Last week we discussed the importance of Twitter in relation to search engine rank and online marketing. This week, it’s Facebook’s turn.
Social media in general has a huge impact on search rank, as previously discussed in previous blog posts this month (in case you hadn’t seen a pattern already, we are focusing on social media for September’s blog posts!).
This article by Search Engine Watch details the 13 elements of social media you should be tracking in order to really work out which elements of your social media campaign are affecting your search rank. It helps to narrow your focus on certain metrics so you can most effectively track the progress of your marketing strategies and tailor them as necessary.
While the author’s first four points focused on Twitter (which we covered in last week’s post), the next two look at Facebook. The two elements the author says you should be concerned with, when it comes to Facebook usage, are:
- Number of fans
- Number of comments
While elements such as Facebook shares and ‘likes’ are focused on by many social media experts, it seems that fans and comments are the ones that deserve your attention. The reason for this, the author explains, is that if people are ‘liking’ numerous posts on your Facebook page but commenting on few of them, it is a sign of a marketer trying to fool the system.
Even if your page genuinely is getting organic ‘likes’ from fans, and you’re not trying to pull one over on Google, this is still a sign of something that you need to work on. If posts are just driving people to ‘like’ them and not to comment then you need to reevaluate what kind of posts you’re putting up. You want to encourage discussion and involvement through your social media strategies, so post more leading questions, invite commentary or opinions. People love to share opinions, especially on Facebook, so if you ask the right questions you should have ample discussion on your page.
This is, of course, dependent on you having a large group of fans to provide the feedback and discussion you need. Which was the author’s first point of focus – the number of fans you have. Akin to Twitter followers, you need to garner these fans in a natural and organic way (companies are no longer allowed to require that people ‘like’ their page, comment on a post or engage with them on Facebook in order to enter a competition, which was how a number of companies used to gain large followings on Facebook – you can see Facebook’s official rules on that issue here). Advertising that you have a Facebook page, and printing a QR code on marketing materials will allow people to quickly be directed to the page once they have scanned the code with their smartphones, simplifying the process for customers.
According to Search Engine Watch, a large number of fans will add value to your website in a search engine’s eyes.
Check back on Friday for the importance of YouTube on your Internet marketing strategies.