OK, so you’ve finally fine-tuned your website and connected it to your social presence so that you can get the best out of all of your marketing options. Or have you? Many people forget that Facebook Pages can be further optimised for search, or didn’t think it had any bearing in the first place, which of course it does.
Bearing this in mind, there’s a few things you should do to ensure that your fan page is working to its highest capacity. These aren’t difficult to carry out, but can make all the difference when it comes to how and where you appear in Google rankings.
Name and about
Once your page has passed 25 fans, you will be able to choose a unique username for your page. This should be something which gets across what you do yet isn’t a sweeping generalisation such as ‘bakers’ or ‘supermarket’. Take your time choosing a name, you can of course use your brand name and this will eventually help with brand recognition.
Next, think keywords and what the ‘about’ section says about your company. It’s wise to do some keyword research here and choose what you say carefully. This will be picked up by search engines as your meta description, so it should be short and succinct for the first paragraph. Don’t attempt to pack keywords in here though, this is more likely to get you penalised across the board than help.
Do however, include links to your website and if applicable, blog and YouTube channel so that you are getting traffic going both ways, assuming you have set up social sharing buttons on your site already (if not it begs the question why have a Facebook page/Twitter account in the first place).
Insights on Facebook Pages
Facebook gives you a free, valuable tool with your page, ‘insights’, which you should use often in order to pin down the content that gets the most
Check regularly which posts your users are engaging with the most and alter to fit. This, of course, means that you are more able to give your fans what they want and in turn, increase engagement even more, thereby making your Facebook page more valuable. You should also keep an eye on the virility tab and the ‘talking about this tab’, which on average, should give you a boost of around 2% per week.
Phone numbers and addresses
These should be used on your Facebook pages, especially for businesses who rely upon local customers. This ensures that Google recognises your page as relevant and important, rather than just any old fan page and can also help you get found using Google Maps.
If your business relies on its website or being found online then, this is another vital step for you to take when it comes to optimisation.
Optimise the beginning of each post that you make, again remembering that the first 150 characters are really all that search engines are going to be looking at. Bearing this in mind, keep a sharp eye on spelling and grammar and attempt to use relevant keywords where possible.
Of course, this goes for your about section and description as well as your website and anything you produce for your brand. There’s nothing that has quality fans running for the virtual hills faster than terrible English on Facebook or any of your online marketing content. You may know the ins and outs of your product upside down, but if you can’t spell or write, then it’s more than likely a good idea to get someone who can to do it for you.
Mix it up and keep it friendly
Ensure posts use a good mixture of photos and text, fun and serious. Mix it up as much as you can and measure engagement on which posts your fans prefer, or which drive the most traffic to your site. You will be able to find this out in Google Analytics as referred traffic, much like you can see within insights where your Facebook pages traffic is coming from.
Try competitions, money-off vouchers, jokey photos and informational posts such as blogs and industry news to see how receptive your followers are to each in the first place, then again, adjust as necessary.
Finally, consider using tools to create contact forms, special offers and much more depending on how relevant they are to your business. Add your social presence such as Twitter and so on to the existing tabs so that people can effectively follow your brand around the web and make it look as useful as possible to search engines.
Do all of the above regularly, it’s not just about setting up keywords and optimising at the beginning, it’s an ongoing process that, when used in the right way, should strengthen your brand, your online presence and indirectly, your sales and reputation.
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