larry-page-ruud-hein-knowledge-graph

Smart Posts IconI like Google. And I'd like Google to like me.

Although it's all very up in the air-ish [1] we know that the rel=author and related stuff that Google's doing is going to be used at some time. Be it for better personalized search results, really useful targeted advertising, or a boost in ranking for specific queries by specific people or groups of people — we know Google is going somewhere with this.

I want to go there with them.

Google+ Is The New Google And It Won't Go Away

Google would like to know who everybody on the web is. Starting with those who make or do things on the web.

Although Google tried they've never been able to get a solid deal in place to grab steal use other's data. Besides; it's better to own your own stuff.

And for whatever reason they've managed to obliterate any social product they bought or made themselves; Google Shared Stuff, Google Wave, Jaiku, Dodgeball, Google Answers, Google Buzz, Google Lively.

Google+ isn't one of those.

Google+ won't join that list.

Google+ is what the company is betting its entire future on; the other products were trial balloons that had to make it on their own and even then were shot down.

Google+ is the understanding of you as your needs relate to the web, and it's knowing your place on the web; think of Google+ as the social component of the Knowledge Graph for regular people.

But Don't Take My Word For It

"But these are tremendously important changes, and with over 120 Google+ integrations to date (including Google Search, YouTube and Android), we are on the right track [...]

Next-generation search

Understanding identity and relationships can also help us improve search. [...]

Imagine how much better search would be if we added… you [...]

Google+ helps solve this problem for us because it enables Google to understand people and their connections. [...]"
Larry Page, CEO of Google, 2012 Update from the CEO

And the key to being part of it, of getting known by Google, is by being a part of it.

"We have to understand anything you might search for. And people are a big thing you might search for.

And so we think about it somewhat differently. We're going to have people as a first class object in search. [...]

Part of this is you have to interact with it and you have to claim your name and make it work for you. [...] we actually need to understand things and we need to understand things pretty deeply. People are a component of that. "
Larry Page, CEO of Google, Fortune Exclusive: Larry Page on Google

Google+ Isn't About Being Liked

Google doesn't dig the whole LIKE! LIKE! LIKE! button thing. When you step back a moment and look at what you can get from Facebook's graph, it just isn't that useful to a web search engine. Seriously, think about it for a moment; Jane Doe is a trusted neurobiologist on Facebook … Why?

I call
Google+
the social
network for grown-ups
So that doesn't work.

It's not really into the FOLLOW! FOLLOW! FOLLOW! model either. What does it say that a reality star has more followers than the head of Google's web spam team? That Kim's smarter than Matt?

Google is after some sort of other signal. It's after: who is this person in real life? Identity. It's after: how far does content that this person shares go? What type of interactions do people have with the content she makes? Who are the people that comment and how are they linked to each other, publications, and companies? How real are you to yourself (personalization) and how real are you to others (trust = ranking).

That's why Google+ doesn't really work as a dumping ground for links. Want to do a bookmark "I read this and you should too" stream? Post it on Twitter.

It's also why Google+ isn't that hot (but can totally be used!) for puppy pictures. You'll get much more awwwwwwwwwwww on Facebook.

Google+ isn't so much chit-chatting about walking the dog, what you had for supper, or how you're planning a cruise with Barb, your girlfriend from work.

It's not really about being a human news feed either, delivering "read this" links.

Or about 140 character water cooler breaks. "Sup? Congrats on the speaking gig! Can't believe they didn't double-check {palm-face}"

Google+ Is About Time And Attention

The sweet spot on Google+, I think, is interesting, thought provoking, discussion (comment) inviting content. It's a place with a steady flow and ample time and (white) space to comment, discuss, interact.

Google+ is the #longreads of social networks. The backchannel of the content web.

Me, I call Google+ the social network for grown-ups.

Of course anything else will work too, especially if you're a "rockstar" or "guru". But if it will benefit you?

So find the things you marvel at, post the things you love. Make it worth your while first; make it work for you, as Larry says. Misuse it as a pure marketing tool and you'll just end up in the "what a tool!" spoke of the social Knowledge Graph.

Conclusion

  • Google+ is the only social network Google owns, trusts, and listens to
  • Google+ use and Google+'s observation of you will have consequences as to what you see in search, and what search sees in you
  • Google+ has a perfect pace, inviting ease, interaction, and fun. Try to really participate and see what happens.
  • To become part of the social component of the Google Knowledge Graph you have to give it time and attention.

Question: If you weren't in marketing or SEO — what would make you consider using Google+ ?

Photo of Larry Page by Herkko Hietanen

Ruud Hein

My paid passion at Search Engine People sees me applying my passions and knowledge to a wide array of problems, ones I usually experience as challenges. People who know me know I love coffee.

Ruud Hein

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14 Responses to “Larry Page On How To Become Part Of The Google+ Knowledge Graph”

  1. Cody says:

    Google+ is something I really need to experiment with more. I am hesitant with social networks as I am very private by nature but there's no doubt that in the future a lot of SEO will be based around who the author is and what their presence/trust is in the online community. Probably best to get on it now and be ahead of the curve.

  2. [...] Ruud Hein posts “Larry Page On How To Become Part Of The Google+ Knowledge Graph” at Search Engine People. [...]

  3. Matt Mikulla says:

    If I wasn't in marketing I would be on Google+ anyway because or the exploding photography community there. The interaction there is unmatched.

  4. Susan Silver says:

    Honestly, Google+ is the only social network where I have room to breathe. It isn't fast. Updates are more stable and easier to find. Circles allow me to get fresh content on what interests me.

    It encourages me to write my thoughts and rewards me for writing something meaningful. The fact that is tied to search is a really big incentive to use and understand Google+. I don't feel that pressure like I do with Twitter to rise to the top of the influence ladder.

    Look at ripples and you will see that the top people like Guy Kawasaki get there from little people that share with 5 or 6 people they have a tight bond with. So he can broadcast all he wants, but it is his followers that are doing most of the work. That is an awesome insight to have into how people are sharing and spreading what they read.

  5. Tanik says:

    Google+ is something I really need to experiment with more. I am hesitant with social networks as I am very private by nature but there's no doubt that in the future a lot of SEO will be based around who the author is and what their presence/trust is in the online community. Probably best to get on it now and be ahead of the curve.Ruud Hein posts “Larry Page On How To Become Part Of The Google+ Knowledge Graph” at Search Engine People.

  6. Great post – good insight as to what makes Google plus different. I think authorship and identity are the key factor which makes G+ powerful.

    I think Facebook, Apple and Google have been in a position to become the defacto internet passport, encompassing everything from identity to finance (credit cards etc) and have really dropped the ball. Probably a good thing from any libertarian perspective, but if someone can crack this and use it well and fairly they will have a powerful future.

  7. Mike says:

    Just when you think you are on top of it another network has to be focused on. I agree that the future of SEO will be based on the way that these Networks operate rather than all the old tricks.

  8. This really opened my eyes to what I could be doing, I think sense I am a natural born talker, I can use that on G+. I'm slowly learning how to get around with Google+. Posting pictures and art, Quilts and so forth. I only need to research a little more, and I'll be on my way. Thanks for the article it does have irresistible effect to drive me forward.

    • Ruud Hein says:

      That's nice to hear, Deborah.

      Google+ is a great place to really just hang out and socialize. no marketing, just posting what you really find interesting.

      Enjoy!