Is Google+ Even Worth Your Time?

When Google rolled out invitations to Google+ in 2011, the launch was met with a mixture of excitement for the company to expand into social and speculation about how Google would draw millions of dedicated users away from Facebook and Twitter. Any initial thrill has now given way to the consensus that Google+ has not performed the way that Google intentioned. When I received my requested invite in early 2012, I cheerfully signed up, and then never posted a single thing. Turns out, most of Google+ users are just like me- dormant, husks or zombies compared to the human hive of activity that social media platforms like Instagram, Facebook, and Twitter retain. 

Research conducted this year by Eric Enge of Stone Temple indicated that 90% of those who have created a Google+ profile have never posted publicly. Compared to other social media giants, the level of true activity within Google+ is dismal. Users spend an average of just seven minutes on Google+ per month, compared to over eight hours on Facebook and over four hours on Instagram. Techies and business opinion leaders have decreed that Google+ is "dead," "walking dead," or "in a coma and on life support," while a small contingency of dedicated fans protest. Essentially, Google+ is a zombie that just keeps losing limbs. The case is made worse because the zombie himself keeps insisting that he is alive and feels great, drawing snarky tweets, comments, and articles predicting the platform's imminent doom.

Recently, Google's introduction of their new Photos service apart from Google+ indicates that the data giant is looking to downsize, redirect, or possibly split up the platform. A major problem with Google+ was that it was forced: compulsory membership coupled with uncomfortable integration into other Google products and apps such as YouTube and Gmail. Google is in the process of scaling back aspects of Google+ and reshuffling the teams that were initially assigned to the platform. The level of integration that Google+ has had with other platforms is also decreasing, giving in to vitriolic YouTube commenters and annoyed Gmail users' understandable requests.

Though the platform doesn't offer much in the way of active users, the one thing that Google+ can offer is shiny and powerful enough to buy thousands of businesses' time and effort – and it should have your attention, too. It's a focus revered by marketers and CEOs alike in its ability to pull visitors to your content: SEO. The annoying, integrated parts of Google+ are what make it so great for Search Engine Optimization. Since Google+ is integrated with Google Search, along with YouTube, Maps and Google+ Local, utilizing this platform can boost your SEO and overall online presence. We also can't neglect to mention that it's a fair bet that Google's "spiders" crawl all over Google+ profiles (possibly before other networking sites) to find content that plays into Google Search rankings. Having a Google+ profile will help your business pop up in Google Search, Google Maps, and will especially aid your rankings in localized searches. Creating a "local" business profile can help your company rank in localized searches within a matter of hours. Your Google+ profile means that you have pictures, information, and links to your content that Google utilizes when pulling data for a certain search.

So what?

Unfortunately for Google, less than 10% user activity isn't merely a flesh wound. Until the company decides to hack its failed app, or rework it significantly, businesses should utilize Google+ for SEO purposes, and not much else. Make a profile and update it regularly with legitimate content designed to better the lives of your target markets, but don't expect the vivid activity of Facebook or Twitter. You should, however, expect to strengthen your SEO efforts and overall web presence.