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Google has changed the world again, or at least expects to, with the release of Search Your World.  What exactly IS Search Your World? Google describes the new feature as improved search results that include photos, posts and more from you and your friends. If someone is signed in to Google+, personal results and profiles of people in your circles will pop up, as well as metadata.

What does this mean for digital tactics? Melissa Parrish of Forrester notes we should expect to see an increase in Google+ usage from both brands and consumers. Which means…it’s time for brands to roll out the Google+ strategy.
 
But wait! Google+ tactics will require a different approach from other social networks. Where Facebook and Twitter strategies often focus on understanding the content consumers like to engage with, these posts will have a greater effect on search results, meaning brands should optimize keywords on their Google+ page just as they do with their website. Reaching consumers through search could get tricky – but we expect brands to step up to the challenge.
 
Will Google’s new social search help brands with large audiences generate more search results? Possibly, but only if fans regularly engage with the brand and content is created on an ongoing basis. I expect Google+ Circles to grow and brands to pay the same attention to Google+ as they have been giving Facebook and Twitter. 
 
Will brands be forced to focus on content creation in order to have noteworthy search results appear?  Yes. Content strategies should become number one on everyone’s to-do lists.  Pepsi has started a few new content trends, like their ‘Pepsi around the world’ fan shots, but not to the same magnitude as their other social channels initiatives, like Pepsi Refresh.
 
Content has to be regular, but most importantly, shareable. Creating a seriously viral video is next to impossible, so crafting content that induces fans to spread it to their friends is crucial. Highlighting timely industry news could become a major incentive for consumers to add brands to their Circles. For example, music brands should highlight the top songs of the week on their page. Can we now expect a 2012 Olympic Games promotion on Google+ from one of its commercial sponsors? With big names like McDonalds and Adidas, I wouldn’t be surprised.
 
Before jumping onto the Google+ bandwagon, make sure there’s a plan to maintain and nourish the community for the long-term. It’s possible that your Google+ fans will be somewhat different from those on Facebook or Twitter. The best approach is to keep the content fresh and relevant to fans, measure your success with Google analytics and insights and keep track of your competitors.  The key thing to remember is that now with Search Your World, you can increase search rankings by engaging with fans and posting relevant, shareable content to your Google+ page.