Vizergy Digital IQ: Google +1

Big Picture

To date, Facebook has been the leading player in the social sharing arena. But powerhouse Google is once again attempting to enter the social sharing space, after a rocky start with Google Buzz in 2010. Google has officially released Google +1 as a way of keeping up with the Facebook “like” button. While both the “like” button and “Google +1” are ways to tell your social network, “hey, check this out”, Google +1 takes it a step further, combining organic search and the social graph, giving each consumer a little power over what content is served up via Google search results.

The Details

You must be signed into your Google Account to see +1s and also have a Google profile to give +1s. From there internet users will have the option to +1: an organic search result, pages of websites that have implemented the +1 button, or ads. Pages “+1’d” will then be privileged in relevant searches performed by their Google Account contacts. This privileged result is what Google is considering a ‘human vote of confidence”, helping friends, contacts, and others on the web find content their social network has recommended. This is just one of many signals Google may use to determine a page’s relevance and ranking.

Why It Matters

Users are in control of their content and overall online experience more than ever. For years, and particularly since the explosion of sites like YouTube, user-generated content has redefined how we understand and rate media consumption. Now more than ever, social sharing is pushing the envelope on content democratization even further: users are not only the new content producers (user-generated content), but they now influence how web content is ranked and discovered.

What this means for your property

Focus on meaningful content and site experiences that users will want to share

We’ve all heard “content is king” but social sharing features, particularly +1 because it influences page ranking, place new emphasis on the importance of solid, meaningful content. A hotel website is no longer just about ranking and bookings; it’s about content! And using that content to create a site that engages users and sets the stage for a property experience that guests will want to share with their friends. Content written solely for search engines will presumably fail in this new environment, and publishers will be required to dig deeper to create content and site experiences worthy not only of a read, but of a share.

Social sharing will continue to have an impact on search engine listings and traffic

Hotel search engine listings, organic and paid, will increasingly be influenced by likes and +1’s. You will have to think strategically about how your property can hold position in Google rankings. In addition, Google says that +1 may lead not just to more traffic for websites that use it, but may deliver more qualified traffic: visitors who have already seen social validation from their friends and contacts before they land on your site.

Encourage social sharing on your website

Make it easy for users to share their website experience with their social network, using new tools like +1, as well as established social sharing platforms like Facebook and Twitter. Work to develop a highly-personalized, content-rich website. Place like and sharing buttons throughout your site, including room types, packages, videos, and your booking engine.

If you have any questions about Google +1 or any other internet marketing needs, please contact your Account Manager or sales@vizergy.com. 

About VIZERGY

VIZERGY is an award-winning website development and Internet marketing company specializing in providing innovative digital solutions for the hospitality industry. VIZERGY offers complete web presence management, including website design, mobile design, Internet marketing, search marketing, email marketing, reservation services and social media strategies that help hoteliers turn their website into their most-effective distribution channel. Helping drive online revenue since 1998, the company has propelled thousands of branded and independent hotels, resorts and property management groups to success.

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