As their own personal social media, Google puts quite a bit of emphasis on how companies portray themselves son Google+. While they cannot necessarily penalize you for not having a Google+ profile, they definitely give particular attention to companies (and their websites) who do have a completely linked-up and optimized Google+ account.
For example, if you have built a healthy Google+ following, when a following user searches something related to your company, your website is much more likely to top the search results. Google indexes who follows you and when they put in relevant keywords, will often put your website at the top of the list, as they have already show interest in that website.
In addition, anyone of your Google+ followers who +1’s your content distributes that content to their own followers, and you are also more likely to show up in the search results of those users. In basic terms, the more followers you have, and the more +1’s you garner, the better your search result rankings will be, especially if you have a great following or can get tastemakers to notice your content.
The real questions is, however, if Google+ can actually influence the rank of pages that are not directly connected to the Google+ account. For example, can having a Google+ profile actually improve the ranking of your company’s website, separate from Google+? Most experts believe that if there is no direct connection between you webpage and the Google+ account, the social media page cannot help your SEO efforts. However, some people are finding that if they share links to their webpages, with proper promotion, and surround content, are influencing page rankings. It is not yet clear if this was intentional or just a side effect of Google’s latest algorithm update.
Having active social media accounts is vitally important to the life of your business, but does having Google+ really make any significant difference in Google search results? We can see that with the right content and the right positioning, it does. As Google continues to develop more sophisticated algorithms, most people believe that they will work to make Google+ even more influential when it comes to search results. Not only do they want to be able to encourage businesses to invest their time in the social media, it is also a great way to provide individuals with only the most relevant and useful search results.
Because Google tracks who each user follows and what content they +1, they believe that this is an excellent format for figuring out what results will best help a searcher. Each new algorithm will work to extrapolate more data from Google+ accounts. So while the media may not play a huge role in search results now, it does play a small, but significant role, and may play an even larger role in the future.