SEO

#Facebook Search Impacts Business Pages

Yesterday Facebook CEO, Mark Zuckerberg, unveiled the next big step in the social network’s development.  Soon Facebook users will be able the search within the walled garden for things their friends like, places they’ve been, and pictures they’ve posted.  Currently users can add themselves to a wait list to get this first iteration of search, so it’s not available for use just yet.

graph search logo 320x245 #Facebook Search Impacts Business Pages

This does, however, cause traditional SEO and Social to come colliding into each other when it comes to your business presence on Facebook.  After all, what kinds of things can your friends “like?”  Or more importantly, how many of any given user’s friends “like” your business on Facebook?  Right now you have a golden opportunity to give your business page a tune up before English speaking Facebook users start searching.

According to facebook-studio.com:

Here’s how Graph Search works:

  • The search bar first returns the top search suggestions, including people, Pages, apps, places, groups, and suggested searches. People can search for things like restaurants near them, hotels in places they want to travel to, photos posted by Pages they like, or games that their friends like to play.
  • These search suggestions take people to a unique results page. The results returned are based on factors that include information that has been shared by your business and the connections of the person searching.
  • As has been the case for some time, we may also make search suggestions in the search bar that then can trigger web searches. Web searches will display Bing results and Bing ads, similar to results on Bing.com.
  • Pages and apps can still use sponsored results, which appear to people whether or not they have Graph Search (sponsored results have been globally available since August 2012). There are no new ad formats available today.

There are several things to keep in mind as you set your page up for search success.

Howard Lo shares some great tips in his article for zdnet.com

  • Number of likes becomes more important–since search will begin with people connected to Pages, the more people liking your Page means more people connected and thus the higher frequency of showing in search results.
  • Fill out Page fields properly–for your business Page, ensure each field is filled out with the relevant, properly-formatted information. Don’t try to create your own sub-category, follow the standards. Don’t put text into phone number fields. Facebook should be pulling lots of data from these fields.
  • For the open-ended text in description fields, write copy that includes keywords, as if you’re writing copy for Google to “crawl”.
  • Tag your photos with locations, such as your business, and dates–I wonder if there is opportunity here to somehow create searchable product catalogs.
  • Tag your photos with a Page name (for example, my business Page is “Standing Sushi Bar”)–Assuming Facebook treats a photo where Standing Sushi Bar is tagged similarly to how it treats a tagged human, then “Show me photos of Standing Sushi Bar” would show photos tagged with Standing Sushi Bar. Slightly different than tagging location.

Over the course of the next few weeks we will be digging deeper into what this significant change means for your content, engagement, advertising considerations and much more for your Facebook business presence.  What questions do you need addressed right away?

 #Facebook Search Impacts Business Pages
Michelle is the co-host of the popular Social Media discussion group #SocialChat, blogger, and Social Media Advocate/Consultant +Michelle Stinson Ross
 #Facebook Search Impacts Business Pages
 #Facebook Search Impacts Business Pages

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4 thoughts on “#Facebook Search Impacts Business Pages

  1. The biggest change businesses need to make is one they should have already made: increased content marketing to improve engagement on social networks. Increasing likes is one aspect, but it will help dramatically if these likes are from genuinely related profiles. With the right content marketing strategy (that you should be employing to help with your SEO anyway), people performing genuine searches for eg “Bookshops near me that people who like graphic novels like” or “restaurants that chefs like” will mean that you’ll be in your targeted group. More on our own post here – http://crowdbait.co.uk/news/facebook-graph-search-and-your-business-1445/

  2. It’s pretty exciting! I can’t wait to try it out myself. Being their search partner, this is going to be pretty big for Bing as well. I foresee new ad formats will be in the works next…

  3. With Facebook graph search, Facebook has opened two ends up. One for the marketers to make the best use of the search to get targeted traffic to their business profiles, business will have to build a good reputation with their Facebook page fans, otherwise one might see influential people post or comment badly about a business or their services which will in turn negatively influence the ones searching for it. Facebook can make the best use of the search result pages’ real estate for monetization via ads and sponsored posts.