Following Facebook, Twitter and other Social Media giants Goggle finally has made the customization of the Google+ URL available. It’s however not for everybody and is not as flexible as it sounds.
To qualify for personal Google+ page it needs to have 10 or more followers, be at least 30 day old and have a profile photo.
For the Local Google+ pages it only requires to be verified as a local business and for Global Google+ pages it must be linked to a website.
At this moment it’s difficult to predict whether it will affect the SEO (Search Engine Optimization) of websites and a ranking of the Local Google+ pages or a websites linked to the Google+ pages. I think that it’will grade Google+ pages on verified trusted pages and not verified ones. Which in return may affect the ranking as well.
Here is a link on more details on this topic > https://support.google.com/plus/answer/2676340?hl=en&topic=2400106