As we’ve previously discussed on the blog, mobile web traffic is increasing, with nearly 12% of website traffic coming from smartphones and tablets alone. Beating even this, however, is Facebook, which sees 50% of its traffic coming from mobile users; that’s 5 times more than the average website.
Given that Facebook pages are generally more popular than corporate sites, it’s important to make sure your Facebook page is optimised for mobile users if it is to become a valuable source of traffic to your main site.
34% of people interact with their favourite brands on Facebook; more than on Twitter, Linked In, blogs or any other form of social media. A huge 77% of people read the posts, news and offers posted by a brand on the news feed, and over 50% of fans are likely to buy from a brand after becoming fans, making Facebook an obvious way to communicate with potential customers. Your Facebook page should therefore be search engine optimised to maximise your number of fans, just as you would with your website to increase traffic.
Although your Facebook page will be accessed by different kinds of users, mobile users searching on Google may opt to visit your Facebook profile rather than your website because its features are designed for mobile devices. Mobile users almost never load the second page of search engine results, making it extremely important to rank highly. And for the many businesses who are yet to create a mobile website, it is their Facebook page which provides a mobile friendly platform for users. Whether you do not have a mobile site yet or are just looking to increase your overall online prominence with your Facebook profile, optimisation on Facebook should not be overlooked.
How can I optimise Facebook?
Optimising Facebook pages is easier than optimising websites. There are a number of simple tactics which can be employed to optimise your business’s Facebook page for Google:
- Claim your Facebook brand’s custom URL if you haven’t already. Make your URL facebook.com/yourbusinessname if it is available, and if not, make it as close as possible. The words in URLs are reflected favourably in Google rankings.
- Include your brand name in your Facebook profile name. This will optimise the title in Google’s search listing, which is also viewed favourably by Google when indexing websites.
- Include keywords in your Facebook profile’s “About”, “Description” and “General Info” fields to further optimise for search engines. Ensure that, although this has a keyword focus, the keywords don’t detract from the quality of their writing.
- Backlinks are an important integration method in SEO, and these can be applied for Facebook profiles. Link from your website to your Facebook profile, including your business name as the text for the link rather than the usual “Check us out on Facebook”. Facebook statuses with links to your website will increase traffic, but are not indexed by Google, so will not improve your website’s ranking. Linking from your website to your Facebook page, however, can improve the page’s ranking. Link to your brand’s Facebook from Google+, Yelp and Linked In pages using the same method.