Facebook’s complex algorithm and SEO
Sara Sargent
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Conquering Facebook’s In-Platform SEO

Like Google, Facebook is constantly modifying and updating its algorithm. Without these updates, we wouldn’t be able to receive the news that we do on our feeds. In fact, Facebook uses third-party cookies to tailor our scrolling experience – thus the need for the constant algorithm rotations.

Is that algorithm rotation impacting your Facebook SEO, though?

In a word, yes. (Of course.)

With the constant changes in SEO element value, you can never be certain how your content is going to rank, or if it’s going to appear on the right audience pages. That’s what makes organic reach through the Facebook platform so difficult. It doesn’t come with any guarantees, and it frequently drops for seemingly no reason.

So how can you Facebook-proof the content you want to share through Zuckerberg’s platform? When in doubt, it’s time to go back to the basics.

Tip #1: Focus On Locals

Local SEO has proven to be a boon on platforms like Google. However, it goes underused on Facebook. If you operate a brick-and-mortar business, you need to share that business’s location with Facebook. When you do, more consumers will be able to find your business when they search for things to do in their area. Likewise, your advertisements will appear local consumers’ feeds more often.

You can also integrate more localized keywords into your advertisements. Even as the value of keywords shifts, locality remains essential to the visibility of your content.

Tip #2: Link, Link, Link

Links have always been the backbone of SEO, be it on Google or through Facebook. As such, you’ll always be able to rely on links to bring consumers to your content. When working with the Facebook interface, you’ll want to balance your internal links with your external links. Create connections with other Facebook pages and posts as often as you do with external content. By building up a network of this sort, you’ll be boosting your content’s authority in the eyes of the Facebook algorithm.

Also, make sure to post links to your business’s website through your Facebook. While local affiliations will make sure your content appears to nearby consumers, a link to your website will double down on your audience goals. You may even be able to draw consumers away from the Facebook interface and toward your check-out!

Tip #3: Choose Your Keywords Well

As we move into a more mobile-oriented area, our choice of keywords needs to be more deliberate. While you’re probably researching your keywords, are you prepared for consumers to start searching Facebook with voice-to-text?

The best way to boost your content for Facebook mobile is to use question-oriented keywords. When someone speaks into her phone, she’s going to be speaking as she would to a friend. Ask rhetorical questions in your work to catch a crawler’s eye. When you do, more consumers will have access to your content, and you’ll be able to circumvent any immediate changes to the Facebook SEO algorithm.

Not sure what to do with Facebook’s ever-changing algorithm? When in doubt, go back to the pillars of SEO. You’ll continue to find success by boosting these elements, no matter how many revisions the algorithm undergoes. 

Image attribution: Chinnapong – stock.adobe.com

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