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THE CMO'S GUIDE TO FACEBOOK GRAPH SEARCH
Publish and publish often. A brand's editorial calendars should include a variety of formats including photos and videos toengage each audience. Note: photos and videos must be posted directly to the Facebook platform and not via links to third-party sites such as YouTube.
Include keyword rich tags and descriptions that reect the linguistic behaviors of the audience to increase the likelihood of
appearing in a user’s Graph Search results.
Include the location where photos and videos are taken to index for results in a particular city.
If a brand's post has a physical location associated with it, create or update local place Page with the address and information.
Consider contests or promotions that encourage users to submit photos and videos and tag the brand in their submissions,further increasing the connections between the brand and the audience.
Ensure the About section of a brand’s Facebook Pages are optimized with the relevant names, categories and descriptions.In short: create content that is useful, usable, visible, desirable, and engaging – the cornerstone of building a connected brand.Facebook claims that Graph Search does not compete with Google. Indeed, while Graph Search is a big improvement overFacebook’s previous search functionality, it is essentially an expansion of Facebook's current on platform search functionality –but is not yet relevant to broader Web search.That being said, the January 15 launch represents Phase 1. We have yet to see the full breadth of the tool and its greater implications.How does Graph Search stack up compared to Google? In its current state Graph Search can be evaluated across three areas:content, relevancy, and behavior.
The advantage search engines such as Google have is that they constantly crawl the Web and are updating their Index sothat new, fresh content appears within search results. Consequently, content does not need to be “engaged with” or manuallysubmitted to Google’s index to show up.By contrast, Facebook’s “people powered search” relies solely on its user base to create its index and Facebook’s algorithm todeliver relevant results – which entails a lot of manual labor for a brand. As a result, it may take awhile to fuel the Graph Search“engine” with content that is relevant for the majority of users, which could hinder the use of this feature.
Google looks at a range of signals from a variety of sources with different levels of authority and relevancy to deliver results. Thiscomplex algorithm means that a user is delivered results to his or her searches in such a way that the user is not required to beconnected to the content or the people publishing that content.However, with Facebook, relevancy is determined by the strength of the connection with a user or a brand's Facebook Pages.But consider a user looking for the “best hotels in Mumbai.” What if none of the searcher's connections have liked any relatedcontent? What will appear in the Graph Search results? Will the content be as relevant if those results are based solely on publiclyshared content and not the user’s personal connections – which is what Facebook claims is the advantage of Graph Search?
IMPLICATIONS FOR NATURAL SEARCH