I want to share a few easy things you can do to optimize your business Facebook fan page for search engines.
The first step to optimizing your site for search is to identify the best keywords you should use. Keywords should be selected on the basis of how potential customers who have NEVER heard of your brand name but who NEED your goods/products/services are searching for providers.
Keywords are tricky to pick out but with a little help from Google’s keyword tools (insights, trends, sets, etc) you can uncover not only the right words and phrases but the search volume itself. Try and find good keywords and link them to your company name as you choose your Vanity URL.
Make sure your Facebook Page URL represents the identity of your business and your brand.
Part of the process to get a vanity url is to have 100 fans on your page. Once you get more than 100 fans you can implement this SEO element with Facebook.
Once you have investigated and selected the best keywords and selected your vanity page URL it is time to concentrate on the actual optimization of your Facebook page. Here are some general guidelines for on page optimization:
- Add keywords to your “about” box
- Place your company website link url in your profile
- You can add more than one URL so add your Twitter link, LinkedIn profile link, etc.
- Publish interesting content on a regular basis that is related to your products or industry that is not ‘salesy’
- Use keywords in everything you post if possible
- Be social, interact, evoke comments
- Add video from YouTube, add photos or products, your store front, etc.
- Find links related to your site content.
- Put your Facebook page url on your email, newsletter, website, etc.
The “About” text is the place to pack your description with keywords as close to the top of the page as possible. There is a 250 character limit so use keywords in your text and be selective.
The “info” tab is a critical place to include more keywords/phrases as well as your links to your website and other social networks where your brand has a presence. This is essentially where the descriptive metadata for your fan page is pulled by the search engines and really boosts your content score.
Facebook has a super high page rank with all the search engines therefore it is critical to have your website on your Facebook page to provide a valuable link.
To have your website displayed on your main profile page click access the information box on the left side of your profile page.
Click on the yellow pencil and you will be able to edit the box. Check the box “website” for your site to be displayed. Now visitors can go directly to your website.
Here are some things to add to this box:
- Local Search Information – complete address for a brick and mortar business or city, state, and zip if you work from home or only have PO box.
- Company Data – Mission statement, Products, Services, Brands carried
- URL – add links to your website, blog, and other social networking personal pages
Status updates are a great place to post direct links to your website; however, you want to do that judiciously. No one likes to be sold to or constantly pitched.
Since Google really likes pages that link to relevant sites, posting relevant related links near the top of your page’s structure are legitimate Google boosters for your Facebook page.
Post the raw URL in the status update frame or use the “attach link” feature. Posting the raw url Facebook automatically links the text to the URL. The resulting anchor text is what it is…you can’t change it; however, the url is linked directly to the destination page and does not have Facebook.com as part of the menu bar on the destination page.
If you use the “attach link” feature Facebook pulls the title, body, and any images from your page and creates a suggested image and text to the side of your page’s link. This is great for increasing your keyword density too by changing the anchor text before “sharing” your link.
This link will go through a share url that places the destination url in an iframe that has the Facebook menu bar at the top. It will also include a share feature as well as a place for comments.
Content is still king so what you post beyond URLs can influence your searchability. But highly optimized keyword rich content is useless if it is not interesting and varied.
Photos are terrific but add keyword rich captions perhaps with a geo-targeted keyword for additional mojo.
Post an event and include text and keywords as well. Create a discussion forum for those events and to discuss brands and product reviews, etc. All the content you share on your Facebook Pages are indexable by search engines.
There are even some offsite things you can do for your Facebook Page. One of these is getting inbound links from you website and vice versa. Reciprocal related linking from related and authoritative websites help your PageRank.
Put a Facebook badge or Facebook Fan Box widget on your website to encourage your website followers to link back to your Facebook page. Links from other Facebook pages are also a form of inbound links to your page.
The more fans you have the more links you have to your Facebook page thus adding to your “Google go juice.”
Encourage your followers to comment and discuss topics on your page. Get them to “like” content on your page as that links their name back to their profile page thus creating yet another back link. When Google’s spiders see that your fan is commenting on your page as it is indexed Google sees reciprocal links. This type of linking is heavily weighted.
SEO is important to all that you post on the internet related to your business. Growing your social media connections on Facebook is greatly aided by simple search engine optimization tactics. You can do a lot to maximize your brand’s exposure to search engines through your Facebook Fanpage.