Google announces #hashtag search: More rewards for Google+ content

Published on
by Brafton Editorial
Google's new hashtag search adds G+ social posts to SERPs. Here's an overview of the potential impact on PPC, SEO and social marketing.

Google might spoken out against the theory that content shared on Google+ gets better SEO rankings, but it’s launched a new #hashtag search that rewards G+ posts with SERP real estate.

The company announced “a richer #hashtag experience in Google search” via a Google+ post this morning.

As Google explains, when users search for a phrase preceded by the pound sign, related Google+ posts will surface in the right column of the page.

What does #hashtag search mean for PPC ads?

Although there’s no official statement from Google on the impact on sidebar ads, some initial tests make it seem that Google+ posts will appear under ads for potentially commercially focused terms, but take the place of Google+ Page “side results” for informational queries.

For example, a search for “#shoes” (versus “shoes”) still delivers the ads above the Google+ posts using the phrase. On the other hand, a search for “#BreakingBad” puts related Google+ posts top right, while a search for Breaking Bad returns the show’s Google+ Page in the top right.

Check out these comparative searches screen shots for shoes (click to enlarge):

And these searches for Breaking Bad (click to enlarge):

What does the #hashtag search mean for brand Google+ Pages?

Not every brand is popular enough to have its name turned into a common #hashtag, but those brands frequently referenced in posts may find this update relinquishes some of their ownership over branded SERP real estate. Consider Nike: A search for “Nike” returns the brand’s Google+ Page upper right, but a search for #Nike yields user-generated Google+ posts in the right column.

Check out these Nike versus #Nike search screen shots (click to enlarge):

Businesses may want to use their own brand hashtag more frequently, or at lease become more conscious of how they’re being referenced on Google’s social network. The results could make an impression on hashtag searchers.

What are the potential benefits for Google+ content?

Will posting Google+ content with keywords be the secret to extra SERP real estate? Well… Again, (potentially) commercially oriented terms seem less impacted by the #hashtag search update. In addition to “#shoes,” Brafton tested “#loans,” “#ERP,” and (of course) “#ContentMarketing.” All returned PPC ads above Google+ posts. Yet, certain “satellite” terms that may be relevant to some brands yield Google+ posts in the upper right of results (for instance, “#Twitter”).

Bottom line: It will only help marketers to share (relevant, useful) posts on Google+ and use (relevant) #hashtags to increase visibility among Google users. This network should be part of social marketing outreach for companies interested in engaged Google users… via search or social media.

This seems to be yet another attempt on Google’s part to get people to connect on Google+. The network has traditionally struggled to develop engaged users (even as +1 activity reportedly rises). Now it remains to be seen whether people will actually use the hashtag search feature. Brafton has reported that people grow tired of hashtags – sometimes viewing them as overly promotional.

More, even as networks like Facebook and Google+ add hashtags, the pound sign is still most closely associated with Twitter. Case in point: A Google search for hashtag references Twitter in the upper right… 

And a #hashtag search yields a lot of Google+ posts  around Jimmy Fallon and Justin Timberlake’s video mocking the pound sign.

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  • http://warrenwhitlock.com/social-media-expert Warren Whitlock

    The mistake most people make is to confuse Google’s pronouncements about the SERP algorithm with “is it a good idea?”

    There’s no doubt that social sharing, authorship, etc will affect how well you do in search traffic.. but it’s indirect. For instance, having your photo on a SERP means that people who know you are more likely to click.. and that IS a factor in the SERP algorithm. Add the traffic and reputation you get from being on G+ and it has to be an important measure.

    The tests on hashtag searches is interesting, but so far, can’t measure how many people click on a post with the same hashtag and find yours.. again contributing to the health of factors that are included in the SERP.

    More and more, we look at making awesome content, then engaging in conversations around the content (for instance, a discussion in comments on your own site or someone elses builds authority). We can’t just post in an obscure location and hope for the best.. that’s common sense. However, the need for great content that people want to share or talk about is more important than ever.

    • Katherine_E_Griwert

      “The need for great content that people want to share or talk about is more important than ever.” I’d +1 that sentiment, Warren!

      • James

        I +1 that as well but also emphasize the proactively engaging on that great content! Just passively sitting back and waiting for it to happen is likely NOT going to get us there unless we already have a huge brand with tens of thousands of passionate followers. Which, ironically, decreases the importance of great content. Sometimes at that point, just any ol’ content or even a comment from a fellow fan will do just as nicely :)

        So yes, absolutely, we need GREAT content. But we still need to leverage, promote and proactively engage others using that content.

    • James

      Good points Warren, there’s raging debate of direct/indirect & correlation/causation and ranking factors and no more keyword-related data – and often this is all dismissed by marketers who blow the “I just create great content” coronet but fail to focus on proactively engaging in that content.

      So I’m glad you mentioned the importance of engaging!

      • http://warrenwhitlock.com/social-media-expert Warren Whitlock

        Ultimately, business is done between two real human beings. (more, but one writes the check and one takes the check :).

        Get that straight, and the rest falls into line. Content being shared is good for this, way beyond the numbers. The engaged readers are the ones that really count.

        • James

          well-said!

  • http://blog.kissmetrics.com/social-media-by-demographic/ Marcin NiewÄ™gÅ‚owski

    I wonder how many people will post #keywords instead of “keywords” on Google search. As you know popularity is a key. I’m not convicted that ordinary user will use this function.

    • Katherine_E_Griwert

      I agree, Marcin – Google has a lot of work to do in getting people to care about #hashtag searches (and – frankly – Google+) for this to have real impact!

  • Juan R. Gamero

    Great Article

    • Katherine_E_Griwert

      Thanks for reading, Juan!