By Marc Purtell | Director, SEO
Editor’s note: This is the final post in a 13-part series on the newest search marketing strategies that will enhance your brand’s search strategy. All 10 search strategies, including 3 bonus search strategies, can be downloaded in our new report, “10 New Ideas for Enhancing Your Brand’s Search Strategy “. Download here.
Facebook’s Graph Search is the latest and most impactful shift of personalizing search. Since the early days of Facebook advertising, there have been countless advertising options launched within Facebook, some very beneficial to advertisers, and others downright embarrassing to Facebook due to privacy concerns. There have been several common themes, however, as advertising has evolved on Facebook. Advertising on the social network has consistently become more interactive. More importantly, it has become more dependent upon the audience’s (and brand’s) connections. In sticking with the trends, these connections make up the backbone of Graph Search.
Graph search takes an object-oriented approach to search as opposed to keyword oriented as is the case with Facebook’s current search engine, called PPS. The Facebook graph is the collection of entities and their relationships on Facebook. The entities are referred to as nodes, and the relationships are known as edges. Nodes include entities such as pages, places, events and applications while edges are the methods of interacting with those nodes such as liking, commenting, tagging and checking-in. Graph Search aims to identify nodes relevant to a user’s search based on connections they have to the nodes and any constraints they put on the edges (i.e., nodes liked by friends).
Because Graph Search currently only returns nodes in its search results, it is important for brands to have assets in as many relevant nodes as possible. Since page nodes are relevant to virtually any business, this is the most basic node in which to have an asset. Depending on the type of business, other nodes may also be relevant. For example, if the brand has physical locations, each location should have a place node. Graph search returns results from a variety of nodes for the same search, so the more nodes a brand has, the more real estate they can potentially own within the search results.
Promotion of a brand’s Facebook assets is also more important than ever. Graph Search places priority on nodes that are in some way connected to the searcher, whether it be directly (the searcher likes the node) or indirectly (the searcher has friends that like the node). The more users that engage with a brand’s assets, the larger the audience will be that can potentially see the brand returned in Graph Search results.
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