Once you get into other fields, though, things get murkier — and Google+ pages are the murkiest yet. Every proper name can be immediately associated with a Google+ profile. Likewise, in Search Plus every brand name of any and all companies, including news and media companies, will direct users to a Google+ page at both the top center and top right of the screen. That’s almost everything we search for.

Because of Google’s dominant position in search, it won’t matter if you or the company you work for enjoy Google+ or prefer its services to its competitors. It won’t matter if you never log in to a Google account to browse the web, use a different search engine, or always flip the switch on your own Google search results to “universal.” There will be a tremendous incentive to manage your Google profile, to keep it up to date, and to ensure that the material it displays presents us in a favorable light. That in turn means more users, more time spent on site, and a more competitive position for Google+ relative to Twitter and Facebook.

via Dirty Little Secrets: The Trouble With Social Search | Epicenter | Wired.com.