Can a Facebook Page Improve Your Company’s Website SERP?

Yes indeed. It can also generate new leads and has great potential to help you close sales.

Facebook Pages can help your company website to gain SERP (Search Engine Results Page) rankings. Facebook itself has a high search rank authority, so a link from Facebook to your website is a pretty good start.

However, just setting up a Facebook page isn't enough. You’ll want to make sure that your page is optimized, and then you will need to attract "likes" and begin producing some great content worth earning likes,comments, and shares.

But first, let’s go to your website. Hopefully you have a blog, or are posting somewhere on your site regularly with some great content. And let’s hope that you have a great content strategy.

On your website, be sure to install sharing apps like ShareThis so that a visitor can instantly and easily "like" your article. When they do, it will then post directly to their Facebook profile where it will be seen by their friends. Two things happen at this point:

  1. First, you’ve just been exposed by a visitor (a possible prospect or client) to their community (more prospects), giving you some free advertising and generating additional traffic to your website, and that’s a good SEO thing.
  2. Secondly, that visitor just sent a social signal to the search engines that there is some good stuff here. The more signals that search engines like Google get, the more they are incentivized to promote that page (improves SERP). These kind of ranking bumps can be temporary unless you can sustain the traffic from Facebook and earn backlinks in the process.

Also, on your website, you will want to install the “follow us on Facebook” widget or icon. Search engines can’t read widgets so consider adding text that is hyperlinked as well (good for SEO).

Setting up and optimizing your page

A page is not the same as a profile. Your personal profile is the one where you are connected to your friends, old classmates, probably some relatives and possibly some business contacts. You share things of a personal nature, such as a book you just read, a movie you saw, pictures of friends or (unfortunately!) a meal you’ve recently enjoyed. This is not a page.

A page is for businesses, organizations, causes, public figures and so forth. More importantly, pages are automatically public, so they will appear in search engine results. Another difference is that pages offer analytics to review your performance, and offer a host of applications that can be used to attract and engage fans.

To create your own page, click here and select the proper category for your business. Once you’ve selected the best category to represent your business, a series of questions will be asked to help you get started. So, go get your keywords list and your company information together and let’s get started.

The ABOUT section

Only 75 characters show in the preview so make certain that the most important words come first – keyword rich, to the point, bottom line what your company is about. Add the URL to your website or blog upfront as well to improve the click through to your website. You’ll have room to expand on your introduction in the full ABOUT section, but the first 75 characters is what everyone who visits will see, while not everyone will click through to read the entire ABOUT page.

The INFO section

Fill this out as completely as possible. This is another opportunity to include keywords, add links to your website and blog or possibly your Twitter page. The informational fields provide helpful information visitors would want to know. Each category has different fields available, and while some might not be relevant to your particular business, it is okay to leave those blank and Facebook won’t show empty fields.

Including a LOCATION

If your business has a brick-and-mortar location, such as a restaurant, spa, gym, storefront, or office, you’ll want to take advantage of one of two location options.

The first puts your business on the map via your address and allows people to "check in" when nearby.

  1. At the top of your Page, click Edit Page
  2. Select Update Public Info
  3. Update your address in the Address field or drag the pin on the map to adjust its exact location
  4. Click Save Changes

The second location feature that Facebook offers is Wi-Fi. This service lets customers check in to participating businesses on Facebook for free Wi-Fi access. When people check in to your Page, you can share offers and other announcements with them. Facebook Wi-Fi turns your router into a Wi-Fi hotspot, connecting you with your customers when they visit your business and bringing visitors to your Facebook page. This one takes a bit of work to set up so make sure you get your tech guys involved and check out the FAQ for more information.

Adding MILESTONE posts

These are unique posts that fill the full width of the Facebook page and allow you to add history about your business while adding content to your page. Add Milestone posts to show when the company was founded and other events that highlight any special acknowledgments, awards and growth, and don’t forget some keywords. (It isn’t obvious where to find the Milestone post selection setting, but if you select the Offer, Event + at the top of the post Milestone appears.)

Once you select Milestone a dialogue box will open that has room to set the date so you can go back in time, add a photo, headline and some body copy. You can get creative and even have some fun as a way to tell your company’s story.

Creating your USERNAME

I didn’t put this at the top because you will need to have at least 25 fans before Facebook will allow you to create a username, also known as a vanity URL. Keep the name short and memorable so folks can find you easily (and so it fits nicely on your business cards).

To add a username to your Page:

  1. From the top of your Page, click Edit Page
  2. Select Update Public Info
  3. Click Page Address and then click Create a web address for this page?
  4. Enter a new username and click Check Availability
  5. If the username you want is available, click Confirm to save it

Give a lot of thought before you decide on a user name because it won’t be easy to change later. Facebook only allows you to change it once, and last I read you can only change it if you have fewer than 100 fans.

Optimize posts and photos

When you upload photos or images to Facebook, take advantage and add captions (include a keyword) to give your fans some context. And for status update posts, definitely include a keyword and possibly a link to a page on your website that is relevant. Facebook is now recognizing hashtags (#) so when you are following or creating trends or sharing on topics that match your keywords, don’t forget the #.

Grow your fan base

Invite your customers and prospects to “like” your page and let them know what will be going on there. Think of it as sending out an invitation – the more fun and exciting the event sounds, the more likely people will show up. If you mailed an invitation that simply said "Join me, date and time, location" – people won’t know what it is about, how to dress, if they can bring a guest, if you are serving food or should they eat before coming…you get the idea. Well, it is the same for inviting people to join you on Facebook – let them know what they can expect to experience (join the conversation on widgets, learn about thingies, contests, coupons, have fun and share your stories…) And remember – more fans, more links (good SEO).

You can give Facebook ads a try and limit distribution to Friends of Friends, or retargeting such as anyone who bought toothpaste because you sell toothbrush replacement parts (you get the idea). You can target the list to specific demographics as well.

Interaction required

Just because someone liked your page doesn’t mean that they will ever see any of your posts ever again, and more than likely will not return to your page for a friendly visit.

The game changer here is that you need to get your fans to like, share and comment on posts – and regularly. If they don’t participate, Facebook assumes that it was a "one click stand" and they are just not that into you, so they don’t deliver your posts into their newsfeed. So what’s a page manager to do?

  1. Photos and videos perform better than pure text posts
  2. Create polls to get answers
  3. Offer Facebook-fan only deals, giveaways, contests,  and access to content
  4. Share behind the scenes photos and videos
  5. Find your funny bones – you’ll tickle theirs
  6. Post often and don’t leave out evenings and weekends when folks are actually on Facebook
  7. Find great content to share that your fans will find interesting and sharable
  8. Share your fans' content when it is appropriate, even like and comment on their content
  9. Create and share wonderful content you’ve created with links to the full story on your website (generates traffic to your website)

These are just some ideas for promoting interaction on your page. If you’ve had success with any campaigns or specific tactics, feel free to share with usin the comments below - and don’t forget to "like" and engage with us on Facebook!