Ever since Google announced its Google+ social networking platform in June, the company has continued to face speculation about whether it’s trying to compete directly with Facebook. With features that include status updates, “Circles” that allow users to define and share information with selected friends, and “buckets” to organize friend lists, it certainly seems so.

If there was any doubt, however, the Nov. 7th roll-out of Google Brand Pages provides the answer—especially since some experts say the pages may present a direct challenge to Facebook. But the more pressing question is, “What does this mean for my business?”

According to Google, “Google+ pages help you connect with the customers and fans who love you. Not only can they recommend you with a +1, or add you to a circle to listen long-term. They can actually spend time with your team, face-to-face-to-face. All you need to do is start sharing, and you'll soon find the super fans and loyal customers that want to say hello.”

By adding ‘+’ in front of search terms, Google enables users to search specific brand pages (try +Angry Birds in the search bar), and allows businesses to connect their websites to their Google brand page. See other features here.

While this bodes well for businesses, one concern is the lack of page verification; after roll-out, several companies reported brand impersonation. So even if you don’t plan to use it right away, it might be a good idea to claim your page before someone else does.