Regardless of whether you’d care to admit it or not, Facebook is becoming a very important player in the online marketing industry (you might want to check more on your Influence on Social Media). What this means is that Facebook page optimization is increasingly important, and any well-thought SEO strategy should include optimizing the fan page as well. There are quite a few additional reasons for this, let’s take a look at some of them below:
- Facebook applied for a search patent in the middle of 2011;
- The Facebook fan pages are used as a “second home page” by many organizations;
- The access to user information Google has is nowhere near the access Facebook has, making Facebook an interesting alternative;
- Facebook is constantly working on getting more traffic to their fan pages from the search engines.
Besides what has mentioned above, web users can now make Facebook their homepage. This, in addition to the fact that Facebook wants to offer socially-driven search options, Facebook trying to replace Google as a method for users to find information isn’t that impossible after all. To help with that, we will look at a couple of Facebook SEO tips to help you drive more traffic to your page.
Choose a good name, as a basis for the SEO for Facebook business page
The first thing, obviously, is to choose a good name. It’s the most basic step, and it is also the most important one. There are a few things to keep an eye out for here.
First of all, you might be tempted to stuff a few keywords in the name, such as “ElecShop – Laptop Repairs, Phone repairs, PC repairs”, but this will actually hurt your growth rate. Names like these look like spam, and your fans will stay away from the page instead of engaging with it. They will most likely not even share anything and may resort to hiding your updates from their feed.
On the other hand, if you go with a name that is too generic, you might be shut down from posting updates. What Facebook expects from fan pages is for them to represent real things, real personalities and businesses, and too generic names ruin that.
Create a custom URL for your fan page
After you get 25 likes, Facebook lets you create your own URL so you can easily access the page later on. What is important here is that search engines love URLs, and you should pay attention to this. It is of utmost importance that your URL reflects what your business is about.
If it happens that the URL is already claimed, try including what the business is about in the URL, it might help and you still get a unique URL.
Find strategic locations for the keywords
The basic form of on-page SEO is, and always has been keyword optimization. You have the Mission, Company Description and About pages as areas which are used as SEO elements, so pay attention to them the most. The SEO title is your fan page name, the meta description is the fan page name and the About section, and H1 is the fan page name again.
If you want to be optimized for local searches as well, you should include the Address, City, and other location fields. For product searches, you’ll need the Products fields, as well as Company Overview and Mission.
Create a content strategy, and stick to it
Another extremely important aspect of SEO, is obviously, content. As Facebook rises in popularity, content becomes more and more important, and Facebook page managers let you add extra text to your page, along with hyperlinks and images.
As Facebook becomes a more important player in the SEO industry, there will undoubtedly be more options for content, and maybe even some for blog creation, similar to Joomla or WordPress. What this all means is that you should be adapting your strategy now.
Stick to good SEO principles with the content
The guidelines you’d follow when you want to create a good SEO strategy for the web, apply here as well. Fresh content, outbound links, content relevancy and keyword density are all important factors here, and the guidelines are more or less the same. Content duplication should be avoided, and the keyword rich content should be in the most conspicuous places on the page. That way, the search engines, as well as your visitors, know exactly what your site is about.
For example, the Info tab and About box is immediately visible and keyword rich content that tells people what the page is about is best included here. Now, every visitor knows that your page is exactly the one they’ve been looking for, and can stick around.
Don’t forget your contact details
Even though your main goal might be online sales, many people don’t realize that including contact information such as address and phone number is very important. This way, local search results can bring you, even more, traffic, and it is surprising how many people neglect this. Also, Google’s algorithms put a higher importance on pages which have this kind of specific information, and this very much increases the SEO value.
Put backlinks to your fan page
Google pays attention to how authoritative the page looks, and this is best judged by a number of inbound links that point to your page. This is exactly why bloggers find it so important to have their content linked to from other, higher authority websites, which bring them traffic. The same things apply to a Facebook page too, so putting the link on other channels such as a website, or a Twitter or YouTube profile can help a lot.
Put photos that reinforce the branding
We’re not talking about uploading photos, but the cover photo and profile picture here. The cover photo should be a high-resolution picture which has a clear intent and goes hand in hand with your brand’s style. If you want to attract people to a current campaign, the cover photo is the place to do it. You can also rotate the cover photo to match the campaign you’re pushing at the moment.
Keep in mind that there are varying resolutions at which the cover photo is displayed, and the resolution is smaller on a smartphone. To get more impact, you can add a link to the campaign in your caption, or even a link to your whole website as well.
Optimize your status updates
The first 18 characters of every Facebook post are used as the meta description, and this mustn’t be forgotten. Use them as a good title which will boost your SEO efforts, and include direct links to your website in your updates – that’s another good practice you can follow.
Even if you think that you did all that you can to get your Facebook fan page as optimized as possible, there’s still the chance of missing something. A second, thorough run can see if you’ve missed out on anything. These tips might not do a lot one by one, but if you incorporate them as a whole, you will notice your business’ Facebook presence skyrocketing.
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