In research reported by “MarketingProfs,” some 80% of social media users say they prefer to connect with brands via Facebook as opposed to the brand website. The search intent of those users varies greatly—from making personal connections, to looking up old and new friends, places, hobbies, interests, activities, events, dining, and entertainment. As more businesses join Facebook, users no longer have to leave the site to find information on search engines—especially when they already prefer to view comments and photos on your profile.
Optimizing for Facebook Search
- Content planning: Facebook content includes four main types of popular posts: topical, visual, expressive, and target-specific content. Each appeals to a different target audience but stays true to the basis of Facebook marketing: keep it engaging and timely. Understanding target audiences prior to developing content results in better user engagement across the board. Images are also important—44% of users are more likely to engage with brands if they post pictures.
- Brand search optimization: When optimizing a Facebook page, to increase visibility, you should complete all information categories, including location, related links, and regular updates. Profile pictures also appear in the search results and should reflect a recognizable brand name or logo.
- Content optimization: 77% of B2C companies and 43% of B2B companies have acquired customers from Facebook. Facebook pages require proper optimization before metrics such as likes, comments, and shares convert into sales and revenue. Brands should also take advantage of Facebook-specific features such as the timeline, highlighting company milestones and telling a story.