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Facebook SEO


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Facebook SEO

  1. 1. Copyright 2011 LLC<br />Facebook SEO <br />Janak Mehta<br />PR Easy<br /><br />
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  4. 4. Copyright 2011 LLC<br />In This Session<br />Facebook SEO<br />Steps To Optimize Facebook Page<br />Edge Rank<br />
  5. 5. Copyright 2010 LLC<br />
  6. 6. Facebook Page Vs. Website<br />Copyright 2011 LLC<br />
  7. 7. Anatomy Of Facebook Search <br />Copyright 2011 LLC<br />The first level is Facebook Autosuggest (also referred to as “Auto-Complete” results):<br />just start typing your search term to get instant results right below the<br />search box:<br />
  8. 8. Important To Remember<br />Facebook search results are unique to each user<br />Facebook search is likely to heavily rely on connections<br />It relies on exact match: for example, [blogging] versus [bloggers]: <br />Copyright 2011 LLC<br />
  9. 9. Blogging Vs. Bloggers<br />Copyright 2011 LLC<br />
  10. 10. Optimizing Facebook Page<br />Copyright 2011 LLC<br />
  11. 11. Copyright 2011 LLC<br />Keyword Rich Page Name <br />
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  14. 14. Smart Vanity URL<br />Copyright 2011 LLC<br /><br />
  15. 15. Select Right Category<br />Copyright 2011 LLC<br />
  16. 16. Use Info Tab & About Box<br />Copyright 2011 LLC<br />
  17. 17. Copyright 2011 LLC<br />Use Info Tab & About Box<br />
  18. 18. Facebook Page Notes<br />Add Twitter Favorites, Blog feed. <br /><br />Example: “lawn sprinkler repair michigan”<br />Copyright 2011 LLC<br />
  19. 19. Add Tabs To Your Page<br />Copyright 2011 LLC<br />
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  22. 22. Copyright 2011 LLC<br />Build Links To Page<br />
  23. 23. Copyright 2010 LLC<br />Like Box<br /><br />
  24. 24. Copyright 2010 LLC<br />Use Facebook As Page<br />
  25. 25. Use Facebook As Page<br />Copyright 2011 LLC<br />
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  27. 27. Edge Rank<br />Copyright 2011 LLC<br />
  28. 28. Edge Rank Simplified<br />Affinity = The relationship between you and each individual fan<br />Weight= Photos > Videos > Links > Status updates > Apps. <br />Time = The more recent your post, the higher your EdgeRankscore<br />Copyright 2011 LLC<br />
  29. 29. Copyright 2010 LLC<br />Image source: Likable Media<br />
  30. 30. Object Vs. Edge<br />Copyright 2011 LLC<br />
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  34. 34. Copyright 2010 LLC<br /><ul><li> 0-3 = Below average.
  35. 35. 4-7 = Average.
  36. 36. 7-20 = Above average.
  37. 37. 20 + = Excellent.</li></ul>Pages with a very low amount of fans (<100) will most likely result in very high numbers due to a small sample size.<br />
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  39. 39. How To Increase Edge Rank<br />Ask Questions<br />Ask Opinions<br />Incorporate relevant photos <br />Add videos <br />Include links in posts<br />Interact with Fans<br />Relate to current events<br />Keep it “Fresh”<br />Copyright 2011 LLC<br />
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  41. 41. Discover How Video Marketing Can Help You Get More Leads, Build Trust In Marketplace And Increase Sales<br />Date:Thursday, June 16th, 2011               <br /> Time: 6:00 pm to 9:00 pmLocation:  Eastern Michigan University38777 Six Mile RoadSuite 410/411Livonia, Michigan 48152To Attend Please Call: 734-743-1736OrRegister Online:<br />Copyright 2010 LLC<br />
  42. 42. Copyright 2011 LLC<br />
  43. 43. Facebook SEO<br />What it does: Facebook internal search<br />helps users find content; Google and<br />Bing also rank Facebook Pages.<br />Why it matters: Pages that are well<br />defined and optimized will get higher<br />rankings both within Facebook and on<br />the major search engines.<br />Copyright 2011 LLC<br />
  44. 44. Facebook SEO - Why<br />Your Facebook Fan Page can outrank Your website<br />Facebook has higher page rank<br />More Traffic than Google<br />Perez Hilton is getting 7Million visitors/month from Facebook(source: hitwise)<br />Virtually zero competition <br />Very Few SEOs are focusing on Facebook<br />Copyright 2011 LLC<br />
  45. 45. Anatomy Of Facebook Search <br />click to “See more results for…” to get to “Advanced Facebook” search results<br />Includes Pages, Friends, Posts By Friends, Applications and even web results ( powered by Bing).<br />Copyright 2011 LLC<br />
  46. 46. Important To Remember<br />Facebook search results are unique to each userYou never know what your friends or just random users will see for any given search query. <br />Facebook search is likely to heavily rely on connections: how “close” the user is to each page - how many of their friends Like it or even how many Friends of Friends Like it.<br />It relies on exact match: for example, [blogging] versus [bloggers]: <br />Copyright 2011 LLC<br />
  47. 47. Copyright 2011 LLC<br />Keyword Rich Page Name <br />The name of a Facebook Page is also its actual page title tag ( You can change uptill 100 likes)<br />Facebook search is biased to “exact match”: your page will only have a chance to show up if it has the exact word the user types in the search box.<br />Rule of thumb: Name your page after your brand without trying to make it too descriptive. BUT make sure to use your full name and break into the separate words<br /> Example:<br /> “Social Media Michigan” is better than “SocialMediaMichigan”<br />
  48. 48. Select Right Category<br />Make sure to specify Category and Subcategory. <br />It will help the listing to be more easily identified in Facebook search results.<br />Copyright 2011 LLC<br />
  49. 49. Use Info Tab & About Box<br />Copyright 2011 LLC<br />Fill “About us” box and “Info” tab to describe the business. <br />These fields offer more “indexable” content for search engines.<br />
  50. 50. Page (In-)Links:<br />In Facebook ‘off page’ focuses on having users Like your Page:<br />Facebook Like = “vote” for a Page. <br />Facebook uses Likes to measure both page popularity and relevancy to each separate user.<br />More Likes = More links (search engines love)<br />Copyright 2011 LLC<br />Build Links To Page<br />
  51. 51. News Feed Visibility => Edge Rank<br />Copyright 2011 LLC<br />
  52. 52. Edge Rank Simplified<br />Affinity = the relationship between you and each individual fan. That is, how often a fan views and interacts with your Facebook page and individual posts. Plus, how much you engage with your fans: Facebook rewards you for building relationships!<br />Weight = typically, photos receive the highest weight, followed by videos, links, status updates and apps. Manual posts receive more weight than posts by apps.<br />Time = the more recent your post, the higher your EdgeRank score. A popular piece of content will stay for a longer period of time in the News Feed of your fans.<br />Copyright 2011 LLC<br />
  53. 53. “Overall, EdgeRank is based on three factors: affinity, weight and relevancy. When multiplied together, they have the ability to push your content to the New Feed’s ‘Top News,’ where fans will be able to see what your brand has to say. For instance, an image with dozens of Comments will have a higher affinity score than a status update with a few ‘Likes.’ In addition, and object’s relevancy will help determine how high it will appear within the ‘Top News.’ Any item that appears within the News Feed — such as a status update or video — is called an object, and any action taken on the object — such as a ‘Like’ or Comment — is called an edge.”<br />Copyright 2011 LLC<br />
  54. 54. The Page Wall:<br />Update your regularly (at least a couple of times a week) with content about your niche, domain, business. <br />It keeps the page “alive” and keeps both the search engines and the people coming back. <br />Wall posts shows up in search engine Facebook search data expires after 30 days<br />Page updates show up in both the Auto Suggest and Advanced Facebook search results which makes the Page easier to find. <br />Copyright 2011 LLC<br />Page Wall<br />