Are you familiar with the idea of Facebook Page SEO optimization? It's a practice of applying basic SEO techniques to your business’s Facebook Page in order to increase its organic visibility - both on Facebook and in search engines. Want to learn how it works and how you can apply it to your own Facebook Page?Read on to find out!
Much has been said about optimizing your website for search engines.
However, there aren’t too many resources which discuss Facebook Page SEO optimization, which is definitely a big issue.
With over 80 million monthly active Business Pages on Facebook, it has become quite a challenge to stand out and attract new followers, likes, and shares.
On top of it all, Facebook has been leaving Pages to compete for their place in the News Feed with regular Facebook profiles. The company’s old-new motto “a place for friends to talk to friends” shook the things up and almost killed organic reach.
What does all this mean to marketers?
You’ll now have to sort your way through the personal content dominating the platform in order to reach your audience – which, sure enough, can be challenging.
That’s why, to increase your organic reach and visibility, you need to make sure that your Facebook page can be discovered not only on the platform itself, but also on search engines.
If you don’t know how to optimize your Page for increased exposure on Facebook and search engines, or if you haven’t had any luck with finding accurate resources on the topic, we’ve got you covered!
Read on to discover 10 powerful tips that will allow you to successfully improve your Facebook Page SEO optimization:
Your name says it all.
That’s why you need to be extremely careful and picky when it comes to choosing the name of your Facebook Page.
Remember that once you pick it, there’s no way back. You’ll be stuck with it for all eternity.
One of the basic SEO rules says that you should use keywords throughout your content, and this means that they should be featured in your Page name too.
But, don’t get carried away and overstuff it because you’ll come off as too spammy. This practice is bad both in terms of internal Facebook algorithms, and the engagement of your followers.
Nobody likes blatantly self-promoting attention seekers, so, your “Mark’s Sportswear – Cheap Comfy Running Shoes and Apparel” isn’t exactly a good idea. Let’s be honest and admit that nobody would share a post containing such verbal monstrosity on their feed.
Go for a single, carefully selected, long-tail keyword and since Google puts great emphasis on the first word in your Page title, place it accordingly.
The Berg’s Ski and Snowboard Shop name is spot-on – it’s short, includes the “ski and snowboard shop” keyword, and clearly communicates the purpose of the store.
Being too generic won’t help you either as your page will be buried under an avalanche of similar Business Pages.
Using special characters, improper capitalization, and weird spelling in order to distinguish yourself, won’t do the trick either, not to mention that Facebook doesn’t allow all these corny tactics.
So, if your idea of a catchy Facebook Page title is “b.O.b’sL!tTleSpoRtSweaRsHOP”, you need to think again.
Keywords are essential elements of your Facebook Page SEO optimization, and you need to use them strategically.
Now, by “strategically”, we mean avoiding the shady practice of keyword stuffing, and thoughtfully including keywords in your Page:
Use your regular keyword research tool, such as SEMRush or Ahrefs, to find the most effective keywords for your business.
It’s a good idea to opt for long-tail keywords which won’t bring you too much traffic and top-10 Google rankings, but they will make sure that people who visit your Facebook Page are ready to convert.
In practice, this means using a highly specific keyword like “paleo recipes for beginners” as opposed to the broader “paleo recipes.”
Double-check the keywords of your choice by running a search in Facebook.
If some of your more popular fierce competitors show up in the results, it’s better to pick and use some more specific and low-volume keywords.
Backlinks are another crucial element of your Facebook Page SEO optimization.
The fact that authority sources link back to your content is a strong indicator that your content is relevant and valuable. Google likes it when multiple trustworthy sources vouch for the reputation and value of your website.
Don’t forget that backlinks from random sources can hurt your reputation and rankings.
When it comes to Facebook, it’s important to state that although it’s hard to build links which would point to your Page, it’s not impossible.
It’s a good idea to use an influencer marketing platform to research and connect with influencers who would be willing to offer you guest posting opportunities and include the links to your Facebook content and custom tabs in their blog posts.
This method will help you boost the popularity and credibility of your Facebook Page, as well as generate quality traffic.
Another wise thing to do is incorporate the links to your Facebook Page within your blog posts, so that every time a relevant source shares your blog post, your Page will be subtly promoted.
When you create your business Facebook Page, you’ll be assigned an automatically generated dynamic URL.
By claiming your “vanity’ URL and customizing it to match your company’s name, you’ll receive a significant SEO boost.
This branded URL should be descriptive and concise, as its purpose is to be memorable and give your audience a hunch as to what your business is all about.
Needless to say, the vanity URL will increase your brand recognition and visibility.
Besides, www.facebook.com/pages/CustomMadeShoes is much more searchable than www.facebook.com/pages/CustomMadeShoes/5478569871236, and your target audience will be able to find you more easily both on Facebook and search engines.
Finally, a branded URL sounds more professional and it will present your company in a better light.
Every new visitor who lands on your Facebook Page will first check out your About tab and try to find all the relevant information about your company.
Don’t simply whip something up off the top of your head! The About tab is the place where your visitors decide whether they’ll become your fans or just passers-by.
It’s true that you don’t have too many characters to explain how amazing your business is – the limit is set at 155 – but it’s perfectly enough to summarize your company’s “Why” and tell your prospects how they can benefit from it.
Enrich this compelling copy by throwing in a couple of relevant keywords and you’re good to go.
New York Bakery Co. Bagels crafted a compelling description of their business using the keyword “bagel” and surrounding it with supporting terms, like “sesame” or “cinnamon and raisin” to improve searchability.
Many businesses fail to provide their accurate contact information, including their address, phone number, or business hours on their Facebook Page.
The truth is that even if you’re running an online business, you can greatly benefit from having a complete and consistent name, address, and phone number. The address of your headquarters means that your business will be indexed for local search by Google.
As this consistency is crucial for your overall rankings, be SEO-savvy and update your NAP across all of your channels and various directories.
On their Facebook Page, SEPHORA provides all relevant contact information – from their exact location illustrated with a map to their email and phone number.
Still, remember that your prospects use these citations, directories, and other sources for business information, including Facebook Pages too.
This means that if your prospects come across conflicting addresses, business hours, or phone numbers, they will be frustrated which may lead to poor user experience, and ultimately churn.
Here’s another cool perk – if you listed your address on your Facebook Page, your users can check in and share this information in their status, thus additionally improving the visibility of your business.
So, make sure to provide the same contact details throughout different sources and update them in a timely manner to improve your Facebook Page SEO optimization.
You don’t have to restrict yourself to the generic Facebook tabs like About, Videos, or Events.
As you start filling your Page with content, it will grow and expand which is great.
On the other hand, a large Facebook Page can make it difficult for your followers to find your posts, images, videos, or reviews.
To make users lives easier, create new custom tabs such as Videos, Posts, Photos, Reviews, Community, and Podcasts, and organize your page based on these categories. You can also remove the tabs that you don’t use to declutter your page.
As a result, your Facebook Page will be easier to navigate. Your audience will be able to quickly find relevant information through both Facebook and search engines.
Nike created a separate tab for Locations, making it easier for their customers to learn where the company’s stores are located across the globe.
You probably saw this coming!
It can’t be emphasized enough how relevant and effective quality content is in terms of promoting your business and generating leads.
But we’re not talking about just any content, written for the sake of hitting your weekly posting quota.
We are talking about only high-quality, helpful content which generates engagement and prompts your followers to like, share, and comment.
We’re talking about the kind of content that educates, entertains, and helps your audience, and makes them bookmark it and forward it to their friends and colleagues.
Now, think of your posting strategy and what is the best time to post on Facebook. Basic Facebook SEO tactics focus on the first 18 characters because Google will use them as meta descriptions, while the first word should be a keyword as that’s what this search engine favors.
It might seem tricky to keep in mind SEO optimization when creating your Facebook posts – but believe us, it’s well worth it!
Including keywords in the description of your quality posts will make your content go much further and help you increase your reach and engagement.
Food Network cleverly included the “best chocolate chip cookie recipe” keyword at the very front of their Facebook post description.
Naturally, encouraging your followers to take action is why you created your business Page in the first place.
But if you don’t include a clear and visible call-to-action in your content, your audience won’t know what exactly you want them to do. Plus, you won’t be able to drive valuable traffic from Facebook to your web which can improve your search rankings.
The CTA copy should match the purpose of your business, while the button itself should be aligned with the destination page. This means that if your CTA says “Download eBook”, your prospects should be redirected to the page containing the file.
It’s important to use action words, such as subscribe, download, sign up, book now, play video, or learn more. These can be paired with mentioning the outcome of the action – for example, “Sign up and generate more traffic.
Team Covenant actively encourages their audience to subscribe for a chance to win their token giveaway. They included not one, but three (!) links to their web in the post which is bound to send a lot of traffic their way and improve their search ranking.
As for the wording, apart from being actionable, the effective CTA copy should also:
Although Facebook is a pretty interactive channel, you can go the extra mile and start communicating with your audience on a more personal level using Facebook Messenger bots.
These chatbots will allow you to talk to your customers directly and in real time. As a result, you don’t need to cut through the noise of the overcrowded newsfeed and can successfully reach your followers every time.
Apart from providing users with the first-hand information about your business and products, you can also provide customer support, thus improving their experience with your brand.
Remember – the better the experience customers have with your brand on social media, the higher the chance they will use search engines to visit your website later.
And the more people search for and clicks on your web in the search results, the better your ranking!
KLM Royal Dutch Airlines has a smart Messenger bot that sends passengers flight updates such as booking confirmation, flight status, or scheduling changes.
You can tweak Facebook Messenger Bot in a couple of ways to encourage communication.
For example, you can set it to pop up whenever someone visits your Page, or even better, integrate an AI-powered chatbot which will be available 24/7 with your Facebook Messenger.
However you decide to use your chatbot, it will for sure help you improve customer service and collect tons of valuable customer information which you can later use to personalize your outreach and messages.
Personalized messages, in turn, are more likely to be discovered by your audience searching for information tailored to their interests on Facebook and search engines.
You’ve guessed it – increased organic visibility and traffic to your Facebook and web page.
If you were wondering how to rank your Facebook page on Google and increase organic visibility of your Facebook content, we hope this article helped you get the answer.
So if you haven’t started yet, we encourage you to give Facebook page SEO optimization a go now. Try the tactics outlined above, see which ones work best for your business, and make sure to let us know how much your traffic has increased!
About the Author
Nina is a technical researcher & writer with DesignRush, a B2B marketplace connecting brands with digital agencies. She loves to share her experiences and meaningful content that educates and inspires people. Her main interests are web design and marketing. In her free time, when she’s away from the computer, she likes to do yoga and ride a bike. You can find her on Twitter.
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