Facebook’s new Graph Search has enabled Facebook business or fan pages to be more easily searched and found within Facebook. Instead of limiting users to search for places or businesses with specific nomenclature, users can now type in what they’re interested in and the system will yield search results similar to what Google or Bing currently provides. However, these searches will have the incremental context of your social network.
This means that marketers and businesses that optimize their pages, posts and products should have a dramatic advantage as Facebook users leverage the search bar within Facebook, versus the habit of searching in traditional search engines.
How should you go about optimizing your page? It’s as easy as 1,2,3…
1) Complete your “about” section!
The “about” section for your business/fan page acts as a keyword haven for the Graph Search to find your page. You want to include the most accurate information as well as the best keywords to describe your business. For example you’re a chocolatier located in Texas. So your “about” section would want to read something like this:
Austin, Texas chocolatier since 1943. Serving 6th Street for over 60 years with our famous truffles and peanut butter cups that locals describe as “sinful,” hence our name Sinful Chocolates.
*If you have a website INCLUDE it in your “about” section above the fold.
The “about” section above gave Graph Search a location, a more specific location, an age for the business, key desserts that are served, and reinforced the name of the business.
2) Optimize your visual content!
Facebook loves images, this is apparent in their cover image rules and their new 80-20 rule for advertising. So it makes sense that Facebook would improve their Graph Search to filter through images. The best way for your images to add in search is to tag your business page in each image you add. You also want to optimize your photo description with keywords as well, now make sure the description makes sense and you’re not throwing random keywords together.
To tag your Facebook photos, browse through your photos and select one you would like to tag. At the bottom of the image you will see “tag photo,” click on it. Now you will be directed to click on the image, once you do so you will notice a box appear to type in a name or names. To tag you business simply type in your business/fan page name and hit enter. Your photo is now tagged.
This also applies to the “Get Advice from Friends” feature with your Facebook storefront. When you share your products or services think about ways to optimize the text that appears with the share.
3) Lastly, keep sharing great content on your page!
One of the best tips is to make sure you are reacting and listening to your audience. The best thing for your search optimization is to create content for your Facebook page that your audience LOVES. This is important for Facebook’s Graph Search and Google Search as well. When you post photo’s, share a product, or write a status update that your audience responds to Facebook and Google notice and your content becomes slightly more important in their algorithm then it did before.
These are just a few tips that can get your Facebook page and Facebook shop headed in the right direction for the new Graph Search release. For more tips and tricks to further optimize your page we recommend you look at Social Media Examiner’s blog post about the new changes.