But although the fledgling network’s only users are tech geeks and Google fan boys, that haven’t stopped SEO experts from rolling out article after article about how important “social shares” on Google’s new social network are.
No one wants to participate in another social network
I don’t know about you, but right now, it’s as much as I can handle just to stay on top of my Face book and Twitter accounts. With conventional social media wisdom suggesting that I need to regularly post content, engage with my followers and connect with industry thought leaders in order to be effective on these sites, I’m going to need to see a pretty significant benefit to duplicating these efforts across yet another social network before I’m willing to put my time and energy Google+.
Sure, some people say it’s a better organized Face book but I don’t need another Face book. I already have a Face book account that I’ve spend years growing and developing. My content is there and my audience is there and from the looks of things, these followers aren’t in any big hurry to move to yet another social network either. A quick Google search for the phrase “social network burnout” clearly demonstrates that I’m not the only one feeling overwhelmed by the number of sites you’re supposed to participate on.
No one wants personalized results
Despite how insistent Google is on shoving social/search integrations down our throats, personalized SERPs aren’t any more useful than traditional SERPs in fact, sometimes they’re much less useful.
I come to Google because I trust their algorithms to provide better results than the other search engines on the market today. And I trust that they’re carefully parsing through thousands of potential results in order to determine which specific piece of information will best suit my needs.
The replacement of traditional SERP results with personalized recommendations also turns into a pretty major issue when you recognize that the audience found on Google+ is almost exclusively male. While that isn’t an issue for an emerging social network, it becomes a big deal when you try to shoehorn user perspectives into shaping the world’s largest search engine’s results.
No one wants constant Google integrations
But while these two issues are mere frustrations that complicate the Google experience, the final nail in the Google+ coffin is the increasing encroachment of Google services where they have no business being.
With the launch of Google+, it seems that the web’s largest search engine has forgotten both its primary service offering and its mission. As an example, consider the case study put forward by Chris Crum on Web Pro News, showcasing how Google’s latest Search plus Your World update prioritizes Google properties at the expense of results quality.
So if these extensive integrations don’t serve the user, what’s the point in rolling out frustrating update after frustrating update? I believe the bottom line is this. With the digital world moving away from traditional search and towards highly-specific apps for managing different facets of life, Google needs access to your personal data and it needs it now.
The Internet is the world’s greatest collection of knowledge, but increasingly, that wisdom lives in walled off apps. It lives in services and platforms. Places where we build up relationships, express preferences, and reveal so much about ourselves. We’re on Foursquare and Netflix and Face book and Twitter and Skype. We’re interacting in real time, and in ways that don’t lend themselves well to indexing. Google can’t know exactly what’s going on in all those places.
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