Reporting from Search Marketing Expo (SMX)
Lately Facebook marketing has become all the rage, especially for online marketers. With that in mind I sat down in the Facebook SEO: Free Ways to be Found on Facebook panel at SMX East 2010. The panel was moderated by Elizabeth Osmesloski the editor for Search Engine Land and presenters were Marty Weintraub, Gregg Finn and Chris SilversmithFirst to the stage was Marty, who had a deck that was just packed with data, so much so that I'll have to go back and digest that presentation to fully comprehend everything Marty was trying to relate in such a small amount of time. Some key facts, tips and information I gleened from Marty's presentation were truly insightful.
When it comes to the "SERPs" of Facebook (if we want to call them that as search engine marketers) and mature Facebook accounts different factors like personalization and likes matter in what's brought back when a user searches in the Facebook environment. There's a few things that affect personalization: you "like it", your friends "like it", you've got 2nd degree friends (not quite as relevant), you've been invited to things, you've visited the page before, and you've listed it as an interest on your profile.Marty outlined 9 important ranking factors to consider when you are setting up your profile or pages/groups on Facebook, if you want them to rank in Facebook's search results.
- Your Name
- Events You Are Invited To
- Friend with Keyword in Name
- 2nd Degree Friend with Keyword in Name
- Questions w/ keyword in it & # of Answers
- App you have used
- Page Friend Likes
- Groups you have joined
- Internal external page & Interest You Have on a Profile
The key to successfully marketing with the events is to get people to RSVP as ATTENDING and get people to the page at least once. Don't forget to make your primary keyword the first word of the event and don't make that name too long.
Marty had so much more great information, if you are interested in it, follow him on twitter he's @aimclear.
Greg Finn was up next with another treasure trove of great tips for marketing in Facebook. The key to making your pages rank is relevancy of the page name, the fans you have and also the conversations that are going on within those pages, according to Greg. Greg also highlighted Facebook's Page Browser feature and how those factors affect what appears in the page browser.
When you are trying to boost your fans he pointed out some rather simple things marketers can do like making sure you have a "Become a Fan" button on your main website. He also suggested running promotions, however you do need to consult Facebook's guidelines on promotions before you launch to avoid having Facebook shut down your promotion.
The best promotions that work are charitable donations. This is where companies say "for every fan we acquire" within a certain time frame, they will donate a certain amount of money to a charity. Greg suggested that companies can alter this and encourage more conversation because in order to comment on a fan page wall, you have to like it first. So by running the promotion focusing on "for every comment on this post, we'll donate", you are getting both fans and conversation.
Chris Silversmith rounded out this panel with some other great insights, primarily utilizing your status updates in more effective ways. If you utilize tagging, you can really improve your chances of increasing the number of people who see it. For example utilizing people's names, groups, businesses, and locations can actually place your status updates on their walls, exposing that information to their fans/friends.
You do want to be careful with this though because it can appear spammy and get ignored and also be ineffective if a group, fan page or community page only shows "their" updates and doesn't allow fans updates to be seen. Remember as well, you can only use 6 tags in a status update.
Chris also gave some great tips about optimizing fan page code for facebook by using the Open Graph. Open Graph code is based on RDFa and Chris pointed out that marketers should make sure to use the meta tags outlined in the Open Graph outline by creating special html pages on their own sites and synching them with the Facebook Fanpage. You really only get one shot at this as once 10 or more people like it, Facebook won't change the information on the page you've synched. To get Facebook to recognize your Open Graph coded page put the like button on the page and click it as the administrator of the fan page from that page.
This panel was so packed with great information, there's a lot more that I didn't cover here, as actually sitting in the panel is where you get the true benefit! If you are interested in learning more, tweet to the presenters, they might help you out, or better yet attend SMX West in February 2011.