Search + (pronounced as “plus”) Your World pushes for more personalization by incorporating Google+ social data and user profiles into the SERPs. It rolled out on January 10, 2012 as an algorithmic and infrastructure update.
Google transformed the search engine into more than a platform that delivers relevant results for your query. With the update, it incorporates what people in your circle are searching for and talking about.
Improving on Social Search, Google introduced these new features:
Google admitted that it emphasized security and privacy for Search + Your World because of its personalization features. They’ve secured users’ queries and all personal content through SSL encryption and has made it the default setting for signed-in users.
Additionally, users are given more power to customize their search with interface elements and control settings. One significant update is the label that informs you whether a result can be viewed by the Public, a Limited audience, or only by you. Profiles in the SERPs can be identified with the Google+ circle they’re in or as suggested connections from people already connected to you.
The Search + Your World feature got criticisms for prioritizing Google+ profiles over Facebook and Twitter, which were already popular at the time. When searching for a particular artist, the search engine would highlight their Google+ data in the displayed results. This posed a problem for prominent people who haven’t created an account in the platform.
Nonetheless, creating Google+ profiles were helpful for brands mainly if they established connections with people on the platform since it boosted their rankings on the SERPs once a user searches for keywords associated with them. This is because the update prioritized posts and pages that are in peoples’ circles.
Google+ was recently discontinued this April 2, 2019, because of low user engagement. Currently, Facebook, Twitter, Instagram, and YouTube are dominating the social media scene. It means that you can engage with your current and future customers on these platforms. While these platforms don’t necessarily boost your rankings on the SERPs directly, it does provide indirect opportunities for your brand’s growth.
Here are three social media strategies you can use for your brand: