If you are reading this post then you either already have, thinking of or eventually will establish a Facebook Fan Page for your business, brand, or organization. If you are planning on launching a Facebook Fan Page then this is your starting point.
Many business are recently questioning the best way to optimize their Facebook fan pages, and other social media properties, in search engines. Search Engine Optimization, or SEO, as Wikipedia puts it, is the process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic”) search results. In normal English terms, it is how visibly effective is your website (or other digital assets) when a user uses your brand name to search at search engines like Google, Bing, or Yahoo!.
Today we will start with 5 ways to attain effective SEO for your Facebook page; and along the period of a few weeks, we promise to cover the other most used social networks such as Twitter, YouTube, LinkedIn etc…
Step 1: Branding
Choosing the best name for your Facebook Page
Sound easy huh? Well, it is key to know that this is the most basic step when it comes to optimizing your brand on Facebook, and is also the most important one of all! It’s your name!
Brands and organizations are always tempted to stuff their Facebook page names with tons of keywords, like “Karim’s Autoshop: Cars, Trucks, Motorcycles & more”. Actually, having a name this “extravagant” as a Facebook page name can hurt your viral growth rate inside Facebook. If you appear too spammy, your fans will be less likely to engage with your page, let alone share posts and updates with their friends. In fact, people can even hide your updates from their news feed – now we caught your attention, didn’t we!
Don’t be too generic, either. Facebook’s intent behind fan pages is that they represent real businesses, brands, organizations, personalities, et..c. By choosing something too generic, like Restaurant,Travel, Sports, Diving, etc…, you run the risk of Facebook shutting down your ability to post updates and reach out to new fans.
Here’s a shocker for you: The first word in your fan page title is given the most weight by Google.
Create a custom Facebook Fan Page URL (be consistent)!
After your Facebook page reaches 25 Likes, Facebook gives you the ability to create a unique URL (or usernames as Facebook calls them) for the page. Because URLs are heavily weighted by search engines, it is vital that your fan page URL nto only reflects an aspect of your business but is also consistent with your other social media account usernames such as Twitter, YouTube, Google+, Instagram, Pinterest etc…
If, for some reason, you find that another fan page has claimed your business’ name already, make sure to include what your business is about in the URL. You can check out some different username options Facebook offers before selecting your one for your fan page. Keep in mind that
Here’s another shocker for you: Facebook usernames should be at least 5 characters long and in the form A-Z, a-z, 0-9, and periods (.)
Step 2: Strategic Keyword Placement
Just like websites, blogs and what-have-you, keyword optimization is the most fundamental form of on-site SEO. The most important pieces to pay attention to are the About section, Mission, and Company Description, since these areas are actually pulled from your fan page as SEO elements.
Here is an example of how a search engine would index your page:
SEO Title = Your fan page name
Meta Description = Fan page name + the About section of your page
H1 = Your fan page name
To optimize your page for local searches, it is very important to include your address. For product-related searches, the Company Overview, Mission, and Products fields should be filled in with your appropriate information.
Here’s another shocker for you: You may want to consider using a brief 140-character description for your fan page — perhaps similar to your website’s metadata — so your whole message displays in the search engine’s snippet.
Step 3: Contact Details
As strange as it sounds, there are a lot of businesses, brands, and organizations out there that don’t include this type of info on their fan page. Remember, indexing your brand for local search results is crucial to growing your Facebook page. In addition, Google places higher importance on pages with specific information like your business’s phone number and address. So, pages that include this type of data can effectively increase your brand’s overall SEO.
Step 4: Backlink Your Facebook Fan Page On Your Digital Assets
The more inbound links to your page, the more authoritative your page is according to Google, and you will be ranked higher. That is why it is very important to bloggers when they have their content linked to from other websites, blogs, etc.
This same principle applies to your Facebook fan page. So, where it is appropriate, include a link to your fan page from your other digital channels, like your website, blog, and other social media assets.
Step 5: Optimize Your Facebook Fan Page Status
When posting updates to your Facebook timeline -please don’t say wall- remember that the first 18 characters of a Facebook post serve as the meta description for that particular post. So, take advantage of the option when Facebook prompts you to “Write something…” since that text will be considered the SEO title for that update.
Including direct links to your website in your updates is also a good practice to follow.
Don’t forget that the objective of Facebook SEO is for you to dominate your industry search engine results, which is basically to add value to your brand, which ultimately supports you in showing earlier, on top, and faster than your competition in search engines. It is important to pay attention to the comparison between raw traffic, the organic growth, and the engagement level, which we will discuss at a later post.
Want us to grade your Facebook Fan Page Optimization Level? Get in touch with us now!