One of Google’s newest company acquisitions is called PostRank, a company founded in 2007 and based in Waterloo, Ontario. PostRank is a company specialising in the measurement of browsers engagement with Social Media, allowing businesses to see how people engage with its social media and content.
Google has stated that this acquisition will improve its social media capability “We’re always looking for new ways to measure and analyse data. The PostRank team has developed an innovative approach to measuring web engagement, and we think they can help us improve our products for our users and advertisers”
One of PostRanks founders Iiya Grigorik is optimistic that being part of the Google empire will only help the company “We are extremely excited to join Google. We believe there is simply no better company on the web today that both understand the value of the engagement data we have been focusing on, and has the platform and reach to bring its benefits to the untold millions of daily, active Internet users.”
As well as fitting into Google’s plans for incorporating social media into Search it is also a significant pointer as to the future of Search Engine Optimisation. Already this year with the Google algorithm changes we can see that user engagement is increasing in importance for ranking within Google.
Now with the acquisition of PostRank Google will be better able to monitor a company’s engagement with social media. Combined with the introduction of Google’s new +1 feature we can see that producing high quality on-site content and truly engaging with browsers is not going to only help Conversion rates but will help your overall rankings on Google