Facebook Graph Search: Best Practices

It’s time to become familiar with Facebook Graph Search. On January 15, 2013, Facebook released Graph Search. This is Facebook’s first attempt at a search engine and is only available to a limited set of users at this point, but will gradually roll out to more over time.

Facebook Graph Search is based on a social graph and currently handles four key areas: photos, people, places, and interests. Users’ Facebook search results are personalized based on their connections. When performing local searches in Graph Search, Facebook pulls places that your friends and connections have liked and visited.

Facebook's Graph Search

Tips and Tricks to Optimize your Business Page for Facebook Graph Search

Page URL and Title

  • Secure a custom Facebook URL (ex: www.facebook.com/435Digital)
  • Be sure this is clear and a direct reflection of your name. The title needs to be relevant to your brand or business.
  • You want to ensure users can find you. The best way to do that is to add your Facebook URL to your website.

Content – Images

  • Sharing of content has become the key to appearing in Facebook’s Graph Search.
  • Make sure your content is related to your business.
  • Use high resolution images.
  • Encourage people to interact with your content, but use this technique sparingly.

Engagement – Likes matter

  • Likes and Check-ins are important for Graph Search.
  • Check-ins are especially important for local businesses. Be sure if you are a local business you have the category ‘Local Business’ selected and provide your full address (street, city, state, zip).

EdgeRank – Facebook’s Algorithm

  • This algorithm determines how, when, and if a post appears in a user’s News Feed.
  • The more a user interacts with a page (liking, sharing, posting, commenting, etc.), the more that page’s content will appear in that user’s News Feed.
  • If you fail to engage users, their ‘Likes’ are almost useless.

Profile
All of the following must be filled out completely:

  • Category
  • Subcategories
  • Address/Location
  • Short Description
  • Description
  • General Information
  • Contact Information
  • Food Styles
  • Specialties
  • Services
  • Team

Facebook Graph Search Chart

Source: BrightEdge

If you have not already requested Facebook Graph Search, maybe it’s time to give it a try. As a business, you should take advantage of how Facebook will be presenting controlled data and how you will plan to adapt to the changes. In some cases, it might mean switching up your social media strategy.

While ‘Likes’ are important to every business owner, you must also realize that engagement is going to be the driving factor of who sees your content. This means coming up with creative and reactive content that gets people engaged. As stated earlier, it’s effective to occasionally ask people for engagement. (Ex. “Like” this photo if you wish you were on vacation.) Just don’t do it too often or it may have the opposite effect. Driving those ‘Likes’ on posts will only help you rank more prominently in a search.

While Facebook Graph Search is still rolling out, take advantage of the extra time, think about how Graph Search will affect your business, and how you can benefit from its features.