Brands and businesses are moving away from static websites, and placing emphasis on their Facebook pages. This is good for Customer Service, Engagement, and Retention. This definitely makes it tougher for Search Engine Optimizers.
In the beginning you used to be able to spam keywords/phrases, use reciprocal links, and spam your heading text. This made it so an SEO Specialist could rank a website in the Search Results. Your focus should be your Digital Insurance Office and your Facebook page. With that being said, you still need to get your brand/business on top of the Search Results. Here are 7 tips to help you improve your Facebook Page Rankings.
1. Push Your Brand/Business Name
The name of your Facebook Page, Custom URL, and Custom Tabs are importance. Search Engines see the titles in Heading 1, which means they’re heavily ranked by Search Engines. Create the Title of your page, Tabs, and URL strategically, make sure they contain the name of your brand/business.
If you’re the proud owner of Kevin’s Insurance, but instead opt for “Insurance Agent You Can Trust,” Kevin’s Insurance isn’t going to rank highly on the Search Engine Result Pages (SERPs). Your brand/business name is how you’re known and how you’re found, so be consistent when labeling your Page, URL, and Tabs. And once you’ve named your Page or picked your Vanity URL, commit to it.
2. Getting Links From Multiple Sources
Getting links to your Facebook Page and Custom Tabs is extremely beneficial, but is not an easy task. Links are like recommendations. If one friend recommends you eat at a certain restaurant, you’ll consider it. If a number of your friends echo that recommendation, you’ll be convinced.
If Google sees that your Tabs and Pages are being linked to by numerous sources, both on and off of Facebook, then your Page and Tabs must be important. But Search Engines also take into consideration where the links are coming from. A link to a Custom Tab on your business page will be weighted much more heavily if it’s from a credible source.
3. Get The Most Out Of Wall & Custom Tab Content
More of your Facebook Page is indexed by Search Engines than you realize. For instance, your Wall Posts are indexed. But since Wall Posts lose their relevancy in time, they aren’t given much weight. Still, using your target words and phrases in your wall posts isn’t a bad idea.
Your new Custom Tabs you created? Relax, those are indexed too, and given quite a bit more weight than Wall Posts. Remember, well-earned “Likes”are a significant ranking factor in Bing, and building “Likes” are one of the easiest and strongest things you can do for ranking Facebook content on Bing.
So if you haven’t already, create your Custom Tabs and name them appropriately. Use Heading 1 text, emphasize titles, and add bold text. Custom Tabs have staying power, you and your friends can create links to your Custom Tabs, and you can even provide links to your Custom Tabs from external sites, so aptly named Tabs with multiple links to them will be will be very beneficial in your SEO efforts.
Here’s where it gets tricky, though. If you use third-party applications to build Tabs, make sure they’re configured so they’re indexed on Facebook and not on the third-party’s servers.
4. Don’t Hide From The Search Engines
Google doesn’t “Like” your page. It’s a non-fan. So if you’ve got some key content on your Custom Tabs hidden behind a fan gate, Google can’t see it. And if Google can’t see it, it can’t be indexed.
While you may be inclined to build these gates to create a buzz about your page and drive up your fan count, carefully consider whether or not you want your content gated, because it will be hidden from Search Engines.
5. Put SEO-Rich Text In The Right Place
It may seem like common sense, but search engines can’t parse images, which means they can’t tell if there’s text inside an image. So don’t put your SEO rich text within an image that you add to a new Custom Welcome Tab. It can’t be indexed there. Instead, put that text on the About and Info tabs.
Remember that Facebook is a place for social connection and engagement, so don’t go overboard with SEO rich text. Material that isn’t social won’t hold your fans’ attention, and can even cause abandonment.
6. Optimize Your Multimedia
Videos are the easiest form of multimedia to optimize because the titles are heavily weighted. So make sure you’re giving your videos good titles, both on Facebook and on sites like YouTube and Vimeo. Similarly, the images and logos you use on Facebook can be optimized by naming the files accordingly.
7. Nothing Beats A Well-Run Page
Being a good community manager is just as important as an SEO campaign. The popular Facebook Pages have all those “Likes” because those pages embrace the ideology of Facebook: they’re interactive, engaging, and usable pages. Facebook, at its core, is about connecting with people, so don’t sacrifice the interactivity of your page for the sake of SEO.