Fan Page Optimization: Facebook Search

Many businesses are interested in using Facebook to reach out to their customers and prospects, but simply don’t know where to start. Some “go for it” and dive in feet first, while others suffer from “paralysis by analysis.” Perhaps the best way to use Facebook may be a cross between the two: do some research, assess the opportunity and step in when warranted. Since research is the first phase, I’d like to touch on several Tips on Getting Your Fan Page Found in Facebook Search as described in a Search Engine Land post. Facebook Search is the platform’s internal search function and businesses that do a little advanced planning can increase their odds of success.

Facebook Fan Page: First Steps

Facebook Page Name: Use Your Brand – This is the name selected when first creating a page, so serious consideration must be given before establishing the page! Selecting the proper page name will make or break the page’s ability to be found.

Brand Your Facebook User Name Too – A company’s Facebook username will dictate the URL structure. For example, a username of “Taco Hut” would produce “http://www.facebook.com/tacohut”. While not a major factor in Facebook’s internal search, it will make it easier for users to find yourbusiness.

Create a Complete Company Profile – While there is no indication that this will optimize a page for Facebook’s internal search, it makes common sense to tell users about the business; this should also help results for external search.

Fan Page Operation: Next Steps

Create Fresh & Unique Content Regularly – As with any social media platform, the creation of unique content creates value that cannot be obtained through any other source; it will also help the page be found more easily. Why would a user become a fan if the information is simply being regurgitated from a series of RSS feeds from other sources?

Actively Build a Following – Pages with a greater number of Fans rise in the Facebook search results, so businesses should actively promote their pages. This can be done using everything from including a mention of the page in traditional print adds to running ads on Facebook itself.

Links Are Your Friends – As with most online destinations, links act as votes of confidence and deliver more traffic to your page which should increase Fans and positively affect Facebook internal search.

Love Bing – Most companies with an online presence have employed some form of SEO. Generally, what’s good for one search engine will be good for all. Since Bing results are included in Facebook internal search results, spending some time on some Search Engine Optimization can help in Facebook.

Advanced Fan Page Steps

Advertise on Branded Interests – I’ve heard mixed results about advertising on Facebook, but focusing on targeted “interests” versus specific keywords seems to make sense. Frankly, I don’t know enough about targeting interests so I can’t offer an educated opinion.

In conclusion, any company interested in developing a presence on Facebook can dramatically improve its visibility and the likelihood of success by considering these simple steps. With a little advanced research and some careful planning, optimizing for Facebook Search should help any business ready to dive in to enjoy their swim.

Bill Rowland