Search was never Facebook’s strong point – one was able to find necessary pages in social networking site only by knowing right keywords. This is about to change in the nearest future. New smart Facebook social Graph Search is beta-tested for the moment. Many experts believe this option provide brands with new possibilities and opens prospect for promotion.
Graph Search algorithm provides results on the basis of information that Facebook collected from a milliard of its networkers. The system considers the relevancy of information and its relation to a user rather than queries.
After all Facebook users are able to use Facebook Graph brands will have to accept the challenge and learn promoting with due regard to a new system.
Likes matter
Very often likes to the posts in social networking sites are thought of little account by brands. However, after social Graph Facebook had been integrated the need for likes has sharply increased. Large number of likes makes content more relevant. Likes are the most important basis in a new Facebook search algorithm. They allow users to quickly find brands. For example, if a user wants to know more about Promodo he or she just needs to enter into a search bar “Friends who liked Promodo” or “Friends of my friends who liked Promodo”, and having found necessary people a user is able to discuss any questions he or she would like to. This way of search is supposed to form deeper emotional attachment to a brand – users will know which of his friends also connect with certain brands.
Graph Search rewards for relevancy
Likes are not the only thing that may help to improve search positions. Facebook claims Search Graph to guarantee relevancy which is individual for every particular user. If you search for “tea” the search results basically depend on several parameters: tea relevant pages with most likes, tea pages you shared, tea pages you are related to (likes, shares, etc), pages of tea companies and shops located near you, tea related brands your friends liked, etc.
Targeted advertising
Facebook Graph Search is a mother lode for targeted advertising and sponsored search results, especially for local businesses. Facebook hasn’t provided much information about what advertising solutions would be available. However, experts warrant that the company will offer several sponsored results on each page and several small advertisements will be included among search results.
Graph Search optimization
Graph Search is launched as a beta for the moment and so brand have enough time to optimize their pages with respect to the new technology. The difficulty lies in the fact it is almost impossible to predict how the algorithm will be updated in the nearest months. But some advices may be given even now. To be highly ranked in Graph Search you need to:
• Provide quality content which is relevant to your target audience;
• Stimulate users to leave as many comments as possible: provide interesting pictures and videos and ask questions in posts);
• Provide maximum of the content that may gain lots of likes (these may be adorable cats if relevant to your brand);
• Stimulate “Check-In” users’ behavior and encourage them to update their current location in case you have off stores;
• Big business’ local representatives and separate shops also should create accounts on Facebook to get into “LOCATIONS NEAR YOU” search results.
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