Facebook Actions – How It Impacts SEO

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At the f8 conference in September, Facebook announced the addition of Timeline and Open Graph.  These new tools let users tell a more detailed story of their life through a newly designed profile page. Earlier this week, Facebook launched Facebook Actions, an enhancement adding additional call-to-action tabs beyond the standard “like”.  As this may at first seem as though Facebook is doing too much to let users indicate where they are and what they are doing, Facebook Actions actually benefits the consumer, marketer, and SEO firm.

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These Actions let users specifically indicate their interaction with a location, products, and more.  For example, one may visit a local coffee shop and indicate they “bought” a particular drink.  Immediately, that action is posted on their wall and their average of 130 friends can interact with that action.  Others may comment, share, or even visit that store the next day to see for themselves.

That being said, since more than 50 percent of adult-consumers research products on social media platforms, the product has enormous ability to either significantly prosper from Facebook Actions (if it is a good product), or severely sink (if the product is not great).

The following are my top 3 impacts Facebook Actions will have on SEO:

1) Consumers declare their intentions.

First-off, let me digress from SEO.  It is every advertiser and marketers dream come true to understand how customers interact with their product.  For example, one may “watch” more than “listen” to a particular song on iTunes.  Now the advertiser and marketer understands what people want out of the product.  They may want to watch, more than listen, thus does it matter to enhance a music video?  The impact on SEO lies in the fact that as the user engages and interacts with a webpage, for example “listens”, or “watch”, their social engagement rises.  In addition, other website visitors see the number rising as more positive engagements are produced.  Facebook will index a webpage’s social engagement and the amount of engagement with the user’s influence has immediate impact on SEO.

2) Provides an immediate route.

Those who interact with the product and post on their Facebook wall then generate a direct route (link) to the webpage of the company.  Establishing this direct link is extremely beneficial as the company can design the specific landing page, including specifications, reviews, images, product demonstrations, and conversion information.  The goal is to have a prospect or client interact with the product, and create a “direct and targeted” route to the product.  Given Facebook users average 130 friends; there is a huge amount of exposure that can be gained from Facebook Actions.  Website traffic can increase dramatically because 1 person in a network “listened” to your product.

3) Graphic.

The marketer has the option to design an individual landing page for the product with properly embedded keyword(s), Meta tags and Meta descriptions, amongst other SEO techniques.  Design the image as they see fit, including indicating review ratings, specifications, and more.  Studies indicate that people want to support brands they can engage with, thus this is expected to be picked up rather quickly.  Since video content is over 50 percent more likely to populate over organic listings in the SERPs, videos that are “watched” can have immediate impact here.

Facebook has done a nice job in creating a more in-depth user experience while at the same time, benefiting SEO firms by making Facebook Actions make sense for SEO.

Todd Bailey

Todd Bailey

Founder /Editor at pushStar Digital
Todd Bailey is the Founder/Editor of pushStar Digital. He works as Director of Search for Gen3 Marketing as well.
Todd Bailey
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  • http://www.jenni.me Jenni

    The first two points, whilst good for increased traffic and engagement, aren’t really related to SEO. The third point is related to SEO but not Facebook.

  • http://www.mrblogger.org/ Manish

    Hey Todd nice post. Facebook marketing we can say that its a backbone of SEO. If it is implemented in a proper way then there are great chances of getting higher conversions from Facebook itself. So Facebook rocks.

  • http://www.jenni.me Jenni

    @Manish Facebook is not a search engine.

    • http://www.mrblogger.org/ Manish

      Hi Jenni,

      I mean to say every internet marketer should not avoid social media marketing at any cost. SEO and Social media marketing should be done together to yield more great results for the website.

  • http://seonetasia.com Henry Sim

    Social Media Marketing will carry a lot more weight going forward, and we are starting to see that in action. It’s not surprising that the top selling products in internet marketing niche/forum are Facebook Marketing Apps. Add in Video, and the probability of making it viral increases manyfold.

  • http://www.local-business-marketing-specialists.com/ Patricia

    Facebook marketing has become one of the must DO’s of SEO campaigns. The important thing is to know how to make those SEO changes in a proper way so that businesses can Increase their earnings with high conversion Facebook pages.

  • Joe Manning

    @Jenni – Facebook (and other social media plaforms) have a whole lot to do with overall SEO rankings. Search algorithms now index Facebook posts and updates and “social engagement” has become a factor search marketers are paying attention to. Well-written article, Todd… “Customers declare their intentions” is most important to me as an advertiser.

  • http://www.pillresults.com Janet

    Google+ is not really talked about, Facebook I believe will be thrown to the “curb” as Google’s own social media is getting alot more ground. I’m working on ALL versions, more time but I more rankings!

  • Duncan

    I’m no Facebook expert but I think there are some issues with your article. Open Graph was not introduced in the last f8 conference, It has been around since the 2010 conference. It has just been enhanced to allow custom actions instead of just the “like” action. Hence, you have been able to link directly to websites via the “like” action since 2010.

    I can’t really talk about the SEO impact, but the main benefit to me as a website owner is that having custom actions that can just be a statement of fact instead of a “like” lowers the bar to publish to the users social network. That means more data about my website hitting a user’s social network. Which is good for my website, good for Facebook, and lets users express who they are and what they do.

  • http://www.fullonweb.com Martin Clarke

    Hi I’m interested in the point about learning how customers interact with the product and establishing a route from there. That’s so far away from anything I’ve heard I’ll have to mull it over. I get that a big part is getting customers to interact with the fan page and as I understand the interactivity effects SEO so that a page is better with a lower number of very reactive fans than loads of people who have clicked a like gate and never return.

  • https://twitter.com/#!/monsieurharper Devin

    Todd thanks for sharing. I enjoyed your article and found great value in the information you provided. Congrats on your success.

  • Mike Herkencz

    Thank you for sharing Todd, I think this target marketing is both beneficial to customers as well as the providers of goods and services. It seems the customers want to get what they want as fast as possible and this makes it easier.

  • http://www.awepar.com Awe Par

    Excellent Article Todd! The social interaction implications of these additions are huge and I learned a lot from this piece. Thanks! It gives us a clearer idea moving forward that social interaction and marketing is only going to increase as well as evolve over time.