With the news that vanity URLs for Google+ accounts will be available imminently, integrated PR, search and social media agency
Punch Communications is advising brand marketers to pay close attention
to this development and swiftly take advantage of the significant value
they will deliver.
A number of brands and personalities with verified profiles are
already pre-approved, following which the functionality is to become
available on a broader basis, according to Saurabh Sharma, a product
manager at Google's San Francisco office. Sharma recently announced that
the bespoke addresses will be "available for people and pages
At present, the Google+ URLs comprise a sequence of letters and
numbers. A number of profile address shortening tools have been
available since the service was launched, to help brands and individuals
personalise their pages' addresses. However, the forthcoming update to
Google+ will allow consumers to swiftly and easily identify each profile
directly though the platform.
Pete Goold, managing director of integrated social media, PR and SEO agency Punch Communications, said:
"The new URLs will lend themselves to verbal promotion and will make
their use in written communication much easier. This clarity could bring
an increase in engagement and participation with brand pages and the
service as a whole. The upcoming vanity URL option will allow for more
aesthetically pleasing page addresses across the platform and will
enable Google+ to better compete with other popular social networks that
already offer customisable URLs.
"Brands should swiftly capitalise on the newly available vanity URLs
to ensure that they are amongst the first to do so and thereby maximise
traffic to their pages. However, this remains the tip of the iceberg in
terms of effective use of Google+ and it's worth employing a full
engagement strategy to take best advantage of the growing number of
users that are adopting the network."
Currently, a date has not been announced as to when these custom addresses will be available to all users.