Tips for SEO-optimized Facebook pages

Tips for SEO-optimized Facebook pages

The activity of Ukrainian companies in the world’s largest social network is growing. Today’s publication – just for those who are interested in creating a page that can generate a quality audience interaction with the company and the services and products that the company promotes.

Publication Matt Owen (Matt Owen), working in Econsultancy manager of social media, entitled «SEO tips for Facebook Pages» focuses on how to optimize the company’s Facebook page with the traditional view of SEO-factors.
With Matt, we contacted in advance, to get agreement on the transfer of this material, and he gave us said that “the team Econsultancy will be glad if this publication will be translated.” Publish the translation, which – we hope – will delight not only Matt and his colleagues, but our readers.

As soon as Facebook is becoming increasingly important platform in terms of commercial promotion, brands are beginning to redirect users to pages on the social networking sites on the page and stores.

Unfortunately, it is difficult to include in the SERPs pages of companies on Facebook, even for large business owners.

In my opinion, many will be helpful to familiarize yourself with some techniques of fast optimizing pages on Facebook and parallel problems in the SEO-optimization, which are transitions from a page on a social network

For a start – a little help:

In 2010 the word “Facebook” was the single most popular search query in Google, which in this case generate almost 25 billion individual searches by users.

During this same period, the company told Facebook that internal search traffic doubled to about 2.5% of search traffic in the U.S. (for this we go back a little later).

It is easy to imagine that the figure in the future will only grow as the number of new users who are completely natural to the idea of ​​using the internal search engine to Facebook as a separate search service.

The above-mentioned figures are impressive in any case, and taking this into account, we can say that ordinary users do not always go to the site using conventional search engines. So, this indicates that the already huge social network continues to grow, and it grows at the same rapid pace.

In spite of this, as evidenced by data in the study in 2010 of Brightedge.com, of the 200 companies listed in Fortune 500 companies, 70% were not included in the top 20 search results in Google, even at the request of the specific terms relating to these brands.
There are several reasons why hard to get a substantial impact SEO-using Facebook, but should start with the obvious reason: Google and Facebook can not stand each other.

OK, this statement is, of course, provocative and not entirely honest character, but the “street” SEO-terminology is an explanation of the situation is – unfortunately – the most accurate.

Despite the confrontation in a professional field, the optimization results for an external search is quite honestly and accurately. Facebook allows a limited amount of information indexed by social network outside, so at least you can eliminate the need for “build” their own way, “overflow” traffic from social networking to the main site. Let’s see, what specifically can be used for this purpose (available to users of tools).
“Laika”

Continuing all the talk about how important an influence on others in social media, but this factor on Facebook’s popularity means very, very much.

How and by what would get her an extra portion of “Laikov” – a topic for separate discussion, but it is important to you in the first place – is the ability to create permanent relevant and interesting content that engages the user’s interaction with the main site and your page .

URLs and page titles to the demands

This is – the most visually clear and visible element of a social network. Make them so that they meet the challenges of branding and were moderately short. Also do not forget about the other channels of communication that you use to communicate with customers and audiences.

If you have a Twitter account called @ GreatDonuts, do not call your page on Facebook ‘products under the brand Great Donuts’. It sounds as if it is obvious, but very often – for obvious queries.

Privacy Policy

I do not want anyone to teach, but have witnessed many cases where confusion privacy settings leads to that page, administrators simply block access to it for a wide range of users and page view is possible only to a limited number of persons.

To bring their content and redirect people to your site, just make twice what your page can easily find and access content on it everyone, users of social networks.

Multimedia

Not only if there is a group or a creative team of multimedia content – photos, videos – a very important tool for you. I hope that anyone who seriously engaged in marketing, is optimized for things like the use of multimedia content, tagging of photos and video (especially when working with your page on a social network used by external CMS). But again – a great role is played by coherence in the interaction with the content.

Company Info

Here is one of the most important sections of the corporate page, where you place keywords. Do not forget to seat an intelligent SEO-copywriter to properly optimize your page text boxes that contain a description of the company, a list of contact information, etc. sections.
Most visitors to your corporate pages do not read the information about the company, but it is – a great site for placement of text arrays, saturated “of keywords” and information about the company. And of course, do not forget to mention the brand (and better – link to the website) in the “About”.

And everything else …

After restarting functional iFrames, each landing page within a social network can be converted into a separate corporate microsite with the list of optimization, which can only afford in SEO, so do not take the time and effort to make sure that you have optimized the whole contained sufficient content.

Do not rely solely on the popularity of the brand and its credibility in attracting an audience and traffic. Will help you attention to detail and integrity in our understanding of why and what you do in a social network.

Unfortunately, there are explicit constraints on the life cycle of content and interact with them through social media. Most of the publications of the material collected in Facebook for almost half of responses from the user (by pressing the button “Like”) in the first 90 minutes after placement, with a gradual decrease in activity by 95% for the day after publication: you have a very small “window” to use the opportunities to attract attention to your content.

Also worth noting is the relative complexity of building a “white” campaign, the surge in information links on the page tabs (wall, profile, etc.) except when you run a long campaign or spend something truly fascinating (note that still have to wrestle with the problems of usability and user experience).

Usually, on additional navigation tabs on the page of a social network is not optimized, and this means that redirect to a previously posted content can confuse the user. In addition, in the first place on search results pages (SERP) there is fresh “posts” and change, rather than the old, which send out the internal tab.

As mentioned earlier, all of the above ways to optimize completely straightforward, but unfortunately not all of them are sufficient for SEO of your pages in a social network.

Do not count SERPy

It is often said that Facebook – it’s “a garden behind a stone wall” that prevents your movement no matter which side of the wall you were. Currently, the number of Facebook users is approaching 700 million people. One more impressive figure, which – as you will confirm any expert on social media – simply can not be ignored by any company.

Remember that Facebook users redirected to your site to purchase goods or services is often the main cause of failure transitions.
Members Facebook “sit” on Facebook, they do not want to “sit” on your website. This situation can be seen in many companies that rushed to build its business model F-commerce in an attempt to reduce the rate of non-transitions.

It does not matter whether you are creating a social network based on the second home page or going to all of its business transferred to a social network platform, ignoring the risks that would arise if “lay all your eggs in one basket” with a label Facebook, – sooner or later those who are searching for your products or services on Facebook, find them and stay there.

From the standpoint of SEO, this means that the concentration entirely on handouts in SERP’ah may not be the best tactic, but instead it is makes sense to optimize your page on a social network so that it is better to index the internal search on Facebook.

As soon as you enter a search query into the search box on Facebook, Facebook automatically completes the request and moves you to a page with the highest rated issuance. In many cases, the issuance of such a page is determined by frequency of mention and the level of popularity. But there are several factors that can help your page to appear in the first results of the automatic correction. Yes, the option “search more” will not go away, but except in cases where users only imply a specific page, most of them never udosuzhatsya use this option.

Optimization based AutoCorrect / autocomplete

Again, remember: Facebook all search forms, taking into account the personal preferences of the user, and moves up selected results due to a learning algorithm.

The operation of this algorithm is far from ideal, but if you type in the search box “Pizza Hut” a couple of times, the next time Pizza Hut will begin to appear in the proposed search results, you should just dial “PI”. This functionality can be particularly useful for local or regional business that is interested in repeating the local transitions of specific groups of users. Work AutoCorrect and autocompletion based on user names, user history and the history of searches and the activity of your friends. Then, all these results are balanced with the many add-ons and applications used, and this is where the trouble starts.

By optimizing the imperfections, it is important to make changes based on algorithms Facebook. At the same time better to make a number of changes, let’s talk about the main components in more detail.

Pages and posts

There are important keywords. When you set up the page, use developments in terms of branding and creating an integrated structure of the page. As for the personalization of search results, there is no other way to redirect the target audience, but the use of advertisements with the positioning on a geographic basis.

Questions

Currently, Facebook is actively promoting functional questions (Questions). They mean a lot in the results of an internal search, so do not neglect this functionality in the work of a manager who is your corporate social network page. However, questions also have no effect on the external search results, so first of all recall the importance of this functional for the internal search engine on Facebook.

There are several concrete steps to optimize:

Klyucheviki title and repliesLinks to the answers: you can refer to many related pages using the field “‘Add options”. Precise data on how it affects the internal search engine issue, not yet, but definitely better when connected to your business page will be listed as active links in the variants of answers.Groups and Applications

Group, and applications do not seem too important tool for Facebook, and perhaps this is due to the potential for conflict with the interests and objectives of branded pages. What to remember – it’s about a few points:

You or your friends nesposredstvennye in social networks – are members of the community / users toThe total number of active participants.Key words in the title of the group and published content.Also suggest that the name of the administrator pages may also be a factor affecting the issuance of a search (if the administrator’s name to include one of the keywords associated with Bernd or trademark).

Accurate information about whether this is so, no, because it all depends on your activities to attract new users to the page.

Activity

With the advent of functional Places, Events tab (Events) has come to mean more for those who want to ensure that the binding held by exhibitions, conferences or other merporiyaty to be active in a social network. But while this functionality is difficult to optimize for the problems of SEO.

Experiments enthusiasts with the search results in Facebook suggests that there is little effect on the issuance of the order in which the site is carried out or that event and how many users of social networks are its members. But we can assume that these data are indexed as the growing importance of geolocation functionality Places. You can perform a few basic steps of optimization:
In the first place in the name of the event specified keyword.Collect a maximum of participants who confirmed their participation corresponding to the “tick” at the prompt.And even if there is no direct effect for SEO, this tactic may well be regarded as a competent PR-course and will help attract a wider audience.

In addition (though with very great care) you can invite users to visit your event, please contact them directly via email.
In addition to the above, we can also consider the fact that indexing and searching in a given social network produces Bing!; But this does not mean that in future the issue of search engine search engine will be better than the interaction between Facebook and Google (search engine until it meets the for an internal search).

Currently, optimization of corporate page on Facebook – fairly linear, simple and succinct in-time process. Results from the implementation of this optimization may be different, but there is a sense as to make the necessary changes where possible.

As for the optimization of sections on the page, there are still a number of factors, of which we can make assumptions, but there is no precise information. So do not forget to apply the same principles of optimization of content for everything that you put in and write your page in a social network. In addition, users like short titles and positions, so consider this as well. In addition to the reputation and influence on the audience of the brand is important and how willingly people comment and share your content, and optimization can help you with this.