With Google+, Google’s fledgling social network, one thing is clear: The search giant is determined to make it a success, incorporating Google+ into many of its other products and services that impact brands.

With Google+, Google’s fledgling social network, one thing is clear: The search giant is determined to make it a success, incorporating Google+ into many of its other products and services that impact brands. Whether this is a tactic to force Google+ adoption or a way to improve its other products is debatable, but ultimately, Google+ is becoming a part of several core Google services, and agencies must take note.

Google AdWords

When starting a campaign in AdWords, advertisers now have Google+ integration as an option. If you opt in to associating your ads with your Google+ page, any +1 click attributed to the ad will also count towards your Google+ brand page. As Google pushes Google+ to play more of a role in search, this could be a beneficial feature on both an SEM and SEO level. In the past, paid search and organic search were neatly separated; now, the line is blurring.

Google Organic Search

Google+ pages are slowly being included in organic search results in a special sidebar. Below is a screenshot of a Search Engine Results Page (SERP) I received after searching for “music.”

This is valuable space dedicated solely to Google+ pages – having your page show up in these results could be a huge driver of traffic. Moreover, note the link at the bottom, which tells you how to get your page to appear there. It takes you here:

Again, just as Google is enticing AdWords advertisers to use Google+, they’re doing so with brands here, banking that the extra visibility in search results will encourage adoption and usage. If it sticks, it could be a huge change to how we approach search.

Google Latitude

I know what you’re thinking: What the hell is Google Latitude? (That was the question I most received after inviting friends to join the service.) For those who don’t know – of which I suspect there are many – Latitude is Google’s Foursquare-esque app: go somewhere, check in. Recently, it was linked exclusively to Google+. This popped up on my Google+ profile, after a check-in at a local restaurant: For Android users, a recent update to Google Latitude has added leaderboards, awarding users points for check-ins, with promised Google+ integration in the near future. What implications might this new game element on Latitude have on search, or the Google+ pages of places users are checking into?

Integration doesn’t end here, of course. We’ve seen Google+ functionality pop-up in Gmail, Google Maps and more. The lesson: while most of the industry has watched Google+ from a distance, excited by the high early adoption numbers but dismayed by the lack of usage, it may turn out to be an essential marketing tool. As Google continues to integrate Google+ across its product line – especially organic and paid search – it would be unwise to ignore the social network.