Over 200 million businesses are on Facebook. To put that into perspective a million golf balls will fit into an average-sized master bedroom. Now multiply that by 200. That’s a lot of golf balls…
Before we get too far off course (if you’ll pardon the pun), what we’re getting at is that there’s plenty of competition and activity on this bustling social media platform. Meaning? You need to stand out from the crowd, and to do that you need to optimise your Facebook Business Page for search.
That sounds pretty straightforward. Simply update your company logo, drop a couple of posts and watch the leads pile up, right? Sadly, not.
If you neglect to build a comprehensive Facebook SEO strategy to grab users’ attention, likes and, more importantly, engagement, the effort you put in to generate leads from customers might go unrewarded.
Lucky for you, we’re about to spill our top tips for Facebook Business Page optimisation. Read on to discover how you can ramp up your social media marketing on Facebook and turn casual viewers into loyal customers.
Jump to
- Why does Facebook matter for small business?
- 12 Facebook Business Page optimisation tips
- Step 1. Moving away from personal profiles
- Step 2. Facebook page title optimisation
- Step 3. Optimising images
- Step 4. Creating a vanity URL
- Step 5. Adding NAP information
- Step 6. Refining CTAs
- Step 7. Incorporating keywords
- Step 8. “About” page optimisation
- Step 9. Using location pages
- Step 10. Publishing high-quality content
- Step 11. Leveraging targeting tools
- Step 12. Promoting your Business Page
Why does Facebook matter for small business?
While it’s important to note that your Facebook page isn’t a replacement for your business website, there are so many added advantages to incorporating a Facebook Business Page into your marketing arsenal.
Firstly, the potential for return on investment (ROI) on Facebook is juicy. With a user base exceeding 2 billion around the world, whether your business operates locally or on a global scale, leveraging this platform allows for significant business growth as you reach untapped audiences.
An effectively optimised page is also like a virtual credibility boost. Ever stumbled upon a Facebook page with no profile picture, recent posts, or a clear call to action? I’m betting you assumed something about the company’s professionalism. These sorts of scenarios not only deter users, but can negatively impact online visibility.
In practical terms, a Facebook business page serves as a supplementary homepage, especially if social media is a primary source of lead generation for your business. Envision it as a tool to drive customers to your website as you take took in your community and build lasting connections.
Finally, from an SEO standpoint, a well-structured Facebook business page can enhance your online visibility. Implementing strategic keywords, providing detailed business information, and optimizing content can contribute to improved search engine rankings, making your business not only credible but also more discoverable in the vast digital landscape.
Facebook SEO
In the simplest terms, Facebook SEO, or Search Engine Optimisation, is the process of making your Facebook page more visible and discoverable on both Facebook itself and external search engines like Google. You can achieve this by understanding how social media signals interact with search engine algorithms and, in turn, impact SEO.
How Facebook search works
Ah, the infamous Facebook algorithm – how does it work? Disregarding its enigmatic reputation, Facebook search isn’t quite as complicated as it first appears.
Facebook’s search functionality is driven by an algorithm (i.e., a complex set of rules and processes) designed to deliver personalised and relevant results to users. The algorithm takes into account various factors, including user activity, page content, and connections.
Using these signals, it predicts how likely it is that a user will engage with the content and, with this prediction, allocates each piece of content a score. The higher the score, the more visibility the content gets in users’ feeds.
Understanding how this algorithm operates is key to optimising your content for search within the platform.
User Intent and Relevance
Similar to traditional search engines, Facebook search aims to decipher user intent. Tailoring your content to align with what users are searching for enhances the likelihood of your page appearing in relevant search results. Ensure that your page information, posts, and updates reflect the interests and queries of your target audience.
Page Completeness and Accuracy
Completeness and accuracy of your Facebook business page information are vital for effective search optimisation. Keep your contact details, business hours, and description up-to-date. Accurate information not only helps users but also reinforces the credibility of your page in the eyes of search algorithms.
12 Facebook Business Page optimisation tips you can do RIGHT NOW!
Now we’ve given you a base-level understanding of Facebook SEO, here are 12 steps you can take right now to improve your page’s prospects.
1. Go professional, ditch the personal profile
The first stop on your journey to optimise your Facebook Business Page should be transitioning from a personal profile to a professional Business Page. This not only provides a more polished and credible image for your business but also unlocks a suite of features specifically designed for businesses, such as analytics and advertising tools.
I’m sure you’ve seen well-meaning business owners start out on a personal profile, but don’t copy them. You’re putting yourself at a massive disadvantage as customers have to send you a friend request in order to interact with your brand. That’s more hurdles to business. Get rid of them!
Along with this, you will need to select the right business category; this will be one of the following.
- Local Business or Place: Opt for this selection if your business operates from a single central location.
- Company: This option is ideal for businesses with a presence across multiple locations.
- Brand or Product: If your business hasn’t established a physical storefront yet, this category suits your needs.
- Cause or Community: If you’re leading a nonprofit organization, select this business page type during the setup process.
2. Your Facebook name matters
Another valuable asset in your Facebook SEO toolkit is an optimised page title or name. A well-planned title will help your page rank higher in Facebook search and gesture to users and search engines alike that it is tailored to a specific query. For instance, if you ran a coffee shop called “Full of Beans” you might benefit from the title “Full of Beans Coffee Shop”.
3. Be clever with your images
Images play a crucial role in catching the eye of your audience. Optimise your images by adding descriptive alt-text tags. These tags not only improve accessibility but also contribute to SEO by providing search engines with information about the content of the image.
Generally speaking, there are two essential images that you need to get right: your business profile picture and your cover photo.
Profile picture
Ensure your profile picture is a minimum of 180 x 180 pixels (you can opt for larger dimensions) and is square in shape. It should maintain readability when viewed at 36 x 36 pixels, especially when appearing in the mobile newsfeed.
Incorporate your visual branding elements, such as your logo and colour palette, to enhance brand recognition and consistency.
Cover photo
Another tip for savvy social media marketers: include a call to action on your cover photo that instantly engages visitors. Your cover photo is prime real estate for conveying a message or encouraging specific actions. Consider including a call to action that seamlessly aligns with your marketing objectives – that could be to check out a new line of products, visit your website or a seasonal campaign message.
Remember, the cover photo is often the first thing visitors notice when landing on your page, so make it count.
4. Get your hands on a vanity URL
A vanity URL, or a custom username, not only makes your page easier to find but also enhances your brand’s professionalism. Choose a username that closely aligns with your business name or identity. You could even squeeze in a keyword if it works well with your brand name and primary offering.
5. Complete your profile with NAP information
Zzzzz. We’re not talking about catching some sleep! Ensure your Name, Address, and Phone Number (NAP) information is complete and accurate as you would on any business listing or directory. You’ll find that consistent NAP information across online platforms, including your Facebook page, contributes to improved local SEO, so don’t skip this step.
6. Refine your Call to Action
Since its introduction in December 2014, Facebook has significantly broadened the array of call-to-action buttons available for brands to incorporate into their Pages. These buttons, such as “Watch Video,” “Sign Up,” or “Book Now,” offer marketers a valuable tool for enhancing engagement.
Each button is customizable, allowing marketers to link it to a specific destination URL or direct users to curated content. This feature serves as an effective strategy for marketers aiming to drive traffic to their websites or increase visibility for specific Facebook content.
7. Incorporate targeted keywords throughout your page
Don’t forget: even social media keywords have a sway when it comes to SEO. You can seed them throughout your content, in the “about” section, posts and the rest of your pages.
If you’re uncertain of which keywords to use you could use a keyword research tool to support your brainstorming. Often these will scrape big search engines like Google and show you related queries to those you input and how many users are searching for them. Some even filter localised searches, so you can see which terms are being used in your region or area(s).
8. Write a banging “About” section
You don’t have many characters in your “about” section – 255 to be precise – so you need to make each of them count. This short description is one of the most important sections involved in the process to optimise your Facebook Business Page as it is where users will look to learn more about your brand.
When planning what to include in this part ask yourself the following questions:
- Does it accurately reflect and communicate your business story?
- Is all the essential information accounted for?
- Have you included your products and/or services?
- Is the contact information and business hours up to date?
9. Utilise location pages
If your business initially operates from a single location, you can kick off with a dedicated location page. However, if your business expands to multiple locations, there are specific steps you’ll need to follow to facilitate this expansion.
Here’s the positive update: you no longer need to submit a request to Facebook for location pages. But when you start the process for the first time, and if your main page has an associated address, you might encounter a “warning” message – it surfaces due to the creation of multiple business locations, but this isn’t a problem.
You need to designate your main Facebook Page as the primary or “parent” page for your brand. The additional location-specific pages will be considered as the “child” pages linked to your main page. This structure ensures a streamlined representation of your brand across different locations on Facebook, and (you’ll love this) it allows you to implement localised ratings and reviews. You can hide these, but we’d suggest keeping them up as they can help improve your local SEO rankings.
10. Publishing high-quality content
Consistently publish valuable and relevant content on your page. High-quality content not only engages your audience but also signals to search engines that your page is worth promoting. Think of it as a feedback loop to higher ranking posts.
11. Harness Meta’s targeting tools
Leverage the robust targeting tools provided by Meta (formerly Facebook) to effectively and accurately reach your desired audience. Meta’s advertising platform allows you to define your audience based on demographics, interests, behaviours, and much more.
By taking advantage of these tools like a pro, you can ensure that your content is seen by individuals who are most likely to be interested in your products or services. And that means higher returns!
12. Promote your Business Page to encourage follower growth
Once your page is optimised, give it a boost by leveraging Facebook’s advertising features. Invest in targeted promotions that align with your business goals, whether that’s increasing brand awareness, driving website traffic, or generating leads.
Running targeted ad campaigns can expand your reach, attract new followers, and ultimately foster the growth of your online community. Monitor the performance of your promotions, adjust strategies as needed, and capitalise on the opportunity to build a more substantial and engaged audience for your business.
If you want to learn more about ad writing why not check out our post on PPC copywriting?
Can you optimise for SEO on other platforms?
Of course, you can! Explore our knowledge hive to learn more about LinkedIn profiles, Instagram SEO and optimising Etsy stores for search.
You know what, though?
This is just the tip of the iceberg. After all, SEO is an expansive topic and an ongoing process that demands continuous learning and adaptation for your business to stay ahead of the curve. In the dynamic digital arena, it pays to cultivate a strong understanding of industry trends, algorithm updates, and user behaviour shifts.
If that sounds a bit much, don’t forget that, at beefound.agency, we offer a comprehensive range of SEO services. We’re also open to answering any Facebook Business Page optimisation questions – so ask away.
