Google is making a huge push to get everyone to create a Google+ account, but it’s hard to see how this is going to succeed when Google+ is missing a very basic feature that every single business needs: the ability to create a custom URL, e.g. plus.google.com/kerika.

We have been updating our website and social media channels recently, and as part of that process we created a Google+ page for Kerika and ended up with the utterly useless URL of https://plus.google.com/110330426240622128664/posts

This isn’t a URL that even we can ever remember, and it certainly offers no incentive for us to publicize it. “Kerika” is a registered trademark and a registered service mark, so obviously it is important for us to use our name in all of our marketing. All other social media offer custom URLs: we have facebook.com/kerika, twitter.com/kerika, linkedin.com/kerika — even youtube.com/kerika! — but not plus.google.com/kerika!

It’s difficult to fathom Google’s foot-dragging in this matter: custom URLs don’t need to be offered to every single user — and its very difficult to manage a namespace if you tried to offer up custom URLs to hundreds of millions of people — but it is an absolute “must-have” feature for every business. All businesses care deeply about their product names: these are valuable intellectual property assets, and we cannot think of any business that would want to publicize a random 24-digit number instead of their own name.

Until Google gets this very basic feature implemented, there is no rational argument to be made for a business to take Google+ seriously…