SEO forFacebook Pagesby Distilledwww.distilled.net/training/facebook
Why Should You CareAbout Facebook Pages?Facebook Pages are a fantasticway to promote your businessonline.They function as micro-sites, driving users to engagesocially with your products, whilebuilding conversations aroundyour web content and marketinginitiatives. In addition, Facebookhas a very large and engaged userbase. By creating a Facebook Pagefor your business, you have thechance 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.
What is SEO?SEO (Search Engine Optimization)The practice of ensuring that aweb page appears high up in asearch engine’s results page forrelated search terms.Website owners needto ensure that they aregiving search enginesthe right signals, sothat their sites aretreated preferentially.What do search engines do?The aim of search engines isto find and organize websites,while determining how relevantand useful each site is based onthe terms we type into searchengines.For example, when you type in‘designer hamster accessories’in a search engine, you are askingthe search engine to bring up allthe websites it has found thatpertain to this term. Moreover,you are also asking it to giveyou the list of websites inorder of relevance basedon the terms you entered.To that end, the number oneresult should be a website thatspecializes in designer hamsteraccessories and also delivers anexcellent 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 PageLet’s consider the name of yourFacebook Page (www.facebook.com/help/pages/usernames)This may seem a little obvious,but picking your company’s nameis a good bet.Having a title thatreflects the business’identity is key andwill allow users tofind your Page whensearching for termsaround your brand.Creating an About SectionNext, the ‘about’ section allowsyou to provide more informationabout your business.This is astandard section built into all newbusiness Facebook Pages and youshould be sure to include yourcompany’s geographical location.Personalize Your URLFacebook will automatically beginwith a non-specific URL. It isimportant to change the URL toone that is more tailored to yourbusiness e.g. www.facebook.com/yourbusiness.This makes your Page look moreprofessional and thus moreenticing to link to.Now you need to get thoselinks….
Building an AudienceNow 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.The more likes youreceive, the more linksyou are generating
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).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.
Checking InChecking InA few things happen when peoplecheck-in.The first is that they areimmediately presented witha button.As previouslydiscussed,‘Likes’ are links andhence very valuable. In addition,when a person ‘Likes’ a page,that action is shared to all theirFacebook friends.Businesses can incentivize thistype of behavior by presentinganyone who checks-in and‘Likes’with a reward e.g.a discountvoucher to use at that location.Face-to-face engagement withyour business can be converted topromotions on Facebook.It alsoencourages on-the-spot purchasingvia the discount voucher.The important thing toremember is in order for yourbusiness to be listed as ‘local,’your Facebook Page must includean address.For more information aboutcheck-in deals and discountshave a look at Facebook’s Guide(www.facebook.com/deals/checkin/business)‘Checking-in’ is areally importantFacebook featurefor ‘local’ businesses.
Connecting the FacebookPage and Main Company WebsiteYour main website, blog andFacebook Page may be individualentities, but they should alsobe linked in some way. This isin fact another very good wayto build links to your FacebookPage.The idea is to promoteyour Facebook Page to yourwebsite audience.All you need to do is create a linkon your website.That is achievedwith a simple bit of code andyour Facebook Page URL.Here is an example:<a href=“http://www.facebook.com/facebook-page-name”>Brand Name</a>.If you’re not confident withthis, or have to implement morecomplicated links, you should seekhelp from your webmaster orsomeone with more experience.
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
AnalyticsThe 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)Facebook 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.
Things to be Careful 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