10 Key SEO Strategies Every Facebook Page Owner Should Know

July 13th, 2009

By Justin Smith

magnifyingglass2 Facebook Pages are increasingly becoming a “second home page” for businesses online. And while more and more Page owners are learning how to become expert Facebook marketers, Facebook has recently created many new opportunities for Pages to get more traffic through the tried and true methods of – you guessed it – search engine optimization (SEO).

While Facebook’s “viral channels” – the News Feed, invitations, and messages – play a central role in the spread of content through Facebook, employing important SEO tactics within your Facebook Page can help your Page reach more and more Facebook fans. While viral distribution can help you reach people your fans are directly connected to, search engine optimization exposes your Facebook Page to Facebook’s entire userbase. In fact, Facebook itself has taken major steps to improve its own SEO during recent weeks and months, creating opportunities for Page owners to benefit directly while creating value for Facebook at the same time.

So, without further ado, here are 10 SEO strategies and tactics every Facebook Page owner should know:

1. Choose the best name for your Facebook Page – and don’t change it

Choosing the right name for your Facebook Page is vital. Despite the temptation to stuff your Page title with high value generic keywords – like “Mike’s Travel Agency: Las Vegas, Hawaii, Cancun – Hotels, Flights, & More” – this approach will actually harm your Page’s viral growth rate inside Facebook more than it will help through better SEO. For example, if your page’s title appears too spammy, fans will be less likely to share it with their friends on their profile and more likely to hide your updates from their News Feed.

Second, don’t give into the temptation to choose a fully generic page name like “Travel” or “Hawaii.” Because Facebook’s intention for Pages is that they authentically represent businesses, brands, or celebrities, Facebook has recently been disabling updates for generically named Pages – effectively neutering their ability to reach their Facebook fans.

The bottom line: use your business’s real name as the name of your page. And once you pick your Page’s name, don’t change it. Facebook uses your Page name in the title of the Page, and since Google dings pages when their titles change, modifying your Facebook Page’s name will cost you SEO points.

2. Select the best URL (Facebook username) for your Facebook Page

Facebook recently launched the ability to choose a vanity URL (Facebook calls it a “username”) for your Facebook Page, one of the most important SEO opportunities on Facebook to date. When you choose a Facebook username for your Page, your Page’s URL becomes www.facebook.com/YourUsernameHere. Usernames can be selected at www.facebook.com/username.

Facebook usernames present a better opportunity for businesses to consider incorporating generic keywords for SEO purposes than the Page name itself. While Facebook has created a black list of generic usernames that Pages (and users) are prevented from registering, there are still opportunities for businesses to obtain relatively generic usernames, or usernames that combine their actual name with additional generic keywords.

However, we do offer a word of caution when incorporating generic keywords in your Facebook Page URL: Facebook intends for Pages to authentically represent the identities of businesses, and brands and has revoked privileges from Pages with generic titles in the past, so it’s not unfathomable that Facebook might somehow punish Pages with generic usernames by similarly revoking status publishing rights (or at least the username itself) at some point in the future.

The safest option – and wisest long term bet in our view – is to choose a username that authentically represents your business or brand. For example, we chose www.facebook.com/InsideFacebook. Once you pick a Facebook username/URL for your Page, it cannot be changed – ever. So pick a username you’re going to be comfortable with and confident in for the long term.

One important note: in order to mitigate Facebook username squatting, Facebook requires that your Page have at least 100 fans before it becomes eligible to select a username. If your Page has less than 100 fans, you’ll need to recruit more fans before being able to take advantage of this important SEO strategy.

3. Use the “About” text box to place keyword-dense prose near the top of your Page

One important SEO strategy that should be employed on your Facebook Page whenever feasible is placing keyword-dense prose as close to the top of the Page as possible. Because Facebook limits where Page owners can place large chunks of text on the default Wall tab of Facebook Pages, the “About” box actually represents the highest place in the CSS structure of the page to add custom text.

In order to add text to your Page’s “About” box, click the “Write something about [YourPage]” in the box underneath your Page’s profile picture. You’ll then be able to enter custom text in the input box – there is a 250 character limit, so choose your words wisely.

4. Use the “Info” tab to include more important keywords, text, and high priority links on your Page

Facebook creates an “Info” tab for every Facebook Page that has fields containing important descriptive metadata about the Page. It’s important to fill out these fields, because they provide the opportunity to include keywords, prose, and links that will increase the content score of your Facebook Page for many types of Google searches. For example:

Address, City, State, and Zip code are important fields for local searches
Company Overview, Mission, and Products are important fields for product searches
Websites is a valuable opportunity to add direct links to your own websites or other relevant sites in your space

The specific fields present will vary according to the category you choose for your Page when you create it (business, brand, or public figure), so choose the category that best fits your needs.

5. Create “Static FBML” boxes and tabs to place lengthy content and more static links on your Page

While opportunities to place large blocks of static text on the default tab of your Facebook Page are quite limited (see the “About” box section above), Facebook allows Page owners to create additional boxes or tabs that can hold any kind of static content, including text, images, and links. Adding content boxes or tabs to your Page can be a great way to boost the content density score of your Page (note, however, that each tab lives at a separate URL in Google’s eyes).

In order to add a custom content box or tab to your Page, follow these steps:

Go to the “Static FBML” application on Facebook.
Click “Add to my Page” on the top left side, and choose the page you’d like to add a custom content box or tab to.
Once you’ve chosen one, close the dialog box, go to your Page, and click “Edit page” under your Page’s profile picture.
In the applications list on the resulting page, you should see an application called “FBML 1″. Click the pencil icon on the right, and choose “Edit.”
You’ll be taken to a page with 2 fields: “Box Title” and “FBML.” Enter the name you’d like to give the box or tab in the “Box Title” field. Enter the HTML you’d like to use in the “FBML” field (FBML stands for Facebook Markup Language, and is a subset of HTML.), and then click the Save Changes button.
Once changes are saved, click the “Edit” link at the top of your Page to return to your Page’s application settings page. Click the pencil icon next to the name of the FBML application you just created, and choose “Application Settings.”
If you want to add the FBML you just entered as a box, choose “Add” next to the Box option. The custom FBML box will by default appear on the Boxes tab, so if you want to move it to the left side of your Wall tab, you’ll need to then go to the Boxes tab, click the pencil icon on your FBML box, and choose “Move to Wall tab.”
Or, if you want to add the FBML you just entered as a tab, choose “Add” next to the Tab option. The custom content should then automatically appear on its own tab on your Page. Note, however, that Facebook truncates tab titles after 10 characters, so you’ll need to choose a short title.

And voila! After that somewhat arduous process, your custom content should appear. Be sure to write good copy

6. Post direct links to your website (or other relevant sites) in your Page’s stream

Status updates offer a powerful way to place direct links near the top of your Page’s CSS structure. Because Google boosts pages that link to relevant sites – and dings pages that link to unrelated sites or add too many links too suddenly – posting links in status updates can be a powerful and authentic way to boost your Facebook Page’s link score.

There are two ways to post links into your Page’s stream:

Including the raw URL in the text of the status update itself
Using the “attach link” feature in the Facebook publisher

Let’s take a look at the pros and cons of each approach from an SEO perspective:

1. Raw URL

When you include the raw URL in the text of the status update itself, Facebook auto-links the text directly to the URL. While you can’t control the anchor text of the link (it is always just the URL itself), the link does go directly to the destination page – and not through a Facebook.com URL that adds the Facebook menu bar at the top when you click through to the destination page.

2. Attach Link

When you use the “attach link” feature of the Facebook publisher, Facebook pulls in the title, body, and images from your Page, and suggests a thumbnail image and text snippet which it places adjacent to your Page’s link. The automatic inclusion of this text further boosts the keyword density of the CSS region near the link, and the thumbnail also links to the destination URL – both nice perks of using the “attach link” feature.

Power tip: You can also change the anchor text while clicking the page’s title before clicking “Share” in the Facebook publisher.

However, importantly, the link itself does not go directly to the destination URL – rather, it goes through a Facebook.com share URL that includes the destination URL as an iframe on the resulting page, with the Facebook menu bar at the top which includes commenting and sharing features. While there is still some debate in the SEO community as to the impact of the specific implementation details of such toolbars, the lack of a direct link when using Facebook’s “attach link” feature does partially mitigate the SEO benefits of posting links on Facebook Pages.

7. Add photos with captions, events with descriptions, and a discussion forum

It almost goes without saying, but it’s important to always be sharing interesting content on your Facebook Page, and always using all available descriptive fields on each type of content shared. When posting photos, use verbose and keyword-dense descriptions. When posting events, take the extra minute to include text and keywords in the event description field that you want to rank for. Add a discussion forum to your Page.

Facebook makes all of the content shared on Facebook Pages indexable by search engines, so use the tools Facebook provides to your full advantage.

8. Get more inbound links to your Facebook Page from the web by posting links to your Page on all your websites

Just as a variety of inbound links from authoritative websites help boost PageRank for traditional websites, getting more inbound links to your Facebook Page will boost its PageRank as well. You can do this with text links, but Facebook has also created a “Find Us On Facebook” badge which it encourages Page owners to use. The new Fan Box widget for Facebook Pages also includes links back to your Facebook Page.

Facebook has created promotional guidelines for promoting your Facebook Page that are worth a read. Basically, Facebook doesn’t want Page owners to claim you have officially partnered with Facebook by virtue of having a Facebook Page. However, Facebook does want as many links as possible pointing to Facebook.com

9. Get more intra-Facebook inbound links by getting more Facebook fans

Because Facebook places links to Facebook Pages on the default version of Facebook users’ profile pages which are visible to search engines, the more fans you get, the more links you’ll have to your Page within Facebook. For Pages with thousands (or even millions) of fans, the number of links can really add up.

10. Strengthen intra-Facebook reciprocal linking by getting fans to comment and like content in your stream

When fans comment or like content in your Facebook Page’s stream, Facebook links their name back to their Facebook profile page. As a result, when the profile stubs of those fans who have posted comments and likes on your Page are indexed, Google will see more reciprocal links between your Page and your Page’s fans (in a way that grows organically over time), which it will see as a stronger bond. This creates a virtuous cycle of improved link weight from the indexed profile page stubs to your Page, and vice versa.

Conclusion & Next Steps

While building and expanding your Facebook Page presence requires creative planning and consistent execution, SEO can play a vital role in boosting your Page’s growth rate. While viral distribution limits you to the people your fans are connected to, search engine optimization exposes your Facebook Page to Facebook’s entire userbase – and as we’ve discussed above, there’s a lot that Page owners can do to maximize their exposure through Google, Yahoo, MSN, Ask, and other popular search engines.

For Page owners interested in digging deeper into Facebook marketing, we highly recommend checking out Inside Facebook’s industry-leading Facebook Marketing Bible. The Facebook Marketing Bible has been purchased by thousands of agencies, marketers, social application developers, entrepreneurs, and educators, and goes in depth on dozens of key tactics and strategies for getting the most out of your Facebook marketing efforts. Click here to learn more about the topics addressed in detail. A special edition for big brands and agencies is also available.

Check out The Facebook Marketing Bible: 50+ Ways to Market Your Brand, Company, Product, or Service Inside Facebook.

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82 Responses to “10 Key SEO Strategies Every Facebook Page Owner Should Know”

Facebook for Business SuperGuide Says:
July 13th, 2009 at 1:17 pm
[...] 10 Key SEO Strategies Every Facebook Page Owner Should Know From Inside Facebook: Strategies for employing important SEO tactics within your Facebook Page to help your Page reach more and more Facebook fans. [...]
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July 13th, 2009 at 2:11 pm
[...] post: 10 Key SEO Strategies Every Facebook Page Owner Should Know Comments [...]
David Says:
July 13th, 2009 at 2:32 pm
Thanks for this, one of the best, most comprehensive list of what to do with a FB fan page that I’ve ever read. I definitely learned a thing or two too, so thanks again!

David
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July 13th, 2009 at 2:47 pm
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good list Says:
July 13th, 2009 at 8:25 pm
I think u missed one more point, fb allows to add “info” using apps. “Static fbml” app doesnt seem to support this. Who reads insidefacebook can be added as info in info tab.
Alik Says:
July 13th, 2009 at 10:21 pm
Thank your for tips and I just searching a free way method for advertise my blog. Once again thank you.
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July 14th, 2009 at 7:17 am
Thanks for this post. Really shows the importance of applying basic SEO steps to your FB page.
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July 14th, 2009 at 8:22 am
GREAT piece. Very comprehensive and helpful. Facebook biz pages often elude me. Never quite sure how they help the average small biz person I work with. Often, he or she will say, “But I only have 36 fans! This must not be working!”
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July 14th, 2009 at 9:51 am
Thanks for this great post. It’s the most useful I’ve found online regarding Facebook and SEO. Very informative!
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10 Key SEO Strategies Every Facebook Page Owner Should Know…

Here are 10 SEO strategies and tactics every Facebook Page owner should know…
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July 14th, 2009 at 3:26 pm
I don’t know, facebook never really worked for me. Maybe I should learn all the stuff you’ve mentioned here. I’ll try to do them on my facebook account, but first I have to bookmark this page so I can come back anytime.
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Gradiva Couzin Says:
July 15th, 2009 at 10:30 am
Thanks for the helpful post – there are some good tips here!

However, I think you missed the mark on this point: “…since Google dings pages when their titles change, modifying your Facebook Page’s name will cost you SEO points.”

Google doesn’t penalize for changing page *titles*, there is only a problem when a page *URL* changes. The only reason you might get a loss in ranks for changing your HTML title is if you change it from a good title to a bad (no keywords, or so long that your business name is beyond the 66-character cutoff) title.

Thanks again, great stuff,
Gradiva
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Very nice post. I have just began leveraging my facebook to make a name for myself in the community and drive traffic. The SEO benefits are icing on the cake for me. Thanks a mill!
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August 2nd, 2009 at 4:08 pm
Some great ideas here, thanks for the information.
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While Facebook’s “viral channels” – the News Feed, invitations, and messages – play a central role in the spread of content through Facebook, employing important SEO tactics within your Facebook Page can help your Page reach more and more Facebook fans. Social Media Optimization company Chennai
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Vic of BusinessAccent Says:
August 13th, 2009 at 8:59 pm
Thank your for sharing this. I just bookmarked it and will follow the steps. I have been studying on how to optimize my Facebook account and page. This is a great help to me.Thanks
Marvin Wilson Says:
August 22nd, 2009 at 12:38 am
This was an awesome post. So detailed and helpful. Thank you for sharing.
Abdul Says:
August 24th, 2009 at 2:15 am
Great tips. Its useful to make promote our products, site and etc.

Thanks for sharing.
Susi Schuele Says:
August 25th, 2009 at 2:58 pm
Great information – One thing to note: once you choose your Page name, you can’t change it unless you delete the page. You can’t change the category either, which is pivotal in searches.
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September 1st, 2009 at 10:37 am
Excellent, what a thorough post about Facebook! I thank you, and my clients thank you.
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September 8th, 2009 at 6:34 am
This should be printed out by anyone looking to ramp up their SEO using Facebook. So much potential there if you know how to use it.
Nada Says:
September 15th, 2009 at 10:58 pm
I have read the Facebook help pages and it says you cannot change the Facebook fan page name once you have chosen it, so I’m not sure what you mean here: The bottom line: use your business’s real name as the name of your page. And once you pick your Page’s name, don’t change it. Facebook uses your Page name in the title of the Page, and since Google dings pages when their titles change, modifying your Facebook Page’s name will cost you SEO points.
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Gavin Says:
October 13th, 2009 at 12:56 am
Very useful article!! Also, take a look at sendible.com. A lot of our users are using sendible to schedule updates to their facebook pages. This gives off the impression that content is always relevant and fresh and gives you the ability to plan ahead and queue up all your updates for the week.
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Loy75 Says:
October 22nd, 2009 at 7:50 am
I think these people want to hear my logic. ,
Arnold83 Says:
October 23rd, 2009 at 5:44 am
After hitting the previous two I fell down on this one. ,
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October 23rd, 2009 at 12:10 pm
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Nigel Cornish Says:
October 27th, 2009 at 2:32 pm
Great advice, the best I’ve seen on the web. Thanks for posting.
Nigel Cornish Says:
October 27th, 2009 at 2:42 pm
Sorry, forgot to ask: do you recommend ALSO setting up a Facebook group (as well as a page)? Looking forward to your views.
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November 3rd, 2009 at 11:04 pm
Hi your post is amazing, It’s incredible, I learned a lot about SEO and Man, this thing’s getting better and better as I learn more about internet marketing. Also as part of my ongoing mission to find the absolute best tools to make money, this is without a doubt at the top of my list. Everything happened so fast!
Singapore Residential HDB Says:
November 13th, 2009 at 9:16 am
Nice post. I learned a lot.
Facebook Connect Says:
November 24th, 2009 at 2:21 am
Very good points, especially the last one. I recently ran into a situation like this. Someone I had not had any contact with for 8 years, and my last contact was not particularly pleasant, asked to be a Facebook “friend”.

In this case I declined, with an explanation that, although I declined Facebook, I would be happy to include him in my LindedIn Network.
Cutey Says:
December 2nd, 2009 at 2:34 pm
Hello..

I want to ask a question whether “Facebook punishes page owners who advertise” by blocking intra-facebook links, so that the page owner advertises more and more and they earn more money.

A few of my pages have gone down in new memberships which came as a big surprise to me.

One page with 40,000 members had been getting 2000 fans per day..when it suddenly dropped to 50 fans per day. This has happened with few other pages as well, and I find no other reason to explain this.

Also one other page for which I didnt spend money advertising but which is linked to the same account has also dropped from 400 fans per day to 20 fans per day.

I cant explain this…
Chris Says:
December 5th, 2009 at 5:40 am
One of the best articles I’ve read in a long time. Highly informative and essential advice. Using Facebook as a marketing tool is now one of our most valuable methods. Great stuff.

I have one question though. A few of our Facebook pages have only existed for around 4 months, and do not appear to have any pagerank (and also moz rank values yet). At what point does this information start to appear?

Cheers,

Chris.
Mermaid Sue Says:
December 6th, 2009 at 8:11 pm
Not true- I was able to get one w/just over 50 names.

“One important note: in order to mitigate Facebook username squatting, Facebook requires that your Page have at least 100 fans before it becomes eligible to select a username. If your Page has less than 100 fans, you’ll need to recruit more fans before being able to take advantage of this important SEO strategy.”
SEO für Facebook Fanpages Says:
December 12th, 2009 at 6:19 am
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December 13th, 2009 at 9:08 am
[...] – 10 astuces pour maximiser votre visibilité sur Facebook [...]
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Tony Greg Says:
December 21st, 2009 at 2:10 am
Thanks a lot for sharing such a useful and informative matter as for as advertising point of view. These days i am looking for ways to market my website.
Neptune Plumbing Says:
December 26th, 2009 at 7:42 am
Thanks for these tips and strategies. Lots of good information in all your posts that are helpful as we begin to use Facebook for our business.
Jason Says:
December 27th, 2009 at 3:38 pm
one more good idea is to copy your link on your page and post it onto other bigger pages
this will get people to join and will spread all around the world
learningquranonline Says:
December 28th, 2009 at 1:27 am
i liked your article and for shore will be applying these things on my face book account and is a great way to promote my stuff also through face book thanks a lot
pat Says:
December 31st, 2009 at 10:30 am
Some nice ideas, I am planning to use facebook to target younger customers.
Guy Rotberg Says:
January 3rd, 2010 at 2:02 am
I liked the linkage between FB and SEO – didnt know how to deal with it until now. Hope this will work.

Thanks.

Guy

http://www.karmakiss.net
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[...] 10 Key SEO Strategies Every Facebook Owner Should Know (Inside Facebook): We all know Facebook tips and tricks, but did we know we can marry the schools of thought of Facebook optimization and SEO? Let’s dive into Justin Smith’s tips. [...]
Read This Link » 10 Key SEO Strategies Every Facebook Page Owner Should Know Says:
January 9th, 2010 at 8:03 pm
[...] 10 Key SEO Strategies Every Facebook Page Owner Should Know [...]
Professional DJ Services - Minnesota DjJ Services Says:
January 9th, 2010 at 10:21 pm
I love facebook, for business and friends and family updates. Still can’t get the fbml tab to work.
I think people feel like they can trust you more if they see your business on facebook.
Beste Internet Marketing berichten van 2009 « Narrowcasting & Digital Signage weblog Says:
January 12th, 2010 at 5:37 am
[...] 10 Key SEO Strategies Every Facebook Owner Should Know (Inside Facebook): We all know Facebook tips and tricks, but did we know we can marry the schools of thought of Facebook optimization and SEO? Let’s dive into Justin Smith’s tips. [...]
facebook application developers Says:
January 19th, 2010 at 4:27 am
Holy Cow! Thanks for such a wonderful amount of information! I really appreciate all the tools and tips contained here.
AMH in OH Says:
January 22nd, 2010 at 7:25 am
Incredibly useful post here – thanks for the insight. I was wondering about “Fans” the most and you addressed it.
apol Says:
January 24th, 2010 at 11:27 pm
thanks for a lot of info that i gathered. I’m really sure that it will help me, i really appreciate the tips for the facebook Page in basic SEO. kip safe! ^^
bambang s Says:
January 26th, 2010 at 6:54 am
great ideas, thank you
keep posting more new amazing idea like above
Elizabeth Liza Says:
January 27th, 2010 at 1:43 am
I really enjoy your seo post for facebook.
m a r c o Says:
January 29th, 2010 at 7:14 pm
Very useful information. Thank you for this awesome post!