What most people don’t consider about social media profiles and pages is their ability to serve as another spot on search engine results pages. Part of the benefits of a good SEO strategy is to crowd your competition out of the first page. Since Facebook is close to the most popular website in the world, pages have immediate potential for high rankings. Here are some tips you can use to leverage your Facebook page against your competition.
1. Do Keyword Research
In most cases you can and should use the results of any keyword research you did for your main website. The same logic of keyword density, quantity and quality of searches, and related terms applies. Place these keywords in the appropriate spaces on the page such as the text box under the picture and the “about” fields. These fields will appear on search engine results pages.
2. Link Building
In addition to advertising your Facebook page on your website, you should engage in the same link building techniques you would for a normal website. Most article directories and guest blogging programs will allow you two backlinks to resources relating to the author. Allocate some space in your campaign to link back to your Facebook page using a similar anchor text as you would for a regular web page. Don’t just have your anchor text be “Check out my Facebook page” but use keywords to describe your page as you would your website. The goal is to treat your page in much the same way as you would your website.
In that spirit, there are plenty of websites you can find that are geared toward Facebook page promotion. A simple search for “Facebook page directory” will yield several sites such as LikeThisFanPage and ThePageFinder that might be useful.
3. Get More Fans
The more popular your page is, the higher it will rank. Not only will it help your promotion efforts within Facebook but it will impact your placement on Bing and other networks reading Facebook’s data.
There are two approaches you can use to fan building. First, you can just shoot for quantity – the goal here is to simply get as many fans as possible in a short amount of time. The second approach is to engage with fans in order to create a real community. I prefer a genuine community approach, but that doesn’t mean I believe in throwing ROI out the window in order to have a conversation with people. Your page is about business and the goal of all your marketing efforts should be sales. Part of that means driving sales from your Facebook page; another part means using your page to bump your competition lower on search engines so they get less sales. Building a real community means that you increase the chances of people suggesting your page to others, interacting with material on your page and your main website, and linking to your page from other places.
4. Include Your Address
This is common sense if you’re a brick and mortar store hoping to draw customers in. But if you’re not, you still should list an address. As I’ve said elsewhere, the emphasis for search engines is shifting to local markets. It’s crucial for businesses of all sizes to penetrate these local markets if they want to maintain top positions in SERP’s. With the recent integration of Facebook data in Bing’s search results, you can bet that having an address will have an increasingly larger impact on Bing optimization as Microsoft finds new ways to use Facebook to improve search results.
5. Don’t Take Your Eye Off the Ball
This is two tips in one. First, don’t substitute your Facebook page for your main website. Always use Facebook as a gateway to content you control. This means you shouldn’t abandon SEO on your primary property because you think it will be cooler to do all your business on Facebook.
Second, be patient. No SEO strategy is going to work overnight. Develop a consistent marketing strategy that includes solid keyword research, link building, and community outreach efforts and you will get results. If you’re hoping just to take advantage of an easy boost because Facebook is popular, you’re going to be disappointed if you don’t add a little work on your end.