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Optimizing your Facebook Page for Graph Search

Last week Facebook announced it’s new Graph Search feature. It’s in beta testing as we speak but will soon be available to everyone on Facebook.

1 billion people

240 billion photos

1 trillion connections

What does this mean in terms of your business and the ability for people to connect with you? This new social search feature will allow Facebook users to search and find resources, companies and recommendations that are connected to friends. We already know that friends are more likely to take action on recommendations by friends than by ads. This new graph search will be a game changer as people begin to figure out that they can search Facebook and find out friends have been to the Bahamas, what resorts they have stayed at and what they recommend for your trip (insert product, service, etc. here).  Many people will move away from a general Google Search to a more personal search where they can see what their friends are liking, using and doing. For those businesses that have been sitting on the sidelines with Facebook– either not willing to invest in a Facebook business page or not investing in growing that page –the game has changed. Sitting on the sidelines will not cut it if you want to be competitive and you want new customers.  With almost 1 billion users and the new graph search function Facebook will be a contender with Google in terms of search and new business. You cannot afford NOT to be there and have a strong presence.

Here 8 tips to optimize your page now to prepare for Facebook’s new Graph Search and the future of search, which will be more social than ever:

1. Optimize your about section – Make sure that you focus on keywords that describe your business and are the words people would search when looking for a business or nonprofit such as yours.

Screen shot 2013-01-30 at 10.43.39 PM 2. Categories – Check your category listing and make sure you have chosen the best possible fit. (Click “Edit Page” and “Update Info” to get here).

Screen shot 2013-01-30 at 10.46.21 PM 3. Sub-Categories – If you have a local business or place you will have an option to select sub-categories for your page. You get to select up to 3 subcategories – make sure again you select sub-categories that are best fits for your business (to access this you MUST have an address in place).

Screen shot 2013-01-30 at 10.50.24 PM 4. Photos – Your photos will affect your search. Make sure you tag your business in your own photos as well as create descriptions that have keywords in them when it is relevant to the picture.Screen shot 2013-01-30 at 10.53.01 PM

5. Address – Make sure you have a complete address listed. With graph search users will be able to search friends and find businesses with local addresses that are relevant to them.

Also, if your business has multiple locations, now is a great time to consider claiming and setting up a Facebook for Business page for each of them and adding relevant information like each location’s hours of operation. That way, consumers can find individual locations in Facebook Graph Search results, rather than just your brand or main location page.

Screen shot 2013-01-30 at 10.54.53 PM

6. Create a custom URL name – This is something often overlooked by new Facebook pages. You have the ability to create  custom URL – make sure you include your business name in your URL. Simply go into “Edit Page” as described earlier and click “Change Username”.

Screen shot 2013-01-30 at 10.58.19 PM

7. Create great content that gets people interacting and sharing – This has always been important with Facebook business pages as the Edgerank Algorithm that Facebook uses is constantly ranking your content and deciding what to show to users. With graph search your content becomes even more important as people search the most popular content will come to top of search. One simple thing you can do is ask your customers to like your page and from there create updates that will entice your fans to comment, like and share the content will be essential. Paying to promote strategic posts that are geared towards getting interaction can also help as more people will see the post and interact which will continue to help your Edgerank score.

Screen shot 2013-01-31 at 10.53.25 PM

8. Build your fan base – this may be easier said than done. If you have invited your customers and friends how else can you increase the likes on your page and therefore your footprint for social search on Facebook? This is where Facebook contests and Facebook Ads could be very effective. Still have questions about optimizing your Facebook page? Looking for help in building your community and your business through Facebook? Contact us now.

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