Last year, the social media were affected considerably by the launch of Google+. Both Facebook and Twitter reacted to the presence of a new rival, while website optimization consultancies began to look at ways of exploiting the newcomer for commercial purposes. At first there was speculation as to the chances of Google+ making significant progress and then there was awareness that the project had significant backing from Google.

At Searchengineoptimization.co.uk we were swift to recognise the fact that Google+ was likely to do better than its predecessor Google Buzz. At the same time, we were conscious of the fact that Facebook has a massive lead in the sector. The gradual roll out of Google+ confirmed that it should not be ignored. The ‘Search plus Your World’ move by Google has demanded a reassessment of Google+ prospects going forward.

The initial reaction to ‘Search plus Your World’ has not been as positive as its architects might have hoped. Neither competitors nor pundits were enthusiastic about social results appearing so prominently in the search engine results pages. There may even be regulatory intervention. An early survey, conducted by AYTM Market Research, found that many consumers were unhappy with ‘Search plus Your World’ too.

Indeed, consumers are often wary of change. They often express dissatisfaction when products familiar to them undergo a makeover. Sometimes, they gradually become accustomed to a new reality going forward. It is also the case that Google will not leave Google+ alone, even if things go better. Campaigns will have to be responsive, whatever the future holds.

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