Engaging with G+ can seem like a chore to most SMBs who have trouble attracting their local clients to their Plus page. Its main advantage is that Google has integrated it with search, where folks are in fact looking. Google seems to have recently upped the ante in local providing one more reason for the SMb to post on Plus.
Radina Dasheva pointed out on Linda’s forum that local brand searches will show recent G+ posts in the right side Knowledge Panel (I am not sure if this is new but I hadn’t noticed it before).
Several interesting things about this. On a 1440 x 900 pixel screen the recent post content pushes competitor listings below the fold, making them less visible to searchers. It additionally provides the SMB with more real estate in the panel.
And as noted in Radina’s example, if the post contains a link it will show on the panel as well, giving the SMB one more chance to get a searcher over to their site and away from the rabbit hole that Google has become.
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One More Reason for an SMB to Engage with Google Plus by Mike Blumenthal