Facebook Search optimisation
The word of 2012 was 'hashtag'. The word of 2013 for me is 'relevance'. Facebook's launch of GraphSearch will be a huge part of it. Just as September's Edgerank changes [giving more weight to negative post feedback] freaked people out because their poor Facebook strategy started to haunt their post performance. Now GraphSearch will do the same [Once it goes public]. The quality of your content, relevance and connection will determine the quality of search results your brand gets. ------------------------
If you weren’t concerned about your brand’s social footprint, you have cause for concern now. Graph Search puts the onus on brands to connect with the right types of fans (another reason buying Likes is a scam) on its Page and give its fans reasons to interact with its content on an ongoing basis. By increasing engagement metrics, which signals to Facebook that a Page is relevant, a brand stands to benefit in Graph Search results.
Here are four essential concepts to keep in mind:
- Make sure your Facebook Page is up-to-date with all relevant information, especially location (particularly for restaurants, clubs, theaters, etc.). Also, make sure your brand or business is categorized correctly.
- While a high fan count can signal interest, Facebook’s EdgeRank algorithm rewards relevance. It’s not about how many fans you have; it’s about how many of them are engaging with your content. Try to acquire fans who are right for your brand because they are the ones who will comment, Like and share and often have friends who would be equally interested.
- Strong connections are important not only for engagement but also because, per Facebook, “results are ordered based on a user’s relationships with his or her friends, so it’s not just the number of fans or users but also the strength of those connections that are important.” This means that fostering a tight-knit community that has shared interests will boost your ranking in search results.
- Consistent engagement means consistent content. Make sure your brand has a content plan mapped out and the skills and manpower necessary to keep the conversation going.
- Currently there’s no paid placement. The only way to have your brand appear in results is to make sure it appears relevant to Facebook.
Head over to Facebook Studio to read Facebook’s take on how Graph Search can help people discover your business.