Optimizing Your Business’s Facebook Page

One of the best ways to market your business is on Facebook – I mean, there aren’t many people these days that don’t have a Facebook account, and you can leverage their platform in so many different ways that will help with brand recognition and ultimately, having your business page show up in the Google SERP’s for services that you offer.

This post isn’t going to be incredibly detailed, but it will provide some basics for how to optimize a Facebook Page. If you have any other questions, you can use the contact page to get a hold of me.

  1. When you are setting up your page, if you can use more than one category to describe your business – do it. For example, I do SEO – but Facebook doesn’t have that as a category, so I went with “Marketing Consultant” – which is basically what I do. However, as I was typing in “Marketing” I noticed that “E-Mail Marketing” was another category that I could use to describe my business – so I added it. This is just another thing you can do to make sure Google understands what your brand is all about.
  2. Make sure the URL is correct when you are adding your website to the page. What I mean by that is whether or not the WWW shows up in your URL bar when you are on your website. My site for example just shows as http://NorthernRanks.com/ but if you were to type in www. before that email, it would automatically forward to the one without the www. This means that my site is set up to display the non- www version – that is what you want in Facebook when you add your site.
  3. Make sure you add a profile picture and cover image that is relevant to your brand or business. If you are not a photoshop wiz, you can go to and awesome site called Fiverr – it’s a site where people do things for $5. If you go to that site, and search for “social media banner” you are going to find a bunch of people who will design a nice looking banner for your Facebook page.
  4. Use the information from your website like address, business hours, contact information to fill out your profile in Facebook. You want to have consistency across all social media platforms so that the information correlates with your website. This assures Google that they have the correct information and they will gladly display it whenever someone is searching for it.
  5. OPTIMIZE YOUR LONG DESCRIPTION! This one needed all-caps. This is probably the biggest thing that you can do to help the search engines understand that your Facebook page might actually help people searching for your service.  When you go into the “about” tab in your page and scroll down a little bit, you are going to see the “short description” and the “long description.”  The long description is a great spot for you to talk about your business and all the services you offer without running into  “character limits.”  In this section you need to talk naturally about what you do and where you do it.  I will emphasize naturally – there is such a thing as “over optimization” which looks a little bit like this – “I run an SEO agency in Battle Creek and one of the SEO topics that I cover is how to do SEO the right way so that your SEO works for your Battle Creek business.” – Yuck. Google is going to see that, laugh, and then slap you (your Facebook page that is – a “slap” is just jargon for being penalized, they are not actually going to come to your home and slap you…). Make sure it’s natural and you use synonyms for the services that you provide that people might use to  search for your service.
  6. Okay – here is the sneaky little golden nugget of this post: Paste a link to ALL of your social media profiles in this section (the long description section from above that is). These will be considered backlinks to your other social media properties and will again help Google correlate these properties with your brand. I’m not going to get all deep into the why aspect of what is so powerful about this, but just trust me – it has to do with Google’s shift to the semantic web and it is an amazing trick for showing relevance and authority. Any profile you might have – put it in – Youtube, Instagram, Tumblr, Gravatar, Twitter, Pinterest, all of these – go get the links to these properties and put them into the long description section and wait. You should see some nice little bumps in your organic ranking results.
  7. Once you have enough likes, make sure you get a nice branded page URL so instead of sending people to the URL facebook.com/your-brand-page/239487291389797345345928738947923769347 it will just look like facebook.com/your-business-name-and-location. For example – if you operate in a certain location, put that location in the URL – so if your business name is Bob’s Pest Control, your branded page URL might look like facebook.com/bobspestcontrolbattlecreek – that way Google will correlate your business with that location, and when people are searching for “pest control battle creek” All of that is in your Facebook URL and you can take advantage of the domain authority of FB.

Other than these things, I would just say fill out everything that they give you – parking availability, hours, location etc. The more trust signals you can send to the search engines, the better, and having all of these pieces of information added to your page is going to send those signals.

Hopefully you got something out of this, if so – share the link on Facebook!

Until next time,

Jason

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