**by Jordan Kasteler**
Building up an authoritative status on social media profiles is a
very important element that users spend hours doing daily. Usually
it's with some of the most popular social communities like Digg,
Flickr, YouTube, Facebook, etc. How many social media enthusiasts and
search marketers actually stop to consider their Google profiles
though?
<http://www.flickr.com/photos/23148333@N06/4266476539/>
When I discuss Google profiles I'm not talking about optimizing a
current Google Profile <http://www.google.com/profiles>
page. I'm talking about increasing your trust and authority by
delivering value and contributions.
Google is increasingly creating and testing new channels of social
media throughout all of their offerings. Some of the most notable and
recent ones have been:
What's Popular
<http://www.google.com/ig/directory?hl=en&url=www.google.com/ig/modules/pop/pop.xml>
Social Search
<http://www.google.com/support/websearch/bin/answer.py?hl=en&answer=165228>
OpenSocial <http://code.google.com/apis/opensocial/>
SideWiki <http://www.google.com/sidewiki/intl/en/index.html>
Experimental Search
<http://www.google.com/experimental/a840e102.html>
Google Wave <https://wave.google.com>
Friend Connect <http://www.google.com/friendconnect/>
Orkut <http://www.google.com/support/orkut/bin/topic.py?topic=13997>
Real-time search
<http://googleblog.blogspot.com/2009/12/relevance-meets-real-time-web.html>
And many other sharing features being incorporated into things like
Google Reader <http://www.google.com/reader/view/>
and more.
As Google continues to keep expanding and exploring the social media
realm the importance of starting to build up powerful and
authoritative profile(s) with Google is even more important than ever.
Establishing trust in your profile now ensures being able to take
maximum advantage of present and future social developments by Google.
*Why is this important?*
Google tends to have so much going on that it has very little follow
through in marketing and finishing products. However, this won't
always be the case. Let's say they were to make the What's Popular
gadget into a social voting site that competed with Digg.com. If they
promoted it heavily people would be clamoring to build up authority
and trust to their profiles to promote content there. This same theory
applies to all their social products and services including reviews.
Reviews are one of the most powerful things you can do with your
profile. Google's OneBox maps provide a handy way for anyone to do so.
Endorsing or condemning of another company's products or services can
make or break someone else's decision to purchase or use them. The
social element of local SEO is a very important one in the algorithm.
Other people's thoughts, opinions, and experiences with businesses and
websites are going to be considered more and more in the future for
rankings in organic search, mobile applications, local map search and
more.
Aside from the algorithmic aspect, the more authoritative users are
going to be trusted more by other users making careful consumer
decisions. I wouldn't be surprised to see Google Product Search
<http://www.google.com/products>
adding significant social aspects in the future like so many other
social shopping sites
<http://searchengineland.com/why-you-should-get-involved-with-social-shopping-e-commerce-20-22995>
do.
We don't know what Google's next move is going to be. And when it may
seem that their next move is significant, it could fall flat on it's
face. What we do know is that Google is ambitious, innovative and has
plenty of money and resources to do whatever they please. The time for
marketers to start preparing themselves to reap early rewards is now.
Opinions expressed in the article are those of the author, and not
necessarily Search Engine Land.
Jordan Kasteler
<http://searchengineland.com/author/jordan-kasteler/>
(a.k.a. Utah SEO Pro) is a fore-runner in embracing social media. He
is a co-founder of the SEO and social media marketing company
<http://www.searchandsocial.com/>
, Search & Social.
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