You’ve probably noticed when you search for a business the results will often include social networks as some of the top results - especially Facebook. As Jennifer Beese from Sprout Social states, “Facebook Page SEO isn’t new; Google has been indexing the social network for quite some time.”
Because the social presence of your business can impact your business’ search ranking, it is vital to optimize your Facebook page using some good, old fashioned SEO tactics.
Make Sure That the Brand Name/URL Match
When you built a website for your business, was the domain name the same as the business name? Well, the same question applies to your Facebook page. After all, it wouldn’t make much sense to advertise your brand on social media and then make it difficult for visitors to locate you.
By making sure your brand name and Facebook Page URL match, you’re not only increasing the chances of being discovered on search engines and Facebook, you’re also informing searchers what your brand is all about. For example, if someone comes across Jim’s Steakhouse, then it’s safe to assume that this would be an actual steakhouse.
You also want to make sure that you select the proper category for your Page. So, for Jim’s Steakhouse, you would want to select to the “Local” category. However, don’t forget to include the subcategories such as restaurant, bar and grill, etc. This will allow you to show up for the most relevant searches.
Have a Complete Profile
This should be obvious, but it is a step too many business owners forget. Visitors want to know details about where business, such as where you’re located, what time you are open, what food you serve, or what products you offer. In other words, it helps to highlight the best qualities of your brand and makes it easier for potential customers to locate you outside of Facebook.
However, the “About” section on Facebook also plays a key role in search queries. Greg Marlin from Marketing.ai found that the majority of searches were pulled directly from the About page on the Facebook Fan Page. This was around 60-80% of all cases. The majority of other cases came from the Company Overview and Location fields. This accounted from almost 95%+ of all searched cases.
Content, Content, Content
Content is a big deal when it comes to your marketing efforts. However, when it comes to social media, it’s absolutely necessary. Searchmetrics found that seven of the ten most important factors in SEO ranking are from social media. In short, if you want to rank higher in search engines, then you need to have a lot of Likes, shares, tweets and/or +ones.
How do you get those likes, shares tweets, and + ones?
By frequently posting and sharing quality content on Facebook, you’re engaging with your fans, which makes your page more visible. Whether it’s a funny image or informative video, content that relates to your brand and provides value to your target audience will help get your page noticed.
Improve Engagement
While creating quality content is a great way to get your audience talking about your Facebook Page, there are plenty of other ways to engage with them.
For example, you could share a timely news article, a ‘Top 10’ list, ask a question or use emoticons. Wishpond also suggests trying out formulas like solving a problem, filling in the blank, caption this, or embracing nostalgia to engage with your audience.
Remember, you want to converse with audience on Facebook, and not just shout sales pitches at them. A great do that is by engaging and interacting with them. The more this occurs, the better opportunity you have to improve your search ranking.
Consider Using Facebook Apps
As Social Media Examiner points out, you can use apps to keep customers informed, connect them with customer support, make appointments, promote events, reward them, or gain feedback. However, apps can also improve search results because you’re engaging with your audience.
Chelsea Adams states that “Google will often index and include links to your apps in search results which gives you more opportunity to drive and direct traffic.” This is accomplished because apps can take visitors to deeper parts of your Facebook page, takes up more space on the SERP page and can help you gain more links than the competition.
Takeaway
Social media is no longer an option for businesses looking to succeed. Facebook can be a fantastic tool to connect with customers, provide customer service, and to rank in search engines. But, if customers can't find you online are wasting your time. Spend the time to ensure your profile is optimized in order to get the most out of your Facebook business account.
