The proliferation of mobile technology has put a lot of businesses in a bind. The debate over whether to invest in mobile search or desktop initiatives wages across all industries, and in many ways, there’s no clear right or wrong answer just yet. Brands must identify where their audiences spend most of their time, and marketers need to direct resources toward prospects based on web behaviors.
For organizations that need mobile content, Google+ marketing may be the hidden solution. The search-engine owned social media network recently introduced a new mobile feature that puts custom content in front of members. More, the surfaced media is dictated by website owners, putting even more power in marketers’ hands.
Google announced a new feature that blends Google+ activities (+1s and shares) with search Authorship. The formula determines the best branded content to show to Google+ members based on the sites they visit while logged into Google+ on their mobile devices. Readers who are logged into their Google accounts will see highly personalized media recommendations for media +1’d or shared by people in their network Circles.
The Google+ Platform blog uses Forbes as an example, saying that visitors will now discover Forbes articles based on Search Authorship signals. While it’s much clearer how +1’d content will impact what Google+ users see in their News Feeds, the idea of Authorship also affecting content visibility is an exciting development. Perhaps Google+ members with Forbes’ writers in their Circles will see more individual web content from those authors, instead of unrelated articles from the overall website.
Brafton recently published an online presentation highlighting the value of Authorship for content writing professionals and SEOs. Websites can position author images next to their articles in SERPs, which capture clicks and lead to conversions. With Google+ incorporating more Authorship qualities, brands can get their mobile content in front of new and existing customers easily, and bridge the gap between desktop and on-the-go user behavior.