46 THE DISTRIBUTOR’S LINK Joe Dysart Joe Dysart is an Internet speaker and business consultant based in Thousand Oaks, California. A journalist for 20 years, his articles have appeared in more than 40 publications, including The New York Times and The Financial Times of London. During the past decade, his work has focused exclusively on ecommerce. Voice: (631) 256-6602; web: www.joedysart.com; email: joe@joedysart.com. SURE THING: WHY EVERY FASTENER DISTRIBUTOR NEEDS TO GRAB A PAGE ON GOOGLE + While Google+’s 90 million members is still relatively small for a social network, many fastener distributors have wasted no time scrambling to set up their own pages there. Search engine optimization experts say the land grab is a smart move, since fastener distributors with a presence on Google+ are expected to move up higher on Google search engine returns. Web security experts are also urging companies to set up shop on Google+ to ensure that their company names are not snapped up by a competitor or some other ne’r do well – much in the same way squatters appropriated the brand names of global corporations during the dawn of the Web. And Internet marketing analysts say some of the new social network’s more innovative features – like “Hangouts,” which enables a group of people on Google+ to video chat simultaneously – make Google+ too promising to ignore. The social network, which was launched this past summer, is Google’s answer to Facebook -- which now has 800+ million members, and represents an ominous threat to Google’s advertising revenue base. There are marked differences between the two animals. But both share a core mission: to provide a virtual meeting place where millions of people can socialize using chat, posts, photo and video exchange, and other Web communications tools. Fastener distributors, of course, continue to be rabidly interested in how activity on social networks can be parlayed into increased sales and brand recognition. Google+ is rivaling Facebook’s ‘Like’ button with its own +1 recommendation button. Google’s CEO Larry Page is betting big with Google+ -- Google’s answer to Facebook. Plus, they’re also fixated on ways they can extract the most mileage from word-of-mouth product and service recommendations that are popping up across social media in the millions. On Facebook, for example, legions of members have been signaling their endorsement of a product or service by clicking a ‘Like’ button – a nod that became immediately coveted by businesses the moment it surfaced there. On Google+, members offer the same kudos by clicking a +1 recommendation button. Ali Husayni, founder of Master Google (www.mastergoogle.com), a search engine marketing firm, says that Google’s +1 recommendation button makes forging a business page on Google+ “absolutely essential.” Besides seeing marginally improved search engine rankings short term, Husayni indicates fastener distributors that establish a presence on Google+ may very well see significant sales gains as Google+ grows beyond it’s critical mass, and more and more people begin using the +1 recommendation button to swap recommendations for goods and services on the network. In fact, Husayni says Google’s increasing reliance on word-ofmouth recommendations when ranking search engine returns could dramatically alter the way company Web pages get found during the next few years. Instead of seeding company Web pages with carefully selected keywords and key-phrases to attract traffic, SEO experts may most likely need to find ways to ensure their clients have as many recommendations from Facebook, Google+, Twitter and other social networks as possible, he indicates. please turn to page 198
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