Facebook Pages are increasingly becoming
a “second home page” for businesses online.
And while more and more Page owners are
learning how to become expert Facebook
marketers, Facebook has recently created
many new opportunities for Pages to get
more traffic through the tried and true
methods of - you guessed it - search engine
optimization (SEO).
Facebook: Your Business’ Face on the Internet:
While Facebook’s “viral channels” - the News Feed, invitations, and messages - play a central
role in the spread of content through Facebook, employing important SEO tactics within your
Facebook Page can help your Page reach more and more Facebook fans. While viral
distribution can help you reach people your fans are directly connected to, search engine
optimization exposes your Facebook Page to Facebook’s entire user base. In fact, Facebook
itself has taken major steps to improve its own SEO during recent weeks and months, creating
opportunities for Page owners to benefit directly while creating value for Facebook at the same
time.
So, without further ado, here are 10 SEO strategies and tactics every Facebook Page owner should know:
1. Choose the best name for your Facebook Page - and don’t change it
Choosing the right name for your Facebook Page is vital. Despite the temptation to stuff your Page title with high value generic keywords - like “Mike’s Travel Agency: Las Vegas, Hawaii, Cancun - Hotels, Flights, & More” - this approach will actually harm your Page’s viral growth rate inside Facebook more than it will help through better SEO. For example, if your page’s title appears too spammy, fans will be less likely to share it with their friends on their profile and more likely to hide your updates from their News Feed.

Second, don’t give into the temptation to choose a fully generic page name like “Travel” or “Hawaii.” Because Facebook’s intention for Pages is that they authentically represent businesses, brands, or celebrities, Facebook has recently been disabling updates for generically named Pages - effectively neutering their ability to reach their Facebook fans.
The bottom line: use your business’s real name as the name of your page. And once you pick your Page’s name, don’t change it. Facebook uses your Page name in the title of the Page, and since Google dings pages when their titles change, modifying your Facebook Page’s name will cost you SEO points.
2. Select the best URL (Facebook username) for your Facebook Page.
Facebook recently launched the ability to choose a
vanity URL (Facebook calls it a “username”) for your
Facebook Page, one of the most important SEO
opportunities on Facebook to date. When you choose
a Facebook username for your Page, your Page’s
URL becomes www.facebook.com/YourUsername
Here. Usernames can be selected at
www.facebook.com/username.
Facebook usernames present a better opportunity for businesses to consider incorporating generic keywords for SEO purposes than the Page name itself. While Facebook has created a black list of generic usernames that Pages (and users) are prevented from registering, there are still opportunities for businesses to obtain relatively generic usernames, or usernames that combine their actual name with additional generic keywords.

However, we do offer a word of caution when incorporating generic keywords in your Facebook Page URL: Facebook intends for Pages to authentically represent the identities of businesses, and brands and has revoked privileges from Pages with generic titles in the past, so it’s not unfathomable that Facebook might somehow punish Pages with generic usernames by similarly revoking status publishing rights (or at least the username itself) at some point in the future.

The safest option- and wisest long term bet in our view - is to choose a username that authentically represents your business or brand. For example, we chose www.facebook.com/InsideFacebook. Once you pick a Facebook username/URL for your Page, it cannot be changed - ever. So pick a username you’re going to be comfortable with and confident in for the long term.

in order to mitigate Facebook username squatting, Facebook requires that your Page have at least 100 fans before it becomes eligible to select a username. If your Page has less than 100 fans, you’ll need to recruit more fans before being able to take advantage of this important SEO strategy.
3. Use the “Info” tab to include more important keywords, text, and high priority links on your Page
Facebook creates an “Info” tab for every Facebook Page that has fields containing important descriptive metadata about the Page. It’s important to fill out these fields, because they provide the opportunity to include keywords, prose, and links that will increase the content score of your Facebook Page for many types of Google searches. For example:

Address, City, State, and Zip code are important fields for local searches Company Overview, Mission, and Products are important fields for product searches Websites is a valuable opportunity to add direct links to your own websites or other relevant sites in your space.

The specific fields present will vary according to the category you choose for your Page when you create it (business, brand, or public figure), so choose the category that best fits your needs.
3. Use the “Info” tab to include more important keywords, text, and high priority links on your Page

While opportunities to place large blocks of static text
on the default tab of your Facebook Page are quite
limited (see the “About” box section above), Facebook
allows Page owners to create additional boxes or tabs
that can hold any kind of static content, including text,
images, and links. Adding content boxes or tabs to your
Page can be a great way to boost the content density
score of your Page (note, however, that each tab lives
at a separate URL in Google’s eyes).
In order to add a custom content box or tab to your Page, follow these steps:
In order to add a custom content box or tab to your Page, follow these steps: Go to the “Static FBML” application on Facebook.
Click “Add to my Page” on the top left side, and choose the page you’d like to add a custom content box or tab to.
Once you’ve chosen one, close the dialog box, go to your Page, and click “Edit page” under your Page’s profile picture.
In the applications list on the resulting page, you should see an application called “FBML 1".
Click the pencil icon on the right, and choose “Edit.”
You’ll be taken to a page with 2 fields: “Box Title” and “FBML.” Enter the name you’d like to give the box or tab in the “Box Title” field. Enter the HTML you’d like to use in the “FBML” field (FBML stands for Facebook Markup Language, and is a subset of HTML.), then click the Save Changes button.
Once changes are saved, click the “Edit” link at the top of your Page to return to your Page’s application settings page. Click the pencil icon next to the name of the FBML application you just created, and choose “Application Settings.”
If you want to add the FBML you just entered as a box, choose “Add” next to the Box option. The custom FBML box will by default appear on the Boxes tab, so if you want to move it to the left side of your Wall tab, you’ll need to then go to the Boxes tab, click the pencil icon on your FBML box, and choose “Move to Wall tab.”
Or, if you want to add the FBML you just entered as a tab, choose “Add” next to the Tab option.The custom content should then automatically appear on its own tab on your Page. Note, however, that Facebook truncates tab titles after 10 characters, so you’ll need to choose a short title.

5. Post direct links to your website (or other relevant sites) in your Page’s stream
Status updates offer a powerful way to place direct links near the top of your Page’s CSS
structure. Because Google boosts pages that link to relevant sites - and dings pages that link to
unrelated sites or add too many links too suddenly - posting links in status updates can be a
powerful and authentic way to boost your Facebook Page’s link score.

There are two ways to post links into your Page’s stream:
Including the raw URL in the text of the status update itself
Using the “attach link” feature in the Facebook publisher
Let’s take a look at the pros and cons of each approach from an SEO perspective:
Raw URL
When you include the raw URL in the text of the status update itself, Facebook auto-links the text directly to the URL. While you can’t control the anchor text of the link (it is always just the URL itself), the link does go directly to the destination page - and not through a Facebook.com URL that adds the Facebook menu bar at the top when you click through to the destination page.
Attach Link
When you use the “attach link” feature of the Facebook publisher, Facebook pulls in the title, body, and images from your Page, and suggests a thumbnail image and text snippet which it places adjacent to your Page’s link. The automatic inclusion of this text further boosts the keyword density of the CSS region near the link, and the thumbnail also links to the destination URL - both nice perks of using the “attach link” feature.
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