Optimizing your Facebook Page for Graph Search
In our previous posts, we have stressed on the importance of SEO and how essential it is to your nonprofit’s marketing efforts. In this post, we’re back to talking about optimizing for the latest search tool in town; Facebook’s Graph Search.
Released to a select group in March 2013, Graph Search is an enhanced version of Facebook’s existing search tool. With the new Graph Search, one can search for users based on keywords (such as location, likes or interests). For example, say someone searches for ‘My friends
who like nonprofit technology service providers
in New York City
”, then a list of all such service providers in NYC will be displayed and since these keywords match what we have on our WebServes Facebook page, our organization will be a part of the search results too and this way, we can broaden our reach.
The key to this search is that it is only as good as the amount of content
that has been publicly shared by the users. For instance, if one does not share their content publicly then it would be hard to search for such people.
Keeping that in mind, here is a list of to-dos that will help you make sure that your Facebook page is optimized for Graph Search.
1. Have complete information about your nonprofit
For starters, your Basic Information
section should be complete and up-to-date. Make sure all the fields on this page are filled out with the correct keywords so that traffic is directed to your page. The Place Sub-Category
section is sometimes overlooked; so pay special attention to this field and fill it out with keywords that define your nonprofit.
2. Have a distinct username
The default URL for your Facebook page is SEO unfriendly and a bit of an eyesore to look at too. For example if your page URL reads something like this: www.facebook.com/pages/webserves/123456789
, then you must
create a username which will be good for your overall SEO. The process is very simple. Just go to https://facebook.com/username
and follow the instructions to have a nice URL like this one:
3. Tag your photos
A picture says a thousand words and wouldn't it be a pity if a great picture is left out of search results just because it wasn't tagged
or didn't have a description
? As a nonprofit, you would be having a wealth of information in terms of photographs so don’t let that go to waste. Tag your photos with your Page name
, add a location
and a description
with keywords. In addition, encourage people to tag themselves in pictures of an event, for example. Remember, the more the information, the better the SEO.
4. Research your content
As is the case with social media, we are trying to constantly post content but not all of it resonates with our followers. Some posts are more ‘liked’
while some might be viewed by just a handful of people.
For Graph Search, the ‘Like’ concept is very important because the more the likes, the higher the chances are that the content will show up in the search
So what you need to do is sit down and analyze your past posts to see what your audience likes. What is it that makes your audience sit up, read and share your content? Once you find this out, channel your efforts in posting more of this content. For example, if your audience ‘likes’ your original content (such as blog posts), increase the frequency of such posts and get people talking about them.
5. Continue creating great content
Last but not the least, keep up the efforts of creating relevant content for your Facebook page to give Graph Search more to work with!
This list is by no means an exhaustive set of the ways in which you can optimize your Facebook page. Do you have any other tips to add on to the list? Share them with us and let’s keep the conversation going!