To maximize your return on investment (ROI) on Facebook, you want to make sure you are getting and keeping Page members (formerly called fans). This requires applying some basic search engine optimization (SEO) skills and including keywords in your content, for both Facebook and overall organic searches, so your Page can be found through the site and on the Internet at large.
Organic Search
Facebook Pages are indexed by search engines. Facebook even has deals with Google and Bing to pull its social content for a feature called
real-time search. Your Page will be visible in search results, provided you have optimized it correctly, and can even be viewed by people who do not have a Facebook account.Facebook Search
Facebook’s internal site search is notoriously picky, but it is getting better. As you might imagine, ranking well in an internal Facebook search is even more important (Figure 3-10). Someone searching for your brand directly within Facebook knows what she wants and is almost certain to click Like when she reaches your Page.
When optimizing your Facebook Page, focus primarily on keywords and content; Facebook adds the
nofollow attribute to links, making it difficult to pass on any link power. A good, keyword-rich content strategy should be at the heart of your Page optimization plan, as it will help new users find you and keep old ones coming back. Of course, also include all the important links to your site so that people who like you on Facebook can easily navigate to your website.
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