Facebook’s ‘Graph Search’ feature will unlock new discovery opportunities for brand pages to reach those who are demonstrating engagement ‘intent’ with their Facebook Graph search query. Pages that optimise both their organic and paid content strategy for Graph Search’s semi-structured queries will out perform those who continue to optimise for Edgerank alone.
While this feature is still in beta, Facebook is priming brands for Graph Search’s full launch with a number of suggestions:
- As always, continue to invest in your Page by making sure your Page is complete and up-to-date.
- The name, category, vanity URL, and information you share in the “About” section all help people find your business and should be shared on Facebook.
- If you have a location or a local place Page, update your address to make sure you can appear as a result when someone is searching for a specific location.
- Focus on attracting the right fans to your Page and on giving your fans a reason to interact with your content on an ongoing basis.
- You can learn more about fan acquisition and Page publishing best practices here.
The above tips are the ‘bare minimum’ required to bring a Page into the Graph Search era. For first movers, there is a window of opportunity here to gain valuable insight in how to optimise Pages for Graph Search while it’s a novel feature for users and fans will tolerate your attempts to hack the algorithm through trial and error.
Make sure to check out my Facebook Graph Search Optimisation Hacks for Brands post for more optimisation tips.