Facebook Graph Search - An Introduction to the Basics

Facebook Graph Search

An Introduction to the basics

The Three Pillars

Facebook

TimelineNewsfeed Graph Search

What is it?

• A way to unlock all the information around individuals and places

• Makes every action and connection searchable• Example searches: – All images that I have liked– Dentists in Southampton that friends like

• Links with Bing for web results

What is it?

• Each individuals connections completely customize the results

• People, photos, places and interests are currently the only things available in the beta

• There are plans to expand Graph Search so that user posts and comments are searchable

Graph Search and web search are very different. Web search is designed to take a set of keywords (for example: “hip hop”) and provide the best possible results that match those keywords.

With Graph Search you combine phrases (for example: "my friends in New York who like Jay-Z") to get that set of people, places, photos or other content that's been shared on Facebook. We believe they have very different uses.

How Does It Work?

Who Is It For?

• The core focus is for people to be able to find useful information on the network

• It is to show how more relevant social search is than web search

• Brands are secondary during this beta period although can stand to profit from it

Results

• Results are based on a number of factors including:– Information shared by a business/person– Connections of an individual user– Individual users activity

Example Results

Local SEO

• Local search available from day one• Results = combination of information created &

shared by the business + connections of the individual running the search

• Business page is not required, some businesses are auto generated when people add them/check in

Local SEO

• Important to claim auto generated pages and link with current page/create new page

• Report and remove duplicate auto generated pages• Ensure all information is up to date• Share relevant content for your business• Think about offers, latest products/services etc

Local SEO

• Name, vanity URL, and info in ‘About’ section all help people find the page

• Update address to ensure the page appears as a result when searching for specific location

• Focus on attracting the right type of fans to your page and give them a reason to interact

Graph Search Local Example

Auto Generated Local Page Example

EdgeRank

• Graph Search puts the emphasis on ‘Affinity’• The more someone engages with the page the more

likely their friends & friends of friends will see the result

• Affinity x Weight x Time Decay

What Content?

• Offers– Gives incentive for someone to go to the business

• In store check in offers– Give people a reason to affiliate themselves with

the business within the business• Photos– We know these generate higher engagement

within Facebook

Conversation

• Graph Search makes having conversations with fans very important

• EdgeRank puts a greater ‘weight’ on comments• If someone has commented a lot, the page will be

elevated within their own, their friends and their friends of friends searches

Conclusion

• Graph search is still at an early stage • It is important for local businesses to understand

how it may affect them• Ultimately it sounds like Graph Search is rewarding

those pages that operate and use the Facebook platform best

Sources: Facebook, Street Fight, Search Engine Land, Bing Blogs