In January 2013, the Global Web Index announced that Google+ had overtaken Twitter to become the second largest social network. Six months prior, many marketers may have had their reservations about setting up a Google+ page, but the network has gained traction – and with good reason.

Given the rise of social search, marketers and large brands are now aware that Google has pushed the integration of many of its services such as YouTube, Google Maps, Android and others with Google+, making the social network integral to social media and search marketing campaigns.

Google+ boasts a sizeable 359m monthly active users and brand interaction has increased by 45.5% between Q2 2012 and Q1 2013.

When logged into a Google account, searching for a brand terms allows a connected Google+ page to appear on the right-hand side of the search listings (see the search results for Expedia as an example). The page appears regardless of whether you follow the page or not, and sits prominently in the right-hand sidebar. Since this placement (based around searches for brand terms) is free, easy to set up and quick to implement (brands need only add a small piece of code that connects their Google+ page to make the connection) it is highly advantageous and gives a quick data capture and community build element from natural search listings.

What this means is that Google+ has become a very serious player in a short period of time. Google have been careful to link the social network to search listings, ensuring that there is a clear reason for brands to integrate the service into their existing online marketing strategy for SEO.

Larger brands have already taken advantage of the social network by working directly with Google. For example, Topshop's well-documented usage of hangouts to stream live fashion week, and Burberry recently introducing its Kisses campaign. The uptake is not limited to the luxury industry however, with Cadbury having adopted hangouts early with a series of live events. Other noteworthy mentions include Coca-Cola and Intel, both boasting an established, content-rich presence on the social network.

Google+ is not like Facebook. In order to understand and define its purpose in your online marketing strategy it is important to embrace its uniqueness and individuality – no matter how similar the two may operate and look.

Gaining traction and interest is Google+'s Hangout, which has featured heavily on the network and is set to be integral to Android devices and Google Glass. A neat feature embedded within Hangouts is the ability to watch shared YouTube videos across the group. This allows users to share videos among industry experts. Hangout's also opening the door for more advanced uses including the "draw" tool to facilitate competitions. Real-time giveaways and competitions integrated into Google+'s Hangout functionality are becoming a reality thanks to the emerging live stream market and high volume of early adopters making use of the service.

The social network should already be viewed as a customer relationship network (CRM) channel – just as Twitter and Facebook may be to you now. When this does happen, you'll need to understand the nuances the platform offers, and how to use them to your advantage.

Google+ has fast become an integral component to online marketing campaigns, with larger brands already exemplifying the creative possibilities attributed to the social network. Currently the simplest reason to use Google+ is discoverability, given that your page can appear in the natural listings on Google. Yet the social network has evolved from a purely SEO beneficial channel to one where its growing user base, feature-rich environment (Hangouts, Communities) and interconnectivity with other Google services have re-aligned its importance within digital marketing.

Chris Mead is a social media account executive at Tug

Get more articles like this sent direct to your inbox by signing up for free membership to the Guardian Media Network – this content is brought to you by Guardian Professional.