Google plus was announced at the height of the social media fever pitch, a year before the Facebook IPO tanked and a year after the Arab Spring showed the power of a connected population. There was nothing but potential in the world of social but, it seemed, Google wasn’t going to be the one to tap it.

yellowpages

“It’s not the next Facebook,” was the cry that shot up from the tech community. G+ had some neat ideas, but nothing worth switching from the blue behemoth. And the community was right, it’s wasn’t the next Facebook. But as time moves on it becomes more and more apparent that they didn’t really intend to be.

When you Google a company, local or otherwise, you’ll find a card on the right sidebar with the company’s vital information pulled from Google+ — Contact info, reviews, office hours, even how to get there on public transportation.

When you Google a person, their Google Plus information turns up in the side bar along with a quick rundown of who that person is and how to contact them (through Google Plus, of course).

When you just Google in general, relevant blog posts are pushed to the top of the list. Author attribution and information is all pulled from and checked against that author’s Google Plus page.

 In other words Google is trying to make is easier to find people and places, a former function of the Yellow Pages.

It’s true, the largest public facing aspect of the site has tried to stay relevant in social media, as seen by their recent pinteresting facelift, but behind the scenes they’ve been building the modern phonebook.

This is why Google Plus will be vital.

So take a minute to set up authorship and to add G+ to your posting schedule. It’ll pay off in the long run.

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