- Facebook keyword search is a useful tool for those looking to market their businesses better on Facebook.
- Facebook's keyword search tool was designed to filter out content that isn't relevant to the user. All posts, including photos and link shares, can be found through the keyword search.
- You can optimize your business's Facebook page for keyword searches in the same way as all other SEO projects. Research high-traffic keywords and incorporate them naturally in your posts.
- This article is for business owners and marketing professionals who want to learn how to use Facebook's keyword search feature to help users find their business on the popular social media platform.
Facebook marketing isn't just about launching campaigns to promote your business; it's also about customers spreading the word for you. Facebook's keyword search feature can help.
Launched in early 2013, Graph Search expanded Facebook's search capabilities, allowing users to search beyond names and filters by using specific phrases. Keyword search improves this capability by making it easier to find exactly what you're looking for.
Here's how Facebook's keyword search works and what it means for your business.
Semantic search vs. keyword search
Facebook's keyword search feature aims to make it easier and faster to find the most relevant content right when you need it. It lets you search all types of posts – status updates, photos, videos, news articles and more – using simple keywords, just as you would for a Google search.
Did you know? Thanks to Facebook keyword search, the Facebook search tool functions more like Google and other prominent search engines than ever before.
Before the update, Facebook's Graph Search (beta) used "semantic search." Unless you were searching for specific users' names or business pages, semantic search required the use of complex, preset phrases to search for content.
For example, to find friends who live in a certain city, you would have had to type in something like "my friends who live in Los Angeles." It was even more complicated if you were looking outside your network or doing a business search – for instance, "my friends of friends who like Joe's Coffee" or "recent photos liked by my friends who like Joe's Coffee."
With the keyword search, users no longer have to use algorithm-based phrases. A simple keyword or phrase, like "Joe's Coffee," instantly brings up all content related to that business.
Search by filter
Formerly, Facebook's keyword search would only deliver search results based on users' privacy settings. That means that if you had searched for "yoga classes," it would only show content that your friends had chosen to share with you. This included posts, likes and comments. With Facebook keyword search, public posts and Pages posts are included.
Facebook keyword search allows businesses to better monitor what's being said about them on Facebook and drive engagement. There are filter options to control what types of posts the Facebook user sees. For instance, results can be narrowed down to people or photos.
What keyword search means for business owners
Facebook's keyword search feature has enormous marketing potential for business owners. Its main benefit is that the feature makes it easier for potential customers to find your business.
Facebook users constantly post about the businesses they frequent and the restaurants and food they love. If their friends are looking for recommendations or more information on a business, all they'd have to do is type in what they're looking for, like "food trucks" or "bike repairs." And if customers already love you, you can rely on their word of mouth to bring more customers your way.
Plus, Facebook's keyword search is mobile-ready, allowing users to search anytime, anywhere on an app they already trust and use the most. The feature is competitive with the likes of Yelp, Google and other business review sites.
Key takeaway: Optimizing your business's Facebook page to appear high up in Facebook search results is as important as SEO in your other web content.
How to optimize your Facebook page for keyword search
You should optimize for Facebook's keyword search the same way you would improve your other web content's SEO. Take the following steps to optimize your page to appear high up in Facebook keyword search result pages.
1. Research relevant keywords.
Start by researching keywords relevant to your industry. Choose two of the most relevant keywords that generate the most traffic on Facebook. This makes you more likely to connect with users who engage with your content. For instance, if you own a wholesale plant nursery in New Jersey, you want your business page to appear to those searching for "wholesale plants New Jersey."
You can often find relevant keywords in Facebook's Insights tool. Here, you can look at your entire Facebook audience or filter by demographics. Doing the latter for a group that comprises a large portion of your audience can give you a good idea of your audience's interests.
Tip: The Facebook Insights tool is a great way to find relevant search keywords to use on your page and throughout your Facebook posts.
These interests will appear in a hybrid table and graph with the title "Lifestyle." The leftmost column will include short phrases describing each interest. These phrases can all function as Facebook search keywords. If you naturally work these phrases into your page's description and other content, your page is likely to rank higher in Facebook keyword searches.
2. Use your keywords in your Facebook page's description.
Once you settle on at least two keywords, make a plan to incorporate them naturally on your business page. Although you can't change the title of your page, you can edit the description as often as you'd like. Use the keywords naturally in the text to help customers find your Facebook page. Don't rush through the description on your business's Facebook page. Short and sweet isn't likely to boost engagement on your page when users rely on keyword search.
3. Consistently use your keywords in your Facebook posts.
Don't forget about your keywords after creating your business page. All your posts should revolve around the keywords that are likely to generate the most traffic. Write a description for all content shared on your page with your high-ranking keywords in mind. For instance, if "digital marketing" is a keyword for your business, work the term naturally into as many of your posts as possible. Also include keywords in the meta descriptions of your posts.
4. Monitor your keywords' success and try new ones as needed.
You don't have to commit to every keyword for the long term. If you don't notice any traffic on your posts, switch up the keywords to see if there are any improvements in engagement numbers.
Looking for other ways to market your business online? Consider these alternatives to Facebook and Twitter.