Facebook Graph Search is the search engine inside Facebook.
You can use it to find photos, restaurants, places, and new and old friends. It works by joining up all the different data points you and all your friends have entered into Facebook and returning relevant results based on how they are all connected. For example, you can search for ‘restaurants in London my friends like’. The algorithm uses all your friends’ check-ins and ‘likes’ related to restaurants in London to give you a list of restaurants that, if you can trust your friends, you’ll like too.
This work explores the notion that SEO for Graph Search will be a battleground for companies and brands vying for the top spot in search results just like in Google.
However, there will be a difference in how Facebook determines which company, brand, or piece of content ranks better than others. I propose that each individual and brand on Facebook will have an authority score, similar to Klout®. This ultimately will mean that the value of each person’s like, or opinion, will vary.
Brands, companies, and individuals will then be judged based on the quality of their fan base, and by extension, the quality of the friends of each of their fans. How qualified a fan is will reflect how relevant the fan’s interests, personal details, such as education and place of work, and Facebook connections are to the brand.