the contextual meaning of terms as they appear in the searchable dataspace, whether on the Web or within a closed system, to generate more relevant results.

The definition from Techopedia:

Semantic search is a data searching technique in a which a search query aims to not only find keywords, but to determine the intent and contextual meaning of the words a person is using for search.

There are two important considerations when planing content on Google plus and other media.

Google looks for intent, as expressed by the user, and explicitly how they what they are looking for. Context could be understood as everything relevant that surrounds a search and gives it meaning.

By understanding and connecting user intention and context, search engines are able to decipher different queries, what motivation and intent the user has and what their expectations are from their search.

How Google plus benefits your traffic and search result positioning:

Lets say a visitor arrives at your G+ page through a Google search, a link to your G+ page, by searching G+ images, then circles or follows your page/profile or joins your community.

Lets then imagine day or so later, that same visitor does a Google search while logged in to their Google account (so they are using private search).

If you have done your homework and formatted your posts in a specific way, and the search is related to one or more of your Googleplus posts…

Google will try to serve up any relevant posts within their private Google search results from your Google plus posts to the searcher based on their interests matching your posts.

For example: I searched for “new zealand hiking tours”, and because I follow Active Adventures on Googleplus, Google wants to serve up results based on my interests .. in this case posts from Active Adventures Google plus pages.

Obviously if I am Active Adventures, and want to help Google by giving Google lots of awesome related posts to choose from, I want to have as many related posts on my G+ page as possible so they can match my content with a users search.

This is why it’s VERY important to plan out a strategy for ensuring all of your top targeted keywords are included in your G+ page. You want to help Google as much as you can to serve up your G+ content to your followers – (and also increase relevance so non followers can see results in non private searches too).

You can plan out your content to showcase your most important content, but also surround that content with other relevant content from similar authority websites – which all tell Google what your site is about, who is interested in your content, and what they want to see. The more interaction people have with both your Google plus content and the content it links to, the more signals you give to Google to work with.

Posting to Google plus for business

Google Plus Set Up Basics for Search Engine Optimization

There are two important starting points to remember when implementing your Googleplus strategy:

  • To use keyword and intent based combinations of phrases in your Titles and…
  • To use very specific and correct formatting of your posts content – using a sufficient number of words that are highly relevant to the page your post points to if linking to a page. If not linking to page, and creating an image post, make that the description is a decent length to make it more searchable in Google plus and also generic search engines.

There are four steps you need to walk through when implementing any Googleplus strategy:

  1. Keyword and target page research and layout
  2. Acquiring RELEVANT Followers
  3. Participating in communities and commenting on posts (building relationships)
  4. Posting sequence and formatting for Google search and making it easy for your audience to find your posts/page

Follow templates and checklists to ensure that your G+ posts:

  • Are extremely targeted to the right audience (use keywords from your main website page titles)
  • Are engaging and encourage curiosity (talk about the reader and what they want, then tie features and benefits of your products and services into your post copy)
  • Contain the right blend and number of #hashtags (4 to 5 maximum per post)
  • Contain the right number of keywords (300 words minimum is better)
  • Link to the page I want to teach Google has high relevance to my audience (to improve my overall website authority and relevance)
  • Motivate readers to take a desired action or learn more by inserting copy that builds interest and trust (ask them to do something other than buying, e.g. read more about [insert what they are interested in in the form of a feature or benefit]
  • Positions you an authority in our niche to both Google and visitors
  • Helps Google serve up our content as often as possible
  • Leads visitors to a landing page that delivers what you promise in your content which is the first step in your sales funnel (yes your offsite content IS part of your sales funnel.Using templates dramatically reduces the time needed to post awesome posts both Google and your audience will love.

Benefits of Google Plus for business

What do you think Google plus can do for your business?

  • Get traffic
  • Build authority and relevance to Google (semantic search)
  • Both
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Posting to Google plus: Keyword and Target Page Recon

There are some steps you need to walk through when implementing any Googleplus strategy

  1. Keyword and target page research and layout
  2. Acquiring RELEVANT Followers
  3. Participating in communities and commenting on posts (building relationships)
  4. Posting sequence and formatting for Google search and making it easy for your audience to find your posts/page
  5. Use specific keyword phrases in your Titles and…
  6. Use specific and correct formatting of your posts content – using text that is copy rich but sounds natural and non salesy (and yes this can be done using an easy to follow template).

Software We Use For Posting To Google Plus

Use easy to follow templates and checklists to ensure that your G+ posts are optimized correctly for maximum search exposure and relevance.

These ensure consistency across posts so they are...

  • Extremely targeted to the right audience
  • Are engaging and encourage curiosity
  • Contain the right blend and number of #hashtags
  • Contain the right number of keywords
  • Link to the page I want to teach Google has high relevance to my audience (to improve my overall website authority and relevance)
  • Motivate readers to take a desired action or learn more by inserting copy that builds interest and trust
  • Positions us an authority in our niche to both Google and visitors
  • Help Google serve up our content as often as possible

Using templates dramatically reduces the time needed to post awesome posts both Google and your audience will love.

Include “hooks” to relate your content to your audiences interests and desires. Relate their needs and wants to what you have to offer, deliver value to prospects and lead them to a desired action as part of your sales funnel. And yes your offsite content IS part of your sales funnel!

  1. Open a spreadsheet and add all of the websites pages you want to post to Google plus.
  2. Next is record down next to your page URL, the Title and Description pertaining to that page in the spreadsheet. Use descriptive wording and include three points in your post that directly relate to something your prospects want to know. I do cover this in more detail in our members are videos where I teach how to write compelling copy that gets your audience super engaged.
  3. In the next column, add hashtags you want to use. Use up to 5 hashtags, and include some that relate to the main generic topic, and some that interlink, meaning that they are placed on many related posts you have written. Make sure your hashtags are highly relevant to what the post is about. This reinforces your credibility and also means any hashtags that get clicked will bring up posts that are only of interest to readers, and won’t turn them off.
  4. Plan out your posts. One in 4 to 5 posts should be about a product or service you promote, the rest should be interesting, helpful or informative to readers. Give them something of value in each post, or a post that teaches them something even if its small.

The job of non product and service promotion posts, is to educate the reader so when you do promote posts about “your stuff”, you don’t have to try and throw all the features in benefits into a commercial looking post.

A crude example is if you were selling shoe polish, rather than posting lots of random photos of shoes and fashion pictures with no or little text content, and then posting a “post ad” for Acme shoe polish with all of the fancy ingredients thrown in one post, its much better to…[fill in the rest]

Write 5 posts leading up to the “sales post” that talked about the benefits of linseed oil for shoe leather, how to choose the right color polish for your shoes, about the foundation of shoe polish and some funny stats about how many shoes the average puppy eats before becoming a grown up dog. Entertain them your audience while TEACHING them that you are the expert, and that there is a long and thought out process – or history behind your product or service.

So think about this as you construct your descriptions, and use our who, what, why, where, when, how, question worksheets to help you come up with some engaging ideas for posts.

TIP: If you use scheduling software like Sendible, you can upload this spreadsheet with all of your posts and it will post them for you.

You can schedule Google plus posts using Doshare, a chrome plugin or via software like Edgar (my personal favourite) or Sendible. I do use Sendible myself, but I believe posting manually when possible is always best. If have a team running your G+ account, then Sendible is a great way to streamline and monitor your G+ activities.

When you are posting to G+ here are the golden rules

  • Use appropriate hashtags.
  • Descriptions to be a specific amount of words long except for gallery pics. You can use page content as base for descriptions, but change them so they are uniques and follow our content guidelines
  • Post to public and extended circles 3 to 5 times a day and once a week to a big community.
  • Share once a week a post from one community to another. Pick posts with lots of engagement with over 25 plus ones.
  • Comment on one to two posts per day on other profiles and communities.
  • Join communities and follow pages relevant to your page.


Adding Relevant Google Plus Followers With Circleoscope

Circleoscope is a fantastic tool for finding highly relevant people and businesses to connect with on Google plus.Keeping your lists clean and relevant will mean your posts get good engagement and give good relevance signals to Google which is key to the whole point of using Google plus in your online marketing strategy.

  • Circle 50 to 100 people a day – engagers of popular posts, engagers of profiles posts. You’ll get the feel of who are good people to circle and the most relevant. Rule of thumb stick with engagers of posts highly related to your content.
  • There are many Circleoscope videos that show you how to use the software.
  • Clean list of circled not following back every couple of days as you cannot add any more than 5000 circles at a time.
  • The secret with circleoscope is to circle engagers of posts profiles and communities that seem most relevant to your posts.
  • Also look for interest pages that would be of interest to your audience e.g. people who like shoes also often like clothes.
  • Post to public, and extended circles or to a big community – you can’t choose both.

You can do this manually, but it takes a whole lot of time and dedication. I prefer to use Circleoscope myself.

Google Plus Posting Strategy Conclusion and Resources

Resources:

Doshare - Free G+ scheduling chrome plugin

Steadydemand.com - professional service to do all of the above for you at a very reasonable price. We have seen great results for clients who use this company, they know how to leverage the most from your website content and Google plus page.

Circleoscope - software for finding and managing followers. Also a Chrome plugin.

Summary

So there you have it – fundamentals for optimizing your Google plus page content. Let us know what you think in the comments below or feel free to ask questions in the conversionvault.com knowledgebase.

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