It has been about a month and a half since Facebook launched its graph search to a select few, and while it’s still in limited beta, the new search proves to be a potential game changer in the realm of SEO. It would be remiss for any search engine marketing company to wave the graph search off as another failing trend. Let’s see why you might leverage the graph search for your company when it does eventually launch.
What is Facebook Graph Search?
Facebook has a massive audience (understatement of the day), and while most Facebook users log into Facebook to interact with friends and discover things via News Feed, there has been potential for a comprehensive search function that allows users to search through their social graph.
What’s a social graph? The social graph describes a user’s personal relationship with other Internet users. It’s the web of connections between persons, showing how they are related to each other and to everyone else.
With Graph Search, users can search their social graph for people, businesses, interests, and much more. You can look for “people who like cycling,” “pizza places in New York that my friends have been,” or “hotels near the Grand Canyon.” It’s different from Google’s search, but also really similar at the same time.
Graph Search and SEO
What this means for a business—hotel, restaurant, search engine optimization company, or other brand—is even more exposure, new clients, and higher traffic. Although the Graph Search is still in its early stages, there are a few things you can do to ensure that you get seen by the Graph Search.
The main thing you can control when it comes to leveraging the new search is your Page. Make sure the name, URL, and information you post in your “About” section help people find your business and give users an idea of the company’s personality.
Create categories and sub-categories for your Facebook profile.
Make sure the address on your location or local place page is up to date.
Tag photos with relevant keywords. Include a description of every image you do upload.
Remember that, should Facebook need to find content not in its graph, it will pull from Bing’s search results. Make sure your non-Facebook Pages are optimized for Bing’s search.
And the number one rule for taking advantage of Graph Search: create great content. Facebook has always considered the “best” results based on how many people have talked about a photo, video, or text post. Give your users a reason to like, share, and interact with your content and you should have no problem gaining exposure.