Google has added the latest posts from select Google+ profiles and Pages to its SERPs. The feature, first covered by Search Engine Land, shows the the most recent content a business using Google+ for social media marketing shared on the platform, which speaks to the need for frequent updates in content marketing campaigns.
Any search for a person or business that has a Google+ presence will show the links to content they shared below the links to their official website and Google+ Pages. The content and links are also shared on the right sidebar feature, People and Pages.
Much like other social additions to Google SERPs, the feature appears to be aimed at driving traffic to Google+, but it also rewards businesses that frequently share content on the platform by giving them more real estate for brand queries.
Brafton found that the feature is not fully rolled out at the moment, as it often the case with its adjustments to search and other services. Although Google hasn’t said when it will be fully available, the company told SEL it hopes this will make it easier for searchers to “find and interact with” the people and brands that know about the topics they’re searching for. This should inspire marketers to place a stronger emphasis on using Google+ as part of a social media marketing campaign.
Brafton recently reported that Google search results drive more than 48 percent of all website traffic. As such, the presence of links to social content on Google could help drive traffic to business’ Google+ Pages.