It hasn't been very long since Google+ debuted, and even less time has passed since it was opened up to businesses. It's still not entirely clear how the use of the social media platform is going to affect search rankings, but there are certainly some exciting possibilities. One is thanks to the +1 or "plus one" button.
Facebook has the "like," so it was only natural that Google would want to follow suit. The interesting part is that the +1 can have an indirect but positive effect on SEO efforts. The way it works is that people who are signed into Google+ who search for something in Google will be told, beneath each result, if their friends have +1'd it.
This doesn't improve search engine marketing for a page by itself, but it does help people to share links and pages even more liberally. Perhaps even more importantly, users who aren't signed into Google+ will see a notation under a result that indicates how many people have +1'd it. This helps to give entries some credibility, and it will likely increase the chance that users will view the page and share it on other social media platforms.
Social search optimization is based around the fact that Google favors websites that have pages that were shared on Facebook, Twitter and other platforms many times. Increase the odds that this will happen by incorporating Google+ and its +1 into your online marketing efforts.