Google flirts

Recently, Google took its latest step towards extending its considerable influence over the unwashed masses of the Internet, with the launch of the imaginatively monikered ‘Google+’.

Somewhat more controversially, the traditionally unimposing white toolbar at the top of Google search has turned a rather menacing shade of black, upsetting purists the world over, but that’s another story.

Hot on the rather unsuccessful heels of Google’s previous forays into the cosy world of social networks with Google Buzz and Google Wave, the success of Google+ remains to be seen. But it is a further sign of the blurring of lines between the social and search functions of the web.

Evolution of a search giant

Google+ is currently in a ‘limited field trial’, with selected users being invited to test it out by the big G itself (while other net aficionado’s cry and gnash their teeth at the indignity of not being asked to play). But judging by the redesign to the iconic search home page, and bold pronouncements on the official Google blog, we may be witnessing the birth of a new era where search and social networks are one and the same thing, seamlessly integrated by the vast SearchSoc mega-giants. Either that, or another unmitigated failure by everyone’s favourite cuddly corporation.

“You might begin noticing that things look a little different across Google products,” one of Google blog posts begins. “The way people use and experience the web is evolving, and our goal is to give you a more seamless and consistent online experience – one that works no matter which Google product you’re using or what device you’re using it on.”

Google to ‘fix’ social networking

In another post, Google states that: “online sharing is awkward. Even broken. And we aim to fix it.” Bold words indeed, from a company that certainly has the technology, talent and resources to back them up. Perhaps one of the biggest hints that Google+ will be something a little different from the Facebooks of the world is Google’s assertion that “not all relationships are created equal,” and that: “today’s online services turn friendship into fast food – wrapping everyone in ‘friend paper.”

But perhaps the most significant aspect of Google+ for SEO professionals, if it takes off, is the ‘online sharing engine’ Sparks. According to Google, users will be able to add their interests to their profile and then be delivered relevant content straight to their social account, without the need for all that pesky 1990s search stuff.

Gamechanging? Only time will tell.