Facebook: The Next Frontier For SEO
Posted on by Ryan Deiss in Search Engine Optimization
Facebook went after Google Adwords with Facebook Ads, and now they’re going after Google Search with their new Open Graph Search Engine.
Most people are excited about this because they love to see someone challenge Google’s empire. But me, I’m excited for a different reason. I can smell a new avenue for some mega-effective SEO.
Before I go any further. I don’t think Facebook is going to be knocking out Google just yet. They’ve got a lot of work to do to compete with Google’s extremely advanced search engine, but you never know what else Facebook has up their sleeve.
So here’s how it’s going to work.
Facebook is giving webmasters 2 tools to use to index their page for Facebook Search. 1- “Like” button to install on their pages that Facebook users can click. 2- A set of tags that allows webmasters to tell Facebook what their site is all about.
The search results that Facebook gives will be based on how many ‘Likes’ the page has received and the information provided in the tags. Essentially creating a search engine based on “likes” instead of “links”.
Here’s why you need to get your SEO skills warmed up and ready.
We’ve seen what Facebook did with Ads, so I think it’s fair to say their search engine has some strong potential to become a big time player, Especially since they have Bing powering it.
Since Facebook is giving us the opportunity to improve our search rankings with them by utilizing some pretty sweet tools, it should be worth getting in on. And like most SEO campaigns, it’s a good chance to save dough and get continuous results without continuous work.
Do you think Facebook Search will succeed? Let me know your thought, comment below!
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Kung Fu Lessons
11. Jul, 2010
Not sure how that comes back to offering the best information vs. the most popular information.
But then maybe that’s how we are – perceiving the best (most liked) to be the best.
Good to see competition coming and hopefully ‘quality’ of searches improve. That’s the most important thing.
Matt
09. Jul, 2010
Very few people recall Goto.com or Overture on this blog I am sure but since Overture was the only kid on the block at the time they acted like the byzantine empire. Now Google is getting too big for their bridges and it’s time for someone new to step in, it’s refreshing to see…
carlen maddux
09. Jul, 2010
We all win when there’s competition among the monopolists.
Ali
09. Jul, 2010
I guess they’ll crush Google search. But it’ll take close to 5 years.
At that point, it’ll be Google sharing SERP with FB. (Integrated)
Seeded
09. Jul, 2010
mmmm…$10 per like x 100 likes per day…not bad!
No Names Please
09. Jul, 2010
Whether a FB search engine is better or not than the Google search engine is irrelevant — all that matters is which one people use. As far as I’m concerned, I don’t care if my traffic comes from Google, Bing, Squidoo, FB, whatever, I’m willing to work on anything that will drive traffic to my site, and make me money.
Even more interesting is if you log in to your facebook account, go to the home page, scroll down, and see a “get a facebook sneak peek” teaser, asking you to apply to become a FB beta tester.
They want you to come up with a question, and then write an answer to the question. Gee, scratches head, wonder what upcoming FB application that might possibly relate to. Might be a good way to get started ahead of the competition, either in terms of learning how the system works, or building up some “likes” on your pages.
Worth seeing what its about, in any event.
Todd Klimson
09. Jul, 2010
I really do want to see this successful. Google is a preying mantis of a company. I have never seen any success with google ads but FB has done wonders for my business. GO FB!!!
Elsie Roach VSMM
08. Jul, 2010
Thank Ryan:
This goes right along with what you and Kate were saying about social media, great I will pass it on and post about it too on my blog. You rock Ryan thanks for being there for us.
Big Hugs Elsie Roach VSMM
Troy Tanga
08. Jul, 2010
All great dynasties have there challenger’s.
Facebook has become Googles. Let the battles begin.
Learning effective use of SEO for Facebook will provide trmendous marketing benefits.
arun
08. Jul, 2010
Its actually a bit funny . FB is going to come with search engine and google is going to come out with google me.
Charl
08. Jul, 2010
This is huge. I don’t think we quite understand how huge… The like button has been great and I didn’t know Bing is behind the search… Awesome
Greg Sain
08. Jul, 2010
ANYTHING THAT GIVES ME AN OPTION OTHER THAN GOOGLE I AM 100% IN AGREEMENT WITH!!! Thanks for the heads up!
Greg
Julieanne van Zyl
08. Jul, 2010
Optimising searches for Facebook users doesn’t involve much extra work, except for getting people to “like” the actual post on your Facebook page. That can be a LOT of work promoting the actual post to fans. Those who have a Facebook page are usually posting content that’s from their blog anyway. And, the content is optimized for certain keywords.
BTW, for those not familiar with the “like” button. The “like” button displayed on your blog page, is only for “liking” the whole Facebook page. If you want a specific post to be optimized within Facebook, you would need people to click the “like” button just below the post.
David Moldenhauer
08. Jul, 2010
I can’t help but wonder, are we trying to compare grapes & bananas here?
Using the “Like” button / demographics comparison vs. web-based SEO is not close to comparable, in my opinion.
Having to expect that anyone & everyone on Facebook would consider it OK for every one else to know everything about them…is the only way that a “Like” button / demographics comparison would possibly work effectively.
Web-based SEO is all about user experience…which really means higher conversion rates…a win / win!
The flip-side is…close to free traffic with far lower conversion rates…hmm-m / individual choice…I think.
Larry
08. Jul, 2010
@David Moldenhauer, I think your post is the most intelligent view of all.
Warren Gibbons
08. Jul, 2010
Demographics – Demographics – Demographics! When I first heard that FB was going into the realm of SEO, my ears perked up. This is because no other site collects more demographics than FB. It sounds to me like FB has the demographic data behind it to become another gorilla in the SEO world.
Anne Gormely
08. Jul, 2010
Where do we get these tools? I want a like button on all my pages!
Ryan Deiss
08. Jul, 2010
@Anne Gormely, you can get the like button WordPress plugin @ http://www.allanjosephbatac.com/blog/2010/04/add-the-new-facebook-like-button-widget-plugin-on-your-wordpress-blog.html
Matthew
08. Jul, 2010
Of course it will succeed. When you have more than 400 million registered users…and hundreds of millions of people who use the site every single day (for endless hours) how could you possibly not succeed.
I personally know a bunch of people who never even touch Google…they are almost entirely on Facebook when they are online. And considering that you have near-instant and easy access to almost the information, products and people, why would people bother going somewhere else anyway.
Bob Burns
08. Jul, 2010
You mentioned the FB tools. Tell us where you can access them?
Sean
08. Jul, 2010
Wouldn’t this just make a clone of the digg search engine? If it is based on “likes” and not real seo techniques, the pages that get the most likes are those that are dugg most often. Plus it will be biased towards those that have the like button on their pages, which back promotes facebook.
I’ll stick with Google since it is less biased then this new fb seach will be.
Chris Lang
08. Jul, 2010
@Sean, One thing with that in mind, we did sell Digg front page for $5K a pop back in 2008. Sounds like lots of chances for money to be made here before many figure this out. I mean, how much can a like cost?
Bill Crosby
08. Jul, 2010
Muuaahahahahahah, will be fun messing with this one
Eric Bonnici
08. Jul, 2010
I think Facebook IS a big player and it will be interesting how it evolves in the search engine arena.
But they can’t touch Google when it comes to search. For now at least.
When it comes to a social network Facebook is king.
One thing I’d like to mention though is there is a lot of HYPE when it comes to Google being afraid of Facebook!
Truth is, Facebook and Google are businesses in competition. Competition is a good thing and is awesome for the end user.
BTW Chris Lang knows all about it. (Hi Chris love your posts above) I studied one of Chris’ courses – Google Wave Secrets. And that was the first time it was pointed out that whether you realize it or not Google is already one giant social network right under our noses. You see, there’s Google Wave, Google Buzz, Google Reader, GMail, GChat, etc.
Google is not going to sit back, I’m sure in the future you’ll see Amazing things from both Facebook and Google.
Thanks to the competition.
I hope you enjoyed my rambling… LOL
All the best to everyone.
Sincerely,
Eric Bonnici
http://www.facebook.com/ericbonnici
Chris Lang
08. Jul, 2010
@Eric Bonnici, WOW Thanks Eric, glad you liked Gwave Secrets that I wrote for Howie.
You Are DEFINITELY right Eric, in the fact that Facebook competition with Google is great for us all and great for Google too. Now we have rumors of Google Me too.
Imagine if Facebook had gone with Google and their Friend Connect back in 2008. We would have a stale boring interface with little innovation.
Now we have a social war zone that in the end will give is two great social sites to drive even more traffic from in new and innovative ways. Cheers Eric!
Chris Lang
08. Jul, 2010
@Eric Bonnici, Don’t forget about YouTube, just a trafficked and popular as FB, all part of the Google social network with Google Friend Connect running the friend system (we believe) there.
Eric Bonnici
11. Jul, 2010
@Chris Lang, Yes YouTube is fantastic. I’ve got my account set up and plan to start posting videos soon. What I really like about the Google network is Google Profile pages. I learned about them through GWave secrets. I believe any serious business should be using Facebook, YouTube, Twitter and Google at the very least in their social networking marketing.
And as Ryan has pointed out in the past is get them off of the social site and onto your email list. That is golden advice! (This is one of the most important IM tactics to keep in mind and I have you (Ryan) to bringing this to my awareness)
One thing I like about Facebook is that it is very powerful! Just look at the power of the Facebook feed. That can really go viral for you when using it for marketing. Regardless, of whether you’re using a profile, fan page, and or group to spread your wings.
And of course Paid Facebook Ads seem to have potential. I haven’t tested them out yet but plan to very soon. And I want to warn everyone about something that really bothers me…
And that’s all the information being peddled online regarding how to use Facebook Ads. I’m certain they can work and surely clicks cost less compared to Google Adwords (at least for now). But in the end its all just another PPC platform. And anyone who knows PPC will tell you it takes a lot of time, money, and effort to find what will work.
This usually involves taking a loss both financial and time wise in the beginning.
Of course Facebooks Ads will work for some but not others. My point is beware of those who hype up their “Facebook Ads Marketing” courses, seminars, etc. especially when they say things like cheap clicks and make lots of money. Truth is, with most PPC you usually lose money, sometimes a lot at first, until you can test and pinpoint what is successful or profitable. Keep that and eliminate what doesn’t work.
I could ramble on forever here but will stop here.
Again, thanks Chris, and you too Ryan!
And all the best to everyone reading.
Sincerely,
Eric Bonnici
Jay
08. Jul, 2010
With 400 million users they will most definitely grab a big share of the search engine market.
It looks like the 800 pound gorilla just found out that he has a brother… LOL!
Simon Ashari
08. Jul, 2010
This looks like it is begging for manipulation. With everything, facebook are going to have to be careful. Especially with the effect of ‘like’ on their algorithms. Cheers for the heads up Ryan.
Nancy Burke Barr, JD
08. Jul, 2010
Ryan, That is so weird….My comment ended up with Gary McCaffery’s photo?????
“Mentor Mama”
Nancy Burke Barr, JD
Lyrae Perry
08. Jul, 2010
Most of the small business owners I know and work with in my network groups are on FB and Linkedin, and they view FB as more of a playground social network, whereas Linkedin is more serious business networking. Never the less, the numbers on FB are very appealing and because of that many businesses are drawn there looking for customers. I know many who have maxed out their “friends” at 5000, but no one is saying how much actual business they are getting or not getting from FB. I’d like FB to share its demographics and market segmentation info in addition to it’s new search engine development. You can spend (waste?) a lot of time on FB –but there has to be a ROI payoff. I think we all agree the “like” click is just what all of you are talking about –something that can be easily skewed–so may not be a good metric for business. I’m interested to see what FB offers us with upgraded search engine capabilities–I can “feel” the potential, but without good market segmentation data, it’s still just a social playground where people go to get lost on the farm or where they spend real money to collect virtual money. LOL
Nancy Burke Barr, JD
08. Jul, 2010
Hi Ryan,
I love following you and keeping up with all of the interesting information you bring to us. If the ranking is based on “likes”, how do the small fish, like me, keep up with you big boys? Right now I can rank in special niches, is that what the tags are about?
Mentor Mama
Matt Whelan
08. Jul, 2010
Okay Ryan, I clicked your like button – now tell me where to get mine!
I tend to agree with the likelihood of skewed results and “cheating” – but that’s already the way it is with Social bookmarking and Facebook users are probably more likely to use this (it’s habitual) than others use any form of bookmarking.
I like the possibilities . . . and I love seeing even little bites taken out of the Google Monster.
Chris Lang
08. Jul, 2010
@Matt Whelan, Just set up a Facebook fan page, then they will supply links to create your like / fan gadget. It will be under the admin interface. To find out how to create a fan page look for the advertising link at the bottom of any FB page, then select “Pages” from that page.
Joseph Daugherty
08. Jul, 2010
Hey Ryan
Nice post and how many millions of people are already on Facebook? I for one my wife her friends that’s just locally Ellen Degenerous (Is that the right spelling)? Oh well doesn’t matter what matters is and a whole lot of other famous people are using their service! They will give Google a run for their money over time! Yeah sharpen those SEO skills right now…
Kurt Hagemeister
08. Jul, 2010
Interesting post. On the surface, Search Results based on user “likes” is like a big “American Idol” popularity contest. Popularity may not mean it’s the most relevant page on the web about a given keyword. As others have already said, this would be hard to prevent gaming of the system UNLESS Facebook comes up with some pretty sophisticated controls. For example: only one IP address per vote per page.
But, the # of links criterion for page ranking isn’t great either. That can be gamed too.
To me, ultimately, relevant content on the page is what should matter. In an ideal world, if someone comes up with the “best” web page on a given keyword with the most relevant content, it should be ranked #1. Of course all this is subjective, and Google, or Bing, or FB are the ones deciding what IS relevant and what isn’t. And marketers like us just need to give them what they’re looking for as best we can.
Gary McCaffrey
08. Jul, 2010
Can’t see a search engine based on ‘likes’ really competing in the larger scheme of things.
As it’s only going to list things people like, not only that, it’s only going to list things people don’t mind their friends and family knowing that they like.
John Hollingsworth
08. Jul, 2010
@Gary McCaffrey,
Gary, one thing you are forgetting is that this new tool will be utilized by the new generation of web users who rely HEAVILY on the herd mentality.
This new project will have a great impact on many businesses.
Chris Lang
08. Jul, 2010
@John Hollingsworth, Look at how Digg was huge and a great traffic resource in it’s time. Digg’s front page two years ago was worth as much as 200K in traffic if you could make it there.
And that was based on likes or in Digg’s case, Diggs…
Chris Lang
08. Jul, 2010
Also Ryan, this may really throw Facebook a curve ball. The Social Network (the movie) AKA How Zuckerberg Stole Facebook.
http://www.google.com/buzz/chrislang/SPaRXmY7tf1/The-Social-Network-AKA-How-Zuckerberg-Stole
If it portrays Zuckerberg negatively enough then it could seriously impact Facebook.
Leo Leporte already lead a mass exodus of FB after Calacanis made a very derogatory post about Zuckerberg and his borrowing of some code while at Harvard.
Love to hear how you all feel on that one.
Chris Lang
08. Jul, 2010
@Chris Lang, Just read on Cnet that this is real, filming is starting now in Boston and Justin Timberlake to co star with Jesse Eisenberg as Zuckerberg.
Todd
08. Jul, 2010
Sounds like it might just be the easiest search engine out there to manipulate rankings in… Ranking based purely on user input is asking for trouble so they obviously have to have more up their sleeves.
Tammy Slater-Kendrick
08. Jul, 2010
I haven’t been impressed with Facebook’s ad campaigns thus far. From what I can tell, it looks like people are just clicking on the ads so they can get credits for the games (the majority of my clicks come from the games apps). In other words – I’m paying for clicks, but they’re not really interested in what I have to offer. After spending several thousand dollars with Facebook, I’ve gotten very little to show for it. I’m curious to know whether others have had the same experience.
Valentina
08. Jul, 2010
As someone who is just wading into the whole social media phenom this is very interesting news and needs to be digested well … one thing that is clear to me is that the big G appears to have a worthy opponent, one that is gathering steam and has the muscle power to pose a serious threat to the current reigning SE. When the guys in the majors start duking it out, its time for the minors move on up!
Thank you for
Shannan Hearne
08. Jul, 2010
Exciting! It is always gratifying to see that a social media site is working to better perform for marketers instead of stifle us and shut our ads down. Or a search engine for that matter! Kudos to you for keeping us alerted and kudos to FaceBook for keeping online marketing and SEO real!
Michelle Corteggiano
08. Jul, 2010
Ryan,
Thanks for the great info! I have 1 question, I may have missed this but, where do webmasters go in Facebook to add the set of tags that tell Facebook what their site is about?
As always…Thanks for your help!
Brett Nordin
08. Jul, 2010
Hi Ryan,
Thanks for the heads-up! I had no idea this was in motion.
If Facebook sets up the search function similar to Google where you can search, images, maps, video, web results, etc., I can see the opportunity for Facebook to augment their current search function and challenge Google.
I don’t see a segmented or selectable search function (as described above) interfering with who Facebook is or who it serves.
The tags concept sounds like what Google and other search engines moved away from (think keyword loading) and will create a poor search experience.
I believe what Google has done to emphasize on-page content and user experience will win the long-term search game. Bing is nowhere close to Google’s sophistication in this regard.
The “like” concept will get spammed out and we’ll be outsourcing “likers” from all over the world or creating “liker” bots to influence rankings.
Should open the doors for some new automation software opportunities!
Looking forward to seeing how this unfolds but Facebook has a lot to consider in order to put it’s best foot forward.
Brett
Jim Knippenberg
08. Jul, 2010
Most of the people I know who use Facebook only go on there to talk about their spouses or their jobs in front of everyone or to goof off playing games while they’re at work. I don’t use it to find out information, just to keep up with a few people (I got tired of playing the games lol).
If, however, the results show up in Bing’s regular search results, the small amount of effort could pay off really huge. I saw Chris’ comment on using youtube, and I have gotten a lot of customers from youtube.
They pissed me off, though, and since they are owned by google, google pissed me off. My highest viewed video that was chock-full of good information got DELETED “due to terms of service violation” (they accused me of spam when it was a highly informational video that many people enjoyed!) without any course of action to get it reactivated and threatened to shut my account down.
So while I love and use many of google’s tools, anybody who is big enough to “put them in their place” and make them hurt a little bit is A-O-K in my book
Tony Coen
08. Jul, 2010
@Jim Knippenberg, Right on Jim… I am with you all the way.. Google believe that they are beyond the law. In my country we have the right of free speech and yet to say anything critical of Google brings swift and savage retaliation.
I would love to see some huge law firm do a class action against them for the censorship (read deleting accounts and content) that they do on a daily basis.
And competition for Google – yeah bring it on and put them in their place.
Vin Jensen
08. Jul, 2010
Provocative news, Ryan! Thanks! And great insights and suggestions, Austin!
It would be useful down the line to know whether “likers” (those who are inclined to press a like button) are either more or less inclined to make actual purchases. If so, then the like function is a great boon to advertisers, especially if “likers” and/or “non-likers” are influenced by the behavior of other “likers”. Liking behavior might become part of the demographics that Austin suggests, and it could also be useful in terms of a site’s own analytics, if FB is forthcoming with its stats.
Bottom line is that the atypical nature of “likers” might turn out to be a good thing, if some or all of them can be identified as “sneezers” or even just “carriers” in the application of viral strategies re a new search platform.
Vin
Caliban Darklock
08. Jul, 2010
The big obstacle for this is privacy, but Zuckerberg and I agree about one fundamental thing: privacy is disappearing whether you like it or not, and being there with the right platform and the right technology when it goes away will be worth… hell, everything.
Basically, while Google is going “no, no, we care about your privacy and want to protect it,” Zuckerberg is going “well, I don’t GIVE a flying leap about your privacy, and how do you like THAT?”
And it might not be popular, but I don’t see a lot of people quitting Facebook.
Now if you’ll pardon me, I need to go find out which Voltron lion I’d pilot.
Skip Northrup
08. Jul, 2010
@Caliban Darklock, thank God for Your Night the fastest growing Social Media Site offering total segregated PRIVACY in NOT one like the others but FIVE Profiles, controlled communicaion.
Also, they are SHARING the Profits of the Company with Affiliates that join for a measly $10bucks per month.
Also, they are teamed up with some of the most well-know Name Brand Retailers like Wal Mart etc. where we can all shop and save up to 20% and get commmissions for our entire Team of people we have join and ones they have join big bucks.
Lastly for the $10 bill each month we can take advantage of something none of the others offer called Home Based Business Tax Deductions which save people $thousands each year EVERY year and I took the Course on the top 7 Major, Hugh, Significant Deductions all which are thousands of times more than the little $10investment.
Ian Brodie
08. Jul, 2010
Any use of “likes” to impact rankings – even in terms of clicks – makes it so easy to game the rankings they’ll become pretty meaningless pretty quickly. You’ll get the gangs all voting up each others stuff, or networks of low-paid offshore workers being hired for their click – just like you see on Digg and other bookmarking sites.
Interesting to see how this pans out.
Ian
Jeff
08. Jul, 2010
Austin has some good points but I don’t think living in Arizona and working for costco has much do with what they search for. They would have to use the right demographic information and profiles like if the say on there profile the love to travel, do gardening, read book and so on. I am a little worried Bing is leading the charge.
Michelle Fradella-Barfuss
08. Jul, 2010
I think this is great news for internet marketing! Competition is a good thing.
Chris Lang
08. Jul, 2010
A number of things come into play here Ryan.
First thing that comes to mind, is I can buy FB likes for a song. That right there breaks the system.
Second, YouTube is the #2 search engine in the world, Yahoo (now Bing results or soon) is #3, Bing #4. I would rather spend my time getting my YouTube videos in front of huge audiences than fool with Facebook. I am finding YT conversions way higher then FB.
#3, Does anyone search anything on Facebook? We don’t know, only Facebook knows.
#4 I have heard nothing but horror stories about Facebook ads. But not enough to decide, testing myself.
Lastly, Bing powers Facebook search, how is that going to sit with Microsoft? Or how is it going to work with it? Is this part of Microsoft’s plan.
No matter how this all plays out Ryan, it is going to be one heck of an interesting couple of years in search and social marketing!
Brenda Gagne
08. Jul, 2010
I think Facebook has it’s work cut out for them, but if anyone can do it it’s them!
They have been getting stronger and more popular by the day. Facebook ads are performing very well relative to Google. This just adds another mix to the equation.
I for one am very happy they are working on this new change. It’s a great bridge between links and likes…especially if they incorporate Austin’s suggestions!
Kenneth
08. Jul, 2010
That’s pretty good Austin! I’m not sure if I can add anything to what you said.
And here’s the thing: IF FB is successful at implementing a formula similar to your model, we’ll also see less spammy or junk sites because the all the info FB has on their users.
I think you hit the ‘Like’ thing right on the head. They will HAVE to tweak that somehow or even abandon it completely. It would also be too easy to game.
MargeP
08. Jul, 2010
I’m troubled. Facebook’s origin is PERSONAL interconnection. The SEO optimization efforts are COMMERCIAL in nature. I for one do not want my personal “profile” to be messed over with commercial interests — I am so much more than my income earning efforts and would NOT want to have the online presence intermingled. Maybe it’s my age…. but I see big trouble for folks down the line. Sure, you can exploit this for your commercial enterprises. It is my opinion that Facebook forgets who it is serving.
Ryan Deiss
08. Jul, 2010
@MargeP, I totally get you, I don’t want my personal profile messed over with commercial interests as well.
But this is touching on a different and new aspect of Facebook. This is their new search engine, so I’m talking about how to get the head start on doing SEO for it. These SEO tactics won’t muddle up your page or take away the personal nature of things.
Think of it this way, you write a blog post about how to write a PPC ad. Then hundreds of people click the like button. Then someone searches in Facebook for ‘PPC Ad Writing’, your page will likely index. Promoting your websites but not tainting your profile!
Kev
08. Jul, 2010
Wow, thats big time. Do you have a link to FB’s documentation on this? I’d love to learn more. The potential outlined by Austin has definitely got my attention.
As I dig deeper into the internet I keep recognizing that there are new opportunities popping up every single day. Its exciting.
Gary Meadows
08. Jul, 2010
Great blog and like great comments by Ryan. I personally would love to see Facebook giving Google a “shake up”!!! Can’t wait and yes I will definitely be honing my seo skills.
Austin
02. Jul, 2010
Yes… but only if they combine all the data they have from user profiles and “marry” that with what Google does with time on site and number of pages viewed stats.
If Facebook ONLY uses the “likes” to differentiate from Google I think they’ll be in deep trouble,
Here’s why…
I think “like” results will be skewed because the people who actually have the personality type (and time) to click on “like” every time they actually like a site will be different than the typical searcher.
—– side note ——
This is a problem for YELP, which can be a great resource or a way to hear from people who have no better use for their time than to complain about how they didn’t like a restaurant because a server was rude.
—-end side note—–
So, at the end of the day, the searcher gets top results based on votes from people who aren’t typical.
When they really just want to find “useful” sites related to their search term… and the only way to get at that usefulness is to track links, yes, but also HOW LONG a visitor spends on a site and how many pages they view once they’re there.
WHAT FACEBOOK SHOULD DO:
When someone is signed in… Facebook should know their “user profile” info (their demographics) so when they do a search, Facebook should track “What is this person searching for?” and then once their search comes up… “What does this type of person actually click on, spend time on?”
That’s the winning ticket right there because then sites that “rank” higher for more clicks, more time on site, and more pages viewed will come up HIGHER in the search rankings when someone else does a search (because they’d aggregate the highest performing sites based on those metrics from all their Facebook users).
Here’s where it gets freaky…
If I have a similar “user profile” (demographics) as a other people on Facebook… they could start serving up search results based on what people SIMILAR TO ME view, click, and spend time on.
That way if I’m in Arizona and work in a certain job, I’ll get search results similar to people with those demographics rather than getting random results based on anyone in the world.
Anyway, that’s my 2 (or more like 4 cents),
Austin
Ryan Deiss
02. Jul, 2010
@Austin, I love it man. Hopefully Facebook will incorporate the demographics of the person searching to populate results. This kind of potential is what I’m talking about. This may be just the tip of the Iceberg for Facebook search, and if we see them innovate in the ways you’re talking about, SEO for Facebook search could turn into a worthwhile venture.
Lawton Chiles
08. Jul, 2010
@Ryan Deiss, this is a stellar idea man. I think that the folks at Facebook have been pleasantly suprised at the amount of buzz (and actual competition they’ve gained) over big G. It seems that for us marketers, it is indeed a gold mine
I see a bunch of niche products in here for ya!
John Melanson
08. Jul, 2010
@Ryan Deiss,
We should be able to assume (yeah, I know) that FB will be using every analytic that they can to their and (supposedly) our greatest benefit. Isn’t that what free enterprise is all about?
“G” already targets ads in g-mail that pertain to what’s INSIDE our e-mails.
If FB is going to not only compete, but continue to successfully beat Google at their own game, they’ve got right and reason to use whatever info (which we agreed to let them use in the TOS) they want to use.
It’s our job as entrepreneurial marketers to come up with strategies that will exploit the highest benefit to OUR demographic and use them consistently and on a grand scale.
Thanks for the thought provoking post Ryan, and thanks to Austin too for his poignant observations. It makes for great reading all around.
~John Melanson
Tony Thornby
08. Jul, 2010
Variety is great.
The challenge for many website CMS platforms will be the extra code that needs to included above the tag. The implementation is also very techie (said as a Chartered Engineer) at the moment and beyond client maintainers.
It also looks to be a black hat seo merchants heaven at the moment: A curse on them all.
Let’s hope they refine it a lot to make it far easier to use and far less susceptible to subterfuge.
Dapadoo
08. Jul, 2010
Facebook has a lot of work to if they want to take to compete with Google. I don’t believe just having like votes will be enough to attract advanced and daily searchers.
I use Google search for all kids of task throughout the day. I use search for long-tall keywords and to search maps. Yahoo and Bing lack the results that I get when I use Google.
I don’t think adding like votes will give me the kind of results I’m looking for in my searches. I also believe that advanced and daily searchers will find that the results won’t be good enough at Facebook after giving it a try.
What I do believe is that anyone who has a website with good content should use Facebook search. There’s a large percentage of Facebook users that don’t use and rely on search engines everyday. They’ll use Facebook search on occasion just because it there and NEW. It will definitely be a new source to obtain traffic from.
Sam
08. Jul, 2010
@Dapadoo, I agree with ya Dapadoo. Facebook will need more then just the like button if they want to go up against Google in search. I think Facebook because they have everyone’s details who are going to use the “Like” button have a huge advantage over the other searches when it comes to tracking spam however those who are smart enough will find ways to exploit the Like button and Facebook’s search could easily become a mess if it’s that easy.
Ryan Deiss
08. Jul, 2010
@Sam, Keep in mind that Facebook is providing tags that we can put on our sites to let them know what kind of content we have to to help verify the likes.
But I still think the real question is, is Facebook worth doing SEO for? Will Facebook succeed? Not necessarily will Facebook beat out Google.