With much excitement, I was approved by Facebook to start using their newest spin on search – Graph Search. And with that of course comes the obvious question – as a business, how do you optimize for Facebook search to take advantage of this new twist in the world of Search Engine Optimization?
Facebook Category and Subcategories
One of the first things I noticed right away is that you better have your page Category and Sub Category correctly set up in Facebook. The category is the original one that you chose when you set up your page – remember those little pictures?
This is under Edit Page > Update Info > Basic Information. Right now your can choose from Books & Magazines, Brands & Products, Companies & Organizations, Local Businesses, Music, Movies, Other, People, Sports, Television, and Website & Blogs.
Next, it’s vitally important to choose a sub-category for your page – currently you can choose up to 3 categories if you are a Local Page – and Facebook gives you only certain categories to choose from. Note: I bet this changes soon as people want to optimize for more specific sub-categories – keep watching that space.
Don’t Forget Your NAP
Along the same lines as above – if you want to optimize your Facebook page for search, double check your NAP. Not take a nap but NAP (Name, Address, Phone). Make SURE all your business information including the address is correct. If at all possible, they should exactly match your website, Google Plus Business Page, and any other listings you have online. The more consistent you are with this information, the easier it will be for Facebook (and Google/Yahoo/Bing) to connect the dots and know that all the information online relates to your specific business.
The Social Media Speaker Your Heard Last Year Was Right
Now for the most important tip for optimizing your Facebook Page for Graph Search. Strangely enough (or not) it is the same thing all those Social Media experts have been telling you for the past couple of years – engage with your best clients and fans – get them to like, share, and comment on your page. Keep in mind this is NOT accomplished by begging for likes. I discussed this topic in a recent YouTube video about using social media and SEO.
Facebook Graph Search takes this to a whole new level – you want attract the right fans to your page and giving them a reason to interact with your content on an ongoing basis.*
Here is a little example of a Facebook Search:
I did a search for “sushi restaurants” and it came up with a list of places – but notice the right sidebar, now I can also select “Liked by” and choose not only my friends, but specific friends (I know who has good taste in sushi and value their opinion). Folks, this is a game changer. See the screen shot below:
There will be many other ideas that will come out about how to optimize for Facebook Search. One word of caution, don’t try a lot of tips and tricks that may work temporarily, but could harm your rankings in Facebook search in the long run. Just like optimizing for traditional SEO – don’t chase the things designed to fool the search results. Work on the basics – the things that last – and you’ll come out ahead for the long run.