How Will Facebook Graph Search Impact SEO?

Key Takeaways

[Music] hello I'm Mar nuland and welcome to another episode of search engine journ in this video I'm talking with Julia from Commerce brain about Facebook Graph Search now we were discussing before the interview this is a new thing you have to optimize your site in a different way from optimizing for say Google or being tell us your thoughts yes so uh Facebook Graph Search is still new it's still in beta and not everybody has access to it but uh it's much more than actually search it has to do with Facebook marketing and your presence on Facebook uh and it is different from a on Google because you have to uh optimize your organic presence uh which is every all the content you have uh photos videos um using kiler apps that collect emails um and really have product specific contact that can convert that traffic versus talking about your company culture or any um non-relevant stuff to your business um and it's different because it it will deal with a lot of data uh big data that very hard to parse but it will show up Facebook already categorizes this data and it teaches users how to uh add more uh data about themsel add more public data uh how to discover it so if you already playing in this field um organically and start playing with ads um and using power tools like power editor and shoutlet you will be ahead once the search is on because search is just one of the amplifiers of Facebook marketing that will bring that qualified traffic to your side and back that will keep buying stuff so give me some examples of some companies doing this yes so I just gave a speech at internet retailer uh at um in Chicago and I showcases two great companies event bride and zaposlite um uh skyrocketed and they learned so much from the activity based data uh from their customers and they're ready for that search and Discovery experience now zapas had a very interesting story because in the past they just had Conta content on their Facebook page about company values and the happiness which we all know and it's beautiful but it didn't bring any money and so they started working with the agency and they probably waited wasted some money but they learned that um what kind of content to put they put only uh content about new products and silly products and it's very um very direct sales approach they also uh started using powerful tool shoutlet and power editor and now when you look at that traffic it's like a perfect um I call it high-speed uh Lane because the traffic if you see even on compete is going back and forth to zapus and it converts very well uh when I saw it at compete I was like oh my God this is great data then I contacted the people at zus my secret agents and they told me well Julia that's awesome data and uh compete showed 3,000 users a month but they said this is just less than 1% that we get wow so and of course they couldn't disclose all the data but um they gave me some points and I have a slide that you can look at it turned out that they have about 1.2 million uh people going back and forth and the big chunks of those people people convert and they spend a lot time on Facebook imagine what happens once the search is on they are ready and um you really have to study their page it's very it has videos great photos links um and it's very specific in direct sale all of that will be on it's already been discoverable yes on Facebook and um it brings money they're making about two million a month on that just Facebook very interesting yeah so um I know that you're working with a ha care product uh company launching and hoping to do this what tips and advice are you giving them for optimizing uh their site for this new Facebook search I think uh um whether it's a beauty product uh retailer or um any other category retailer you have to look at you know is Facebook is a good place for you and most of the times it unless you're um selling something for uh grandmas and grandpas probably it will not be the place but um for other categories it is a way to get very qualified traffic and you need to find a strategy that works for you that's balanced with Organic and paid because all of them they're connected it's not what we know from Google oh you can only rely on organic or paid is completely different and usually experts very deer in those two areas uh in Facebook you have to integrate both of them and understand how it Works uh because there is three things there is organic there is paid and there is earned and you have to find the right strategy in Balance uh to really have a lot of earned so that eventually you don't have to pay money to Facebook you will get a lot from the organic and you have to start playing with it right now before this uh channel is crowded and presumably with that and we we know what gets shared well on Facebook you're going to have to have not just good but great product photos that are really clear maybe some funny content as well humorous stuff as you say new stuff novel that people really like to share and comment on and having that kind of comment presumably that kind of content is going to be crucial to making sure that you you you deliver well within Facebook definitely and it should be something that people can be passionate about uh whether it's going to be a sexy product that people aspired to have because it looks good uh or it's a silly product or it's a new one that's very cool um and that's what you can see from The zers Experience now um there are tons smaller sites like pet flow which uh specializes in um a pets um in the pets uh industry and they have tons of wonderful opportunities to play on the emotions and feelings so there are a lot of pet pictures of doing anything and people of course like and share moreover most of this content they actually content they source from the actual customers they don't even produce it so that's another bonus um but yes you can't just post anything uh if you're just self-promoting yourself it's not going to work you really need to think what is it that I want to do uh on Facebook I want to get traffic and people to buy so if this is the case that should be the content that should be uh the apps um and also Facebook marketing uh whether it's advertising anything it amplifies any other marketing that you're doing so um the search will be an amplifier uh the marketing right now is an amplifier because it amplifies your email marketing and um you you just have to start playing right now to get um the competitive piece in that industry Julia thank you very much if people want to contact you how do they do that sure so they can go to Commerce brain.com uh and um either call me or reach out at contact Commerce brand.com and I would be happy to answer questions or provide Consulting on their Facebook marketing or uh traffic or conversion optimization Julia thank you very much thank you I'm Mar newand with search engine Journal I'll see you next time