It has been a few weeks since Google rolled out their +1 technology.

What is it?

It is the search engine’s equivalent to the Like button on Facebook. When you are logged into Google with your public profile, you can recommend search results. Your “+1” or recommendation of the search result is then shared with your Google social network. That network consists of:

• People in your Gmail (or Google Talk) chat list
• People in your My Contacts group in Google Contacts
• People you’re following in Google Reader and Google Buzz
  

The question is - do we need friends to help us search?

One huge assumption that Google is making with +1 is that searchers will inherently value and trust what their network of friends and peers recommend. This is where the Netflix analogy comes into play. In the early days of Netflix you could connect with friends who were also subscribers and see what movies they liked or recommended. In March of 2010, Netflix suspended this service, saying that less than 2% of all Netflix subscribers actually used this feature. They also tried tapping into Facebook to offer this feature, but after two years, claimed there was not enough interest and they were going to regroup and find another way to offer a friends feature. Despite two failed attempts, Netflix does have plans in the works to roll something new out later this year.

I am not sure what the problem has been with getting a social network environment to catch on or work well within Netflix, I personally found great value in it. But it does make me wonder, will searchers, and specifically someone searching on B2B terms, utilize their social network to choose results. Or is the finely-tuned, always improving, Google algorithm good enough?

David Berkowitz expands on this point in his Mashable blog.

If it does gain traction, how will Google +1 affect search rankings?

It is not totally clear just yet. Google continues to stress their focus on providing relevant content for users, and the +1 initiative is no different. On their Webmaster FAQ page, Google acknowledges that content recommended by friends and acquaintances is often more relevant. They state they will be monitoring things and could alter their algorithm based on results.

What does this mean for B2B marketers?

Content. Google is ultimately trying to provide good quality content to searchers. Nothing has changed in terms of what Google is looking for in websites. Our search manager Steve Poole has talked about the importance of quality content in past blog posts, it is one of the most critical pieces when it comes to gaining a good search ranking. So our advice to B2B marketers regarding Google +1 and the social network tie-ins to search is keep developing good quality content, and you won’t have any problems.