Will You Do the One-Up?

The rise of socially powered search continues.  Somewhat inevitably, Google have announced a new feature "+1" on their blog, intended to allow users to recommend search results - either pages or ads - to their friends.

For example, if Fred Jones does a search for a Paris restaurant and sees a result from he loved last time, he can click on it to "+1" (or 1-Up, as this is inevitably going to get called) it.  That means that when people in his network do a similar search, they see a tag saying "Fred Jones +1'd this" next to it.  

The concept is soon to roll out on search listings, and over time is likely appear in a widget that allows you to +1 a webpage when you are on it (much as you can Facebook 'Like' a webpage).  

So what is your network - who will see your +1's?  Well, to +1 anything, you will need to be logged into your Google profile.  From that profile, Google can tell who your Gmail, Google Talk and Google Contacts friends are, plus people you follow in Google Reader and Buzz.  That, so far, is what Google is calling your network for +1.

This will impact all SEO marketers; all ads will receive a +1 button, whether you like it or not.  In reality, if +1 is really going to be a hit, then that network has to become much bigger. However don't bet against Twitter, at least, doing a deal with Google to mine their network data.  

Google reckons advertisers loved the idea in testing; what do you think?