What is Facebook Optimization?

Facebook optimization is a new term that probably most of us have not heard about yet. It is just a little more than a year since the concept of social media marketing has received special attention in the field of search engine optimization. Facebook became popular all of a sudden, and many brands have taken advantage of Facebook as an effective method to increase website traffic and internet marketing. Facebook marketing includes mainly 2 things, the first one being news feed optimization and the second one being the optimization of the like button.

News feeds

News feeds of Facebook are of two types. They are Top news and Recent News. Top news is shown on Facebook wall by default. Just like Google, Facebook also has an algorithm that determines which news is important and should be placed on top. The exact strategy for determination of this ranking is unclear as Facebook will not reveal them.
When Google call this ranking as Page Rank, Facebook call this as Edge rank. The main aim of Facebook SEO is to score a higher Edge Rank for our news feeds so that they appear at the top on our friend’s and customer’s Facebook wall. It is observed that only 10% of the total Facebook users optimize their news feeds to get a higher rank.
There are two components of a news feed. They are ‘the object’ and the ‘edge’. Object means any post, images, videos or news feeds that we would like to share. Edge is what something that is happening to that object. Edge can be a like or comment. When both the object and the edge is combined it is called the edge rank.

There are four basic factors of an Edge Rank

1. Affinity
Affinity is the social value of the object. This is determined by the total likes and comments it receives. If a news feed has more comments and likes than any other feeds, it ranks higher and will be displayed on top.
2. Weight
Weight is based on the type of content we share. For example, a video has more weight than an image. An image has more weight than text, and so on. More weight means more Edge Rank.
3. Relevancy
Relevancy is the relationship between the creator and the user. If we respond to comments we receive and we comment on other’s news feeds, there is a relationship between the person getting and giving comments. News feed from a person who have more relationship with you will rank higher in your wall.
4. Time
Time is important in edge Rank. Fresh news feeds have more preference over comparatively older contents.

Other factors affecting Edge rank:

Production metrics –
Number of news feeds, Number and types of videos and images and number and type of status messages we share affects the Edge rank.
Engagement Metrics –
It includes number of likes received, number of comments we receive, page visits per week and number of active users on our page.

News feed (cont.):

1. Interval between posts
You can post news feeds often but not too often. There should be a balance of time interval between posts. Suppose, you need to post 4 news feeds per day. You can post the first one in the morning and second one in the afternoon and third one in the evening and the fourth one at night. If you post all the four posts at the same time, your posts are more likely to have a less Edge Rank.
2. Direct posting
Most of the users prefer auto posting on Facebook. Auto posting is not a good move if you wish to get a higher Edge rank in Facebook. Posting the news feeds after logging on to your Facebook account will result in comparatively higher Edge rank.
3. Unique content for posting
Each time you post news feed you need to have something fresh to share. Same content should not be shared again and again. This will considerably decrease your ranking. Do not make your visitors bored by sharing old stuff. Get something new and attractive to share with them.
4. Keep it short
We recommend on Facebook that news feeds with less than 80 words have more chances to be listed on top news feeds. Keep it short, sweet and simple.
5. Do not publish lots of feeds at a time
There should be some time gap between two feeds. If you share everything together, all of your news feeds will not be displayed on the Facebook wall. It will only show as ‘…….and 10 more from (Your Name)’. This will also decrease Edge rank.
6. Post videos and Images
Videos have more weight than images and images have more weight than texts, as said earlier. If you have some videos to share, give preference to it than images or texts.
7. Your presence on Facebook
Another important factor is your relationship with your visitors. If you get a comment, just reply to it. If you find some of your friend’s news feeds interesting, just comment it. This is how Facebook finds out that you are directly related to another person.

Facebook likes:

When you place a Facebook like plug-in on your web pages or blogs, there are certain things to take care of.
1. Allow users to add comments associated with the like button. This will significantly improve the clicks are sharing of your content online.
2. Placement of your like button is another important factor in getting more clicks. If your content is an article, place the like button on top and bottom of the article. When the user completes reading your article, he will click on the like button placed on the bottom of the page. If you have more than one videos on a page, you can consider placing one like button after each video.
3. If like buttons are placed near visual contents, it increases the click rates dramatically.
4. Like buttons that have the thumbnail images of your friends previously clicked on it will receive three to four time more clicks than those having no thumbnail images.
5. Asking some questions like ‘Did you like it?’ next to the like button will increase the clicks on the like button.
6. Most important of all is posting some content that is meaningful, useful and interesting for the visitors. Good quality content only receives clicks.
7. As with news feeds, time is an important factor for like buttons also. The content that you post must be fresh with reference to the current events. Outdated content is not likely to receive any likes from users.
8. Enable cross linking to other posts or external links to related content on your pages. Easy navigation will satisfy your users and this will result in more clicks on like buttons.
Social media marketing is changing so fast. So it is important to keep up to date with the latest trends and tricks regarding social media marketing. This will ensure benefits of your efforts. Optimization of social media sites is not about linking and structure, but is about social value and engagement.