The recent rollout of the ability to merge a G+ Business page and a G+ Local page was a significant sign post on Google’s way to integrating local into social. To Google’s credit the product and process were simple and elegant. The design was more than a notch above previous efforts in local and it just worked when you went through the process. That being said it only satisfied a very narrow use case of business listing types.
Was the rollout a signal that your business or clients should make the merge now or was its limited function a tell that you should wait?
Obviously as Google moves towards social local search it is clear that there will be moment when, for most local businesses, it will make sense to commit to fully Google Plus in one way or another.
It is important though to understand this latest move in the context of Google’s longer term plan for integrating listings into the Plus environment and know some of the pitfalls before deciding whether to go ahead with the re-verification process now or to wait.
Local and Plus both have a lot of moving parts. Google’s tactic of “develop early and iterate often” means that we will be living with a more half baked product than usual as these parts are ripped out and rebuilt. The pieces to the pie are becoming visible very slowly and a great deal of functionality is still missing.
We know that a new dashboard with increased functionality is likely on its way and hopefully better social management tools as well. In the meantime, since we are only seeing a corner of the whole picture, it is conceivable to me that a wrong step now might require a business to back up and execute a complete redo down the road if you commit too early.
What the upgrade is and isn’t: Continue reading Google+ Business Pages: To Merge Or Not to Merge, That is the Question