Every time that you hear the words SEO, you instantly think of traditional search engines, mainly Google of course, but also Yahoo and Bing. Catering to the algorithm of these search engines is something that is prioritized heavily in online marketing, and rightly so. But what if we told you that there was a crucial search engine that everyone uses, but few seem to focus on? You probably heard of it, it’s called Facebook.
Yes, in addition to being the largest social media network out there, it has also cemented itself as a prominent aggregator of information, indexed among trillions of posts made by individuals, companies, prominent public figures and much more. Facebook’s reach into almost every other social media network also means that more information than ever can be found in its ecosystem, making it a great destination for users to find information and services they are looking for. And anyone who works in SEO knows that the start of almost every buying journey starts with a search inquiry.
SEO for Facebook
An important distinction right off the bat for Facebook SEO is that you are not optimizing a website for search results, you are using optimizing Facebook Business page. With this comes a huge difference in what elements are prioritized, as well as a distinction in operation.
Keep in mind two things: one, that this isn’t a regular search engine that crawls through a sprawl of pages, cataloging them as they go. This is their own internal network, meaning they have full access to all the necessary information from the get-go. There is no need for sitemaps or schema markups, or backend work involving pasting in code that allows third parties to track your activity. Everything is all-inclusive and set in stone, which has the benefit of being much more simpler and easier to handle, and the cons of being limited in what you can do to stand out from the competition.
Secondly, Facebook’s algorithm is much more different than Google’s, and will likely prioritize some things over others. Facebook has been more secretive than Google in regards to what appeals to its algorithm, but some things that have been deduced is that unlike Google, it places a heavy emphasis on traffic and the number of followers a page has. It also tends to value content less, although this should not be interpreted as an excuse to slack on providing information. Prioritizing posting frequency, user engagement and the usage of keywords to index all information are among the things that will likely remain the same. All in all, there are around 200 signal factors that are similar to what Google looks for, but reacts in different ways.
Finally, similar to Google Ads, Facebook is currently trialing ads for keyword searches. While it currently already has an ad program catered to presenting ads for people’s Facebook feeds, keyword search ads are something that hasn’t appeared since their first attempt in 2011. Expect it to bolster Facebook’s already large advertising business, and become an essential part of online marketing. Learn more about our Facebook advertising services if this could benefit from this.
While we don’t know what specifically attracts Google’s algorithm, a good place to start is simply to make sure that your Facebook page is complete in terms of information and content. If you feel that you could use some help with this, Boston Web Marketing has a team of reps that specialize in creating and maintaining such content. We will make sure that you don’t miss out on potential clients searching for your services and products. Contact us at 857-526-0096, or through our online contact form to learn more.