Facebook first introduced Graph Search in January 2013, and users are slowly adopting the new search engine functionality. Many Graph Search users probably have not noted any significant difference in the way they use the social media platform. But those who have explored the new tool have noticed some great new search features that will surely have an impact on SEO and online marketing.
You can now search for “places in Seattle, WA that my friends visited”, “friends of friends who work at Clarity Quest Marketing”, or “friends who like music and lived in Austin, TX”. You can further refine your search with a variety of demographic qualifiers.
What does Facebook Graph Search mean for online marketing?
Perhaps the biggest impact of Graph Search is on local search marketing. Users can easily search for “restaurants in Ann Arbor, MI that my friends like” and find a list of dining options that are recommended by friends.
There is not yet any conclusive strategy for ranking highly in Facebook’s Graph Search results. A good first step is to make sure your Facebook profile is filled out completely. Add photos and videos, build friends and fans, accurately fill out business information, and be sure to update your page regularly with relevant, engaging content.
Although we don’t know exactly what’s included in Facebook’s ranking algorithm, we can safely speculate that page likes is one of the strongest ranking factors. This means that local businesses that have already set up a company Facebook page and amassed followers are at an advantage over their competitors. If you’re looking to build likes, consider running a strategically targeted Facebook ad campaign.
Limitations
When a user enters a search query in a format not suitable for Graph Search, Facebook will display the Bing SERP for that search query. This means your traditional SEO should be in order and Bing pay-per-click advertising will play an important role. As more people adapt to Graph Search and learn its functionality, this problem will become less prominent.
To try Graph Search, request access here.
For more insights from a technology marketing agency, contact Clarity Quest Marketing online, or call (877) 887-7611.
Author: +Brian Shilling
