If Facebook has learned anything from Google, it is that results matter. It’s no surprise that the social giant has jumped into the realm of search with their rollout of Graph Search earlier this year, as they look to position Facebook to be a one stop shop for all online needs and keep users within Facebook for their online needs.
Google’s unrelenting push for relevant results is certainly something that Facebook has watched carefully. While there are no concrete guidelines, just yet, as to optimize pages for Graph Search, there are a few key areas that will give us an upper hand in the search game on Facebook.
Full and Complete About Page
Graph Search is sure to be taking signals from basic information from profiles and pages that would tip off what these pages and profiles are all about. As such, the “about” page should not be treated lightly, but rather give the full picture of the company, brand or person that it is representing. The inclusion of keywords in this area, as well as others, will be important, but keyword stuffing is a no-no. It’s simple enough for repetitive and overused phrases to be muted out by intelligent engines, such as the one that powers Graph Search.
Page Content Relevance
The content that appears on a page’s Timeline should be related and consistent to what the page is being optimized for. As the web moves to be evermore semantic, the rule applies to search more than ever. This include text status updates, as well as media, such as video and images. Descriptions should be given some thought and include triggers that relate to target keywords and phrases.
While vanity URLs might make remembering your Facebook page a bit easier, it will undoubtedly play a role in showing up on Graph Search. Since a vanity name may provide context as to what someone or something is about or related to, URL names will continue to be in the conversation as related to SEO, in this case, with Facebook.
Social Shares and Commenting
While the attributes and areas mentioned above focus on determining context for Graph Search, following the behaviors of users will tell Facebook of the page’s confidence. Similar to how social signals are being monitored by Google for their search results, social activities such as liking, sharing and commenting help to act as a barometer of usefulness and popularity. This is the democratization of the web, where user feedback helps determine what matters, and this will be an important element in Graph Search results.
As Graph Search becomes more widely used and relied upon, the ball will be in Facebook’s court to provide the best possible results. Look for the winners in Graph Search Optimization to be the pages that not only provide the best utility, but also interaction and attention to detail throughout their pages.