Google integrates Wimbledon’s Google+ page into SERPs. Brands to follow?

Google has continued to enhance its search pages with additional content, most recently enhancing it’s first page for Wimbledon related searches. Currently, searching “Wimbledon” pulls up a vast screen of maps, scores, match details, reviews and other information.

Wimbledon Search Results on Google

For some time now, Google has been embedding clever tricks into its search pages, such as local cinema listings, world news, sport scores, recipes and more, but what’s most interesting about Wimbledon related searches this time round is that in the bottom right, Google has integrated content from the Wimbledon official Google+ page.

With Google placing such a significant effort on increasing their stake in the social web, could this be the first step in embedding Google+ page results when users search for brands?

As I wrote last week, with Google already closing the doors on Google Pages, migrating all location results to Google+ Local, the search giant is already forcing brands to exist on the social network. But the embedding of data into the right hand side of the page, rather than the search results, might just be the tipping point for brands to choose to invest a great deal more time and energy in developing their pages and driving their audience to engage with the brand on Google+.

Not another Buzz

Google+ should not be mistaken as another Google Buzz, a social networking, microblogging and messaging tool left to die by Google at the end of last year. Google has invested huge ammounts of time, energy and money into ensuring the success of Google+, including directly linking the annual bonuses of over 25% of Google employees to the success or failure of their social products.

Whilst questions continue to arise around the user engagement levels on Google+, it remains true that Google are not letting up on trying to capture the social web for themselves.

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