When Google launched Google+ in June of last year, we all knew it was just a matter of time before it would begin to influence search engine result pages (SERPs). Although, with that said, I’m not sure anyone expected it to happen so quickly.

Launched earlier this month, Search, plus Your World represents the most extensive aesthetic change to Google’s SERPs in years. Both Google and Bing have taken a stab at Social Search in the past by harnessing data provided by social networks (Bing has an ongoing partnership with Twitter), but by integrating Google+ results with traditional organic results in the way they have, Google has blurred the lines between search and Social Media to a far greater extent than before.

Image: Searching for “movies” when logged into your Google account produces very different results to those it did a month ago.

This has significant implications for online marketing strategies: it has brought Google+ into the view of consumers and given it far greater prominence on Google than either Facebook or Twitter has ever had; it now owns a significant portion of organic search real estate, and you can bet that user activity (shares, +1s, etc.) will play an ever-increasing role in Google’s algorithm. For these reasons, regardless of their personal views, SEOs and Social Media marketers can no longer afford to turn a blind eye, and the same applies to brands.

If Google+’s growth continues as expected – it hit the 62 million mark in December, and it’s predicted there will be as many as 400 million user profiles by end 2012 – it won’t be long before not having a Google+ page will be as ill-advised as not having a website. All the major brands will be present, and those that opt not to join them will simply be opening the door to their competitors.

Sure, there are some businesses that will find their proposition simply isn’t suited to Social Media, but for most it makes all sorts of sense to get involved. Even more so if you already manage an active community on Facebook or Twitter, given that many of the same practices apply to maintaining a presence on Google+. In fact, many of the brands that have been most successful on Google+ are extremely active on both of the above:

Pepsi

Pepsi has 209,772 followers on Google+; 631,802 followers on Twitter; 7,085,414 likes on Facebook.

H&M

H&M has 292,685 followers on Google+; 730,971 followers on Twitter; 9,256,329 likes on Facebook.

Marvel

Marvel has 234,132 followers on Google+; 232,130 followers on Twitter; 2,626,295 likes on Facebook.

When looking at the numbers above, consider that Google only launched + brand pages in November. To have amassed the followings that they have in such a short space of time is testament to their Social Media strategies, but even more than that it’s proof of the potential that Google+ has as a marketing platform; potential that brands cannot afford to ignore.

As I alluded to earlier, it’s not just about Social Media either; Google’s decision to bring this content into its search results is massive for SEOs. It may not have real weight on where client websites rank at present, but Google wouldn’t be pushing the platform so hard if it didn’t plan to use it as a significant metric in determining relevance in the not too distant future.

This means that just as Social Media strategies shouldn’t be restricted to Facebook and Twitter, SEO strategies cannot afford to be focused solely on search. Google+ needs to be a serious consideration; not at the expense of traditional SEO, but in partnership with it.

It’s time to get on board!

Got an opinion on Search Plus and what it means for users, marketers and brands? Drop us a comment below.