Today, Google rolled out their new +1 feature. The +1 is similar to a Facebook “Like”, but for search. There’s a lot of chatter about Google attempting to compete with Facebook by making search results social, and how much of an influence this will have on search results and user behavior. Here at SwellPath, there are a lot of different views on how this new feature is going to play out and why it may be good or bad for users, advertisers, and websites. Found below are contrary viewpoints on the topic, one on why the +1 is going to make a big splash in the search world and influence users, SEO, and online behavior, and another on why the +1 is going to fizzle out before it really has a chance to get going.
How The +1 Button Is Going to Be Big For Search
by Mike Arnesen
Search Analyst & Strategist at SwellPath and all around web development geek
The +1 button is going to change search, user interaction with results, SEO, and paid search advertising, here’s why:
+1 and SEO
Of course, Google isn’t socializing search just to connect people; they’re doing it to collect more information and deliver better results. So, is the +1 feature relevant to SEO? You bet it is. Just like when Google and Bing announced they were using social signals from Twitter and Facebook as a ranking factor, today’s announcement further inflated social’s value.
Still, when it comes to using +1 to succeed in SEO, how can you optimize user behavior? When it comes down to is, increasing your site’s +1s is entirely in the hands of users. For now, the way to increase +1s requires the same things as traditional SEO: onsite optimization, backlink authority, and (to a lesser extent) management of social signals. All of these factors will help you work your way up the SERPs and that’s what is going to be important in building +1s. Why’s that? A user is much more likely to +1 a result in the top five compared to a result on page three. It follows the same theory as SERP click through rates.
It will be interesting to see how the +1 experiment plays out, but my guess is that it will be extremely beneficial to build +1s to your site. Will Google start using +1s in its algorithm outside of logged in searches in the future? We’ll have to wait and see.
+1 for Webmasters
Similar to Facebook’s “Like” button, Google is planning on rolling out a +1 button for webmasters to include on their pages. This simplifies the whole process of leaving a +1 and puts more control in the hands of webmasters. Once this feature is rolled out, a user who decides they like your website won’t have to navigate away from your site, find you in the SERPs and then +1 you. They can do it all on page.
Like vs. +1
For SEO, the +1 is going to be much more valuable than a Facebook “like”. The Facebook “like” button will send signals to Facebook (to display in profiles and streams) which then has a chance to promote social sharing that Google and other engines can pick up on. With the +1, you’re sending a signal through a direct link to Google. There’s nothing Google has to interpret or rate; the user is telling them explicitly that the page they +1 is a good result.
Why The +1 Button Will Not Have an Impact
by Chris Sullivan
PPC & Media Specialist at SwellPath and general search nerd
In theory, the +1 button does have the potential to transform search, and create more meaningful results for users, however, it will not get enough traction in order to have a significant impact. Here’s why:
Traction With Users
It seems to me that Google is trying to imitate the success and ubiquity of Facebook’s Like, but for search results (which is to some extent already being done through a partnership with Facebook and Bing). There are a few different issues with this. The reason that users Like content on Facebook is because it was posted by people that they already know, that they care about, and that they have chosen to see. The appeal of Liking content across the web is that their built in, pre-existing group of friends will then be able to see this content.
Google lacks this backbone. Because of the massive failure of Google Buzz, people do not have that previously created network of people that they would be +1’ing (is that really what this is going to be called?) a search result or ad to. Without an existing network, the entire appeal of recommending content goes away. For people who do have established networks through Google Accounts there may be an incentive, but I would bet that these networks include many business contacts. I don’t know about you, but I don’t want my professional connections to be privy to my search activities and interests.
Searching Has A Purpose
This ties in with the lack of established network I outlined above, but at this point search is an activity that has a purpose. Users search because they want something. They enter the query, click on the result they want, and put Google out of their mind. Whereas on a network like Facebook, users are meant to spend long periods of time, passively clicking through pages, reading updates and comments, and viewing photos and videos.
It is possible that the +1 button will change this behavior by making users want to check and see which pages their connections have +1’ed (again, really?) and that Google could become more of a destination rather than a means by which users find content, but I don’t see that happening any time soon.
Lack of Integration
Mike outlined how webmasters will eventually be able to add the +1 to their site, so users will be able to +1 content after they click off of Google. Until this feature is released and widespread, I don’t see anyone using +1. At this point Google is expecting users to search, click through, explore the site, and then either run the same query again and +1 the result, or use the back button to return to the SERP. Users simply are not going to do this. If someone were to not go through this process, and to click the +1 before actually clicking through on the search result, this would ruin the entire purpose of the +1. The site that they +1’d may actually be of very poor quality, which is a complete counter to the positive impact this feature could have on search result quality.
Even after the on site integration for the +1, this will continue to be an issue for paid ads. How is a user supposed to know if the ad is +1 worthy before they click through?
How to Get Started With Google +1
Love it or hate it, Google +1 for social search is something to watch in the coming months. Whether or not it catches on and becomes a larger factor in both logged in and logged out search queries and ad serving remains to be seen. Initial reactions aside, we recommend taking Google +1 for a test drive. Let us know what you think.
As of today, Google’s +1 is only available for users through Google.com. The international rollout should follow soon. To opt in, you’ll need to log in to (or create) a Google profile and visit Google Experimental. Find the “+1 button” experiment click “Join this experiment”.

Once you’re opted in, try surfing around the SERPs and test it out. Start by pulling up the websites you love and giving them a +1. It’s also interesting to see who in your circle is already using the feature or if you are totally ahead of the game.