SEO forFacebook Pages by Distilledwww.distilled.net/training/facebook
W hy Should You CareAbout Facebook Pages?Facebook Pages are a fantastic your web content and marketingway to promote your business initiatives. In addition, Facebookonline. They function as micro- has a very large and engaged usersites, driving users to engage base. By creating a Facebook Pagesocially with your products, while for your business, you have thebuilding conversations around chance to tap into that base.Facebook has become an important networkfor many web users and it can be advantageousto engage with these people in a space they arefamiliar with. Facebook Pages can also facilitateconversations between individuals and brands,bringing the anonymous face of a company to apersonal level through direct interactions.
W hat is SEO? What do search engines do? The aim of search engines is to find and organize websites, while determining how relevant and useful each site is based on the terms we type into search engines. For example, when you type inSEO (Search Engine Optimization) ‘designer hamster accessories’The practice of ensuring that a in a search engine, you are askingweb page appears high up in a the search engine to bring up allsearch engine’s results page for the websites it has found thatrelated search terms. pertain to this term. Moreover, you are also asking it to giveWebsite owners need you the list of websites in order of relevance basedto ensure that they are on the terms you entered.giving search engines To that end, the number onethe right signals, so result should be a website thatthat their sites are specializes in designer hamster accessories and also delivers antreated preferentially. excellent user experience.
How do they work?Search engines do all this via very complex algorithms that have beenbuilt up over time and are continuously evolving. This evolution isnecessary for search engines to provide better and better searchresults to users in the face of rapid technological advancements in theworld of website development.RankingLet’s look specifically at howsearch engines rank websites.Once a website is technicallysound and contains the right kindof content i.e. the search enginescan find the site and organize itscategories, it then needs to tellthe search engine it deservesto rank highly within thosecategories. A huge part of thisis determined by the number oflinks pointing to that page fromother websites.Links determine howimportant and trusteda website is in the eyesof a search engine.
Creating Your PageLet’s say you’ve decided to create a Facebook Page for your business,but perhaps have no idea where to start. Facebook has created a HelpCenter (www.facebook.com/help/pages) which is designed to answerfrequently asked questions and give you a step-by-step guide on how tobuild your Page from scratch.You can create a Page at www.facebook.com/pages/create.php
Naming Your Page business Facebook Pages and youLet’s consider the name of your should be sure to include yourFacebook Page (www.facebook. company’s geographical location.com/help/pages/usernames)This may seem a little obvious, Personalize Your URLbut picking your company’s name Facebook will automatically beginis a good bet. with a non-specific URL. It is important to change the URL to one that is more tailored to yourHaving a title that business e.g. www.facebook.com/reflects the business’ yourbusiness.identity is key andwill allow users tofind your Page whensearching for termsaround your brand. This makes your Page look more professional and thus moreCreating an About Section enticing to link to.Next, the ‘about’ section allowsyou to provide more information Now you need to get thoseabout your business. This is a links….standard section built into all new
Building an AudienceThe more likes youreceive, the more linksyou are generatingNow you have a Facebook Page for your business/brand, you need usersto engage with your content and ‘Like’ your Page. An important point tobear in mind is that most Facebook Pages are publicly listed, which meansthe search engines can find, organize, crawl, index and rank them just asthey would for any other webpage on the internet.As already mentioned, links are a big part of the search engine algorithm.When a user ‘Likes’ your business/brand Facebook page, a link to yourpage appears on their profile page.The more ‘Likes’ you receive, the morelinks you are generating.
A great position to be in is when someone searches for your business/brand using a search engine like Google, your main website is returnedas the number one result and your Facebook Page appears in thenumber two slot. The more spots you can occupy on the first pageof the search results, the better. Remember, irrespective of how welloptimised your main website is, it can only occupy one position.A snippet from a public profile showing what this person ‘Likes’. These ‘Likes’ are links.Creating a Facebook Page that people are compelledto engage with will increase the likelihood of them‘Liking’ and hence linking to you.These links will boost your Facebook Page’s ability to rank in searchengine search results. This is especially useful for branded terms (peoplesearching for your brand).
Checking In‘Checking-in’ is areally important when a person ‘Likes’ a page,Facebook feature that action is shared to all theirfor ‘local’ businesses. Facebook friends. Businesses can incentivize this type of behavior by presenting anyone who checks-in and ‘Likes’ with a reward e.g. a discount voucher to use at that location. Face-to-face engagement with your business can be converted to promotions on Facebook. It also encourages on-the-spot purchasing Checking In via the discount voucher. The important thing to remember is in order for your business to be listed as ‘local,’ your Facebook Page must include an address.A few things happen when peoplecheck-in. The first is that they are For more information aboutimmediately presented with check-in deals and discountsa button. As previously have a look at Facebook’s Guidediscussed, ‘Likes’ are links and (www.facebook.com/deals/hence very valuable. In addition, checkin/business)
Connecting the FacebookPage and Main Company WebsiteYour main website, blog and Here is an example:Facebook Page may be individualentities, but they should also <a href=“http://www.facebook.com/be linked in some way. This is facebook-page-name”>Brand Name</a>.in fact another very good wayto build links to your Facebook If you’re not confident withPage. The idea is to promote this, or have to implement moreyour Facebook Page to your complicated links, you should seekwebsite audience. help from your webmaster or someone with more experience.All you need to do is create a linkon your website. That is achievedwith a simple bit of code andyour Facebook Page URL.
Further Facebook IntegrationFurther integration of your Facebook Page with your main website ispossible with the variety of plugins available. These allow visitors tocomment and ‘Like’ your content in a variety of ways direct from yourmain website.It allows website visitors to broadcast/promote to their Facebook friends how theyare interacting with your website.When implementing these plugins, make sure you supplement thesetactics with a separate link to your Facebook Page, as detailed in theprevious section. Plugins do not normally provide links to your Facebookpage that search engines can read, so an additional link is always advisable.A list with details of popular Facebook plugins can be found at developers.facebook.com/docs/plugins
ResourcesAdvice on securing aFacebook Page username• www.facebook.com/help/pages/usernamesGuides and step by step instructions for creating a Facebook Advert,which allows you to reach targeted users based on their location, ageand interests• www.facebook.com/adsExplaining popular Facebook social plug-ins with guides for installationand implementation• www.developers.facebook.com/docs/pluginsExplanation of the open graph concept, with guides for creating asimple but effective Facebook app• www.developers.facebook.com/docs/opengraphExplaining how Facebook functionality can effectively integrate within amain website or blog• www.developers.facebook.com/docs/guides/webGuides to explain how the plethora of Facebook services can be usedto help grow your business online• www.facebook.com/businessA list of recommended apps which users can connect to theirFacebook account• www.facebook.com/apps
Analy ticsFacebook Insights is a valuableanalytics tool that providesFacebook page owners withmetrics about user engagementon their pages. Through datasuch as ‘likes’, reach, andconversations about yourbrand, owners can see changesin user growth and spot trends.The Facebook Insights analytics package can be accessed from the adminpanel on the Facebook page and is available to any page that has beenliked by at least 30 people.For more information about Facebook Insights including how to getstarted and how to monitor key metrics, take a look at Facebook Insights’Product Guide for Facebook Page Owners (ads.ak.facebook.com/ads/creative/insights/page-insights-guide.pdf)
Things to be Caref ul ofThe SEO industry can be a bit like the wild west. Avoid requests fromanyone claiming they are able to build thousands of links quickly withguaranteed rankings etc.Purchasing links rather than earningthem naturally through good contentcreation is against the terms of servicefor most search engines.If you are caught engaging in this activity, your Facebook Page will bepenalized and you will find that your Page no longer appears in the searchengine results for your brand name.
Additional Information About SEOA comprehensive beginner’s guide to search engne optimization• www.guides.seomoz.org/beginners-guide-to-search-engine-optimisationGoogle’s guide to SEO for beginners• www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdfDistilled’s Craig Bradford gives a step-by-step guide on how to conducta technical SEO site audit• www.distilled.net/blog/seo/beginners-guide-doing-a-site-audit-using-google- webmaster-toolsDistilled’s guide on how to create great content that will generate links• www.distilled.net/linkbait-guideHubspot’s learning SEO guide• www.hubspot.com/learning-seo-from-experts-guideSEO Book’s guide to SEO for web managers• www.seobook.com/web-managers-guide-seoBeginners Checklist from SEOmoz – aimed at small and local businesses• www.seomoz.org/blog/the-beginners-checklist-for-small-business-seo
Handbook from SEOmoz covering some of the wider aspects ofinternet marketing• www.seomoz.org/dp/the-internet-marketing-handbookDistilled’s Paddy Moogan explains the different types of content youcan build to enhance your web presence and get valuable links• www.distilled.net/blog/seo/7-types-of-content-to-get-traffic-and-linksSign up to receive a free video every month on advanced SEO strategies• www.distilled.net/free-vieos