Optimizing Your Business Facebook Page for Search - dummies

Optimizing Your Business Facebook Page for Search

By Jan Zimmerman

Take advantage of myriad opportunities to gain traffic from your business’s Facebook pages by applying optimization techniques. Next to blogs and LinkedIn, Facebook pages offer the largest number of opportunities to use SEO on social media to reach people who don’t already know you.

The Search function on Facebook doesn’t work particularly well, but you still have a better chance to be found in an internal search if you follow best practices for SEO. The techniques described in the following list provide opportunities for some of your Facebook pages to appear in search engine results:

  • Use, as your Facebook business page name, an easy-to-remember version of your business name, alone or combined with a search term. Try to use the same username on both Twitter and Facebook, for branding reasons. Facebook doesn’t like generic names.

  • In the websites field on your business page (previously called a profile), list all relevant domain names, including your blog and other social media pages. Later, you can place links to your website or blog or another type of social media within your posting stream.

  • Place keyword-loaded content in the first paragraph of every field, to help with onsite product searches. Note: Contact and address information also help with local searches. Your page description meta tag may work well in the Mission field because it’s already optimized for search terms. Include in the Products field all your brand names and all the products or services you offer.

  • As on Twitter, popularity matters. The more Facebook Likes you have, the more internal links you have to your own page. Even better, when people comment on or recommend your content, Google sees reciprocal links between your page and your friends’ pages, which may increase your PageRank.

  • More search term opportunities abound if you use HTML rather than iFrames or Fan graphics on a page. You can create additional tabs to display text or images or links. Try to use a good search term in any tab name (limited to ten characters) and include text links in your content. It’s a pain, but you can do this on your own.

You cannot “own” your Facebook URL, even after you claim your name. Your pages are still an extension of Facebook. This situation constrains your ability to advertise with it online, because you can’t link from a paid ad to a page you don’t own. You can’t even submit the name Facebook.com/yourcompany to certain directories.

Search engines cannot “read” a graphical fan page or content within an iFrame. However, Google monitors wall postings in its real-time search, and all search engines can read your profile.

For an independent assessment of the quality of your business page (not fan page), try Facebook Grader from HubSpot. Links from Facebook to your website are visible under the Referrer section in Google Analytics.