Facebook is now one of the world’s largest local search engines, and it does almost a third of the searches Google does daily, around 1.5 billion.
We all know the importance of keywords on your website for SEO Search Engine Optimization so that you can be found in a Google search. Facebook, like Google, works similarly and keywords on your business page play a role in how you are found in a Facebook search and how your Facebook page is found in a Google search.
There are three main areas of your Facebook Business Page where keyword optimization play a factor in search:
These areas can be found under your Page Settings – Page Info section of your Facebook page.
Make sure you feel out of these sections with a keyword strategy around your industry, products, and services in mind. We are not recommending “keyword stuffing,” which is the practice of loading keywords or numbers to attempt to manipulate a search result.
We recommend developing a list of long-tail keywords and creating your content with this strategy in mind. A long-tail keyword is a phrase generally made from three to five words.
At this time, we have not found or believe Facebook provides any data around search terms or keywords that are used in searches on their platform as Google does.
There are many tools you can use to research what keywords or long-tail keywords people use when searching Google around your products and services. It’s a safe bet to say how people search in Google is how they search in Facebook.
Once you have a list of keywords you think will be best, you can test your assumptions by running a search on Facebook. It is essential to be found in the more popular searches like “real estate agent,” for example. However, there is value in including low volume, specific long-tail keywords as your competitors may not appear in those searches.
Some recommended tools:
About Section Best Practices: (255 character max)
Your “About Section” is used in Google as the description found in a search, so you should keep this to 140 characters if possible so your whole description displays in the search engine’s result. When creating your about language, use the most important keywords as space is limited.
Additional Section Best Practices: (50,000 characters max)
Your “Additional Section” is an area where you can go into greater detail about your business, mission, and brand. This is where you can include many long-tail keywords around your industry or subject matter.
Products Section Best Practices: (2,000 characters max)
Your “Products Section” is an area where you can go into greater detail about your products or services. This is where you can include many long-tail keywords around your products or services specifically, as this information may be used in product-related searches on Facebook.
Taking the time to develop a strategy and filling out these sections of your Facebook Business Page can go a long way in driving traffic and new followers to your page from Facebook & Google search results.