Less than a year later, the floodgates in their search engine opens from inner-circle results to real-time, public information and articles. You could now search for any post in their over 2 trillion indexed articles. Facebook became a search engine which competed with the likes of Google for industry news and trending topics.
Since Facebook’s search was in its infancy at this time, testing sponsored results may have been too soon since search functionality was confined to page names, profiles, games, etc…
Search took pages, groups, and people and put them to a wheel of filters which returned results that were different for everybody and was personalized to every searcher. It allowed users to use natural language like, friends near me that like DC Comics” and return results for just that.
The two major flaws in this were:
Results were short-lived as it turned into competitors targeting competitors relentlessly to steal visitors. In June of 2013, under a year of Sponsored Results’ formal release, they were terminated.
As far as a search engine was concerned, Facebook had a long way.
2015, October: Facebook expands search to all 2 trillion people posts
Viewing Facebook as a search engine
So you couldn’t target based on keywords nor could you make the most of a searchers affinity. Which means by targeting another webpage or product, that the only way to target was.
As soon as Facebook started its Graph Search in 2013, it was simply a matter of time until it became a big player in the search engine game.
At least that is what you’d have had to look to find friends you should stay away from…
Facebook Search had returned results based on existing pages. There was logic in the algorithm other than page or the individual you’re looking for in your query’s name. That changed with Graph Search.
But Graph Search was limited so far as optimization was worried. The results it returned focused on providing a response on the relationships between people, places, and things on Facebook instead of a connection that contained what was likely the answer to your query like Google.
This was the obvious move by Facebook. They took what was already seemingly amazing at the time and added the capability to pull on people your buddies have interacted, results based from your friends with.
It was an IFTTT announcement on steroids which never missed a workout.
It was that Facebook became a major player in search.
- You had to know what and whom you were searching for.
- You also had to trust that what you were looking for had a page or tag associated with it.
2014, December: Facebook adds keywords search performance to Graph Search
Prior to any search functionality in Facebook, It wasn’t until 2014 when Facebook launched a version of the 2011 Places directory which Local Business Search became a focal point to compete with FourSquare and Yelp.
Facebook began implementing keywords in database and their algorithm and has caught up with typical search engines. Bundle that knowledge with the fact that 600 million users visit company pages, and Facebook alone has a whopping 1.5 billion searches every day.
All we must do is crack the code. Unfortunately, it seems Facebook is a bit more secretive than Google on what are and are signals in
- Facebook has a large user base with their search engine
- Local companies can be discovered using search
- Local business are rated using search
Optimizing for neighborhood Facebook SEO
When the number of companies listed on the media was just about 100,000, facebook has been a directory website to get their organization page because 2007. It enabled businesses to be in front of one of the fastest growing networking that was social networks on the planet, but the discoverability of your company was confined to brand awareness and mutual relations.
According to a survey by Square, a brand was found by 52% of consumers . That’s a pretty significant number to be passing off.
Facebook has provided a means for clients to engage with brands than a search engine. But the search engine has come to Facebook and the data shows it is being used by people. To stalk their ex but also to locate businesses.
Sounds a lot like local SEO. But this time, it is not about Google or your website.
Bing has gone the opposite direction about how they use participation metrics from social networking, despite Matt Cuts denouncing the claim that Google uses social signs in their algorithm.
Social networking platforms were merely viewed as traffic boosters and possible signals for your site.
Facebook sees over 1.5 billion searches daily and more than 600 million users see business pages daily. They still have a ways to go to reach Google’s 3.5 billion searches per day. That said, claiming search questions over 40 percent of what the search engine giant has — as a social networking platform — is not anything to scoff at.
When searching for a company in Facebook’s Search that’s near you, you’re going to get results which are similar to the on Google. If we know anything about neighborhood 3-packs, it is that there is definitely.
The entire reason is that the value and opportunity begin throughout the consideration stage with search engines. SEO wouldn’t be much of a thing if search engines were not used by any one. But they do and it’s.
Why Facebook Search is important for local companies
And with the launch of Facebook Local in 2017, the network is currently getting .
So, without search analytics from Facebook, really isn’t a lot we could do to optimizing for positioning. At least now there isn’t.
It’s a matter of finding out why Facebook chose to rank Lightning Landscape & Irrigation over Dynamic Earth Lawn & Landscape, LLC when Dynamic Earth is equally confirmed and closer.
Coming into 2019, Facebook has started search advertisements. They’re not keyword-based yet. Rather, they serve as extensions of news feed advertisements and only on advertising formats that are supported. It is quite an improvement from the first search ads which were abandoned in 2015.
Jake Hundley is the founder of Evergrow Marketing.
Without any good advice from Facebook, I think it’s time for the SEO community to begin thinking through the social networking platform itself. As enhance and it continues to grow its search features we should begin viewing it as an improved search engine.
Trying to decode this code has led the concept of optimizing your FB business page”, including myself. But most appear to be focused on optimizing Facebook pages to rank in search engines that are other instead of Facebook itself.
It’s the kind of subtle testing that could definitely produce some analytics that are useful in pursuing a full-blown search ad feature.
I’d really like to see their new search ads beta prompt and really get traction Zuckerberg to look at marketing to be searched by a approach .
1) Ad space on information feeds is decreasing.
Facebook testing search ads
Their community business Graph search.