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Social SEO: Facebook Internal Search & Fan Page Optimization
Posted By Caleb On January 31, 2011 @ 6:01 pm In Basic SEO Tips,Search Behavior,Social Media & SEO | No Comments
The last SEO Boy blog post of January 2011 and boy, do I feel late to the party with the information I am about to give you? (Insert fake marketing presentation enthusiasm here) Did you know:
While I typically cringe when hearing these blanket, pro-social media statements, there is one thing I have to say about them. They are true.
Facebook accounts for approximately 2.7% of the search volume on the Internet. While this might not be a significant number to those of us in the SEO business, you can bet 2.7% percent is important to those brand and community mangers out there. Thus, when ranking organically in the independent states of Twitter or Facebook, small businesses can expect a have a pleasant boost on their overall marketing goals.
This first part of this blog post will help you navigate the young, convoluted, and ever-changing Facebook search landscape, while the second part of the post will help you to coordinate a social SEO strategy that will complement your overall SEO marketing plan.
Social SEO 101: Facebook Auto-Complete vs. Facebook SERP
There are two primary ways to search in Facebook. The first is through AutoComplete, the prominent search bar displayed in the top, center of your Facebook page.
The second way to search on Facebook is the more traditional search engine results page with pre-determined search filters (pages, people, web results, events, etc.).
True to the Zuckerburg mentality that Facebook knows what you want more than you know what you want, type a search term into the AutoComplete box, hit enter, and Facebook directs you to the first result in its auto-complete form (and not to a full SERP like in Google). To get to a full search results page, it takes an additional click on the “See more results for…” button.
The auto-complete is the best place a brand or company can rank. The most important item to note, however, is that in Facebook, personalization factors carry more significance than search volume. In other words, the more your brand’s content is shared and the more your organizations Facebook page is liked, the better your chances to rank. VerticalMeasures.com  does a nice job of summarizing how the AutoComplete box ranks:
- That user’s name
- Events that user has been invited to
- Questions with the search term in it
- A friend of the user with the search term in the name
- A friend of a friend of the user with the search term in the name
- Groups that the user has joined
- Apps used by that user
- Pages that user has liked
- Pages related to that users interests
- Pages that users friends have liked
Facebook SERP Layout
The Facebook SERP offers a number of variables you can limit your search by: People, pages, web results, events, groups, etc.
Facebook defaults to the “All Results” search variable, which intermingles apps, events, people, pages, and all other Facebook goodies together in one results page.
Like AutoComplete, there are a few bits of knowledge that can help your organization and brand rank in the more traditional Facebook search:
- People, a.k.a friend or second degree friend with keyword in name
- Pages with keyword in page name in tandem with total likes. Can outrank friend with keyword in name… sometimes…
- Posts with keyword in posts (status updates, links shared, etc.)
- Web results, fueled by Bing (important to note for the blurring of lines between social media and search)
Source: AimClearBlog.com 
Imrpoving Ranks in Facebook Search
To optimize your company’s fan page for Facebook searches, content managers should concentrate on integrating target keywords into the following areas:
Hopefully, this will stand as a starter guide for how the internal Facebook search algorithm works. In addition, the 8 steps above should guide you through the basic social SEO marketing strategies. For a more comprehensive guide to all things Facebook SEO and Ranking , check out aimClear’s study on Facebook’s internal search. AimClear has provided a great resource for us SEO specialists just beginning to dabble in the social SEO realm. Kudos!
Article printed from The Adventures of SEO Boy®: http://www.seoboy.com
URL to article: http://www.seoboy.com/social-seo-facebook-internal-search-fan-page-optimization/
URLs in this post:
 probably: http://webupon.com/search-engines/what-are-the-most-searched-words-on-google/
 Image: http://www.seoboy.com/wp-content/uploads/2011/01/auto-completesearch.tiff
 Image: http://www.seoboy.com/wp-content/uploads/2011/01/ironwine_search.tiff
 Image: http://www.seoboy.com/wp-content/uploads/2011/01/autocomplete-one1.tiff
 VerticalMeasures.com: http://www.verticalmeasures.com/social-media/ranking-in-facebook-search-take-notice/
 Image: http://www.seoboy.com/wp-content/uploads/2011/01/FB_serp-options.tiff
 AimClearBlog.com: http://www.aimclearblog.com/2010/11/09/facebook-seo-ranking-factors-visibility-hacks/
 The Basics of On-Page Keyword Optimization: http://www.seoboy.com/basics-of-on-page-keyword-optimization/
 Using Facebook with Local Search to Increase Brand Awareness: http://www.seoboy.com/using-facebook-with-local-search-to-increase-brand-awareness/
 Google Personalized Search and Social Media: http://www.seoboy.com/google-personalized-search-and-social-media/
 Why You Should Set Your Facebook Username Now: http://www.seoboy.com/why-you-should-set-your-facebook-username-now/
 Facebook & Bing Could Show What Happens When Everything Is Liked: http://www.seoboy.com/facebook-bing-could-show-what-happens-when-everything-is-liked/
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