The following post is from Meghan Veroneau, TIG Global Marketing Coordinator.
Word on the street is that you can be expecting more big changes from Google in the near future. 
Recently, you’ve heard about the privacy changes and we previously mentioned the “Search plus your world” feature. It has come to light that Google has a new ace up its sleeve that will affect local businesses.
Google has tons of information compiled already about businesses through Maps and Places. Think about how Maps is the default map application on both iPhones and Androids and people use maps for more than just directions. The business place that pops up when people search on Maps is already updated and maintained by you.
I’m sure by now you already have your Google Place page claimed and verified that the information on there is correct. Maybe you’ve already created a Google+ Page for your business, maybe not. The one issue you may see here is that through Google, you have to maintain two different pages; your Place page and your Google+ Page. Being that you’re a busy professional, I’m sure you would like to be able to maintain the pages in one spot, or even better yet have them linked to each other.
So what if Google+ and Place pages were to merge? Think about what this means for businesses, as well as Google+ itself. For businesses it gives you the ease of updating all of your information in one place with a much greater refresh rate So, instead of being just a static page that states the basic information about your business, this more robust page would give you the opportunity to take it a step further and interact with users as a result of the interest they show by simply searching your business’ name. You’d be given the opportunity to engage the user, before they even have the chance to visit your location. Google+ may also stand to see greater adoption and get the added benefit of more users joining out of this merger, as the social network would be thrust to the frontline of the users search results.
It all sounds great, but is this scenario even possible? According to AdAge, in late November, the official Google+ Your Business page hosted a real-time Q&A in which a user asked, “I’d like my Google+ business page to be linked seamlessly with my Places page, people who check in on my Place page should be able to find my Business page.” Google’s response? “I think you’ll be thrilled with what we’re planning for Google+ and Places.”
What could this mean? Well, it all sounds like it would be a great idea. There are also some drawbacks to the plan; in my opinion more drawbacks than positives.
You have to think that while it would be great to engage users before they visit your location through your Google+ page, what about all of those users that would have been driven to your website? Your website probably has, and will always have more information than your Google+ page, or any social media page for that matter. By no means should Google+ replace your website. Think about all the people that still search for you in the ‘traditional way,’ most likely the first place they will go is your website. However, through search, users can now type ‘+your business name’ and be linked directly to your Google+ Page; giving you another reason to stay on top of your page.
Also, if your Google+ page is the first thing people are going to see when they search for you on Maps, you are going to have to be on top of updating it. There’s no way you are going to drive business to your website or location if your Google+ page hasn’t been updated in 3 months.
The lesson behind this is: you won’t be able to stop the changes that are most likely coming from Google. However, you will have the chance now to prepare yourself for what is coming. You’ll have time to prep your presence on Google+ and know that when/if this rolls out, Google+ will be more demanding of your time.
What do you think of the potential of Google+ Place pages? Do you think Google is trying to push its own services (ex. Google+) over natural search results in the eyes of the consumer? Sound off in the comments section.
Interested in ramping up your online strategy? Check out the full suite of TIG Global interactive marketing tools, send us an email, or give us a call +1 301.841.4700(US) | +44 (0)20 3004 9468(UK).
