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Customer Experience

4 ways to optimise your Facebook page for graph search

Tiffany Loh
Smarter Writer

Tiffany Loh is the Smarter Business™ & News and Digital Editor, with varied writing experience always looking for a unique story

Tiffany Loh
Smarter Writer

Tiffany Loh is the Smarter Business™ & News and Digital Editor, with varied writing experience always looking for a unique story

Facebook's graph search functionality has now launched, here's how to help customers discover your business when using it.

Announced in January and released to a limited audience this year, Facebook’s graph search function has now arrived and is being rolled out to users starting with those with their language details set to U.S English.  

As Smarter reported when the launch was first made public, the new search engine allows users to search Facebook for people, places, photos and interests based on keywords. Regardless of whether you are a Page, place or user, your activity and the content you share can appear in search results, making it an incredible resource for both customers and businesses.

While it's now even easier for customers to search your business, its product and services or even reviews, the search results space is also more competitive, requiring your Facebook interactions with your followers need to be more strategic than ever.

Here’s how you can Facebook optimise your business’ page:

facebook logos

Update your "about me" section

This goes beyond making sure your contact information, address, and phone numbers are filled in. 

Think about what could be a deciding factor for a potential restaurant patron, users will search for phrases like “restaurants near me”, “restaurants in Surry Hills my friends like”, or “casual vegetarian restaurants for groups”, so when Facebook reminds you to fill out details such as hours, cuisine, attire, payment options, price range, this is them collecting data for Graph Search. 

Our advice to you is to go beyond Facebook’s prompts, in your description use keywords to tell your customers about your signature dish, the dining style, your great wine selection and that you have plenty of large booths great for big groups.

Claim your places listing

If your business has a physical presence and a Facebook page, but doesn’t have a places profile, claim your place listing now.

If you multiple locations, you might want to consider creating location and local place pages for each of the addresses to make sure the specific location appears as a result.

Businesses that have more Facebook check-ins will show higher in search results so it’s a good idea to put a sign up in your store and on marketing collateral to encourage customers to do so, which leads onto our next point.

Encourage customer activity

The more your business’ name is out there, the more you’re likely to be known. If your business has a physical location, put up a sign that encourages people to check in. If your business distributes any marketing collateral, encourage your customers to share photos or videos of their experience, or to leave a review on your page.

While Instagram uploads and comments and the newly introduced Facebook hashtags are yet to be accounted for in the Graph Search algorithm, we have no doubt Facebook are working on ways to incorporate the data as soon as they can.

Increase page management and engagement

The more “likes” your page has and the more people comment on and engage with your posts, the more likely you are to show up in Facebook search results. 

Mix up your updates with questions, photos and promote discounts and special offers on your page to encourage conversation.  Monitor your posts carefully and reply to both positive and negative, because those who walk away with negative experiences will make it their job to share with their friends.  

If you want to increase your page's “likes” to help increase your Facebook SEO, a simple way to do it is by running a Facebook competition.

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