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Facebook rolls out Graph Search; how is your social media optimization?

Posted by Todd Hoffman on July 12, 2013

Facebook Graph Search logoFacebook is rolling out their new Graph Search function to all users. As we explained in this article, Graph Search seeks to change traditional web searching by basing results on the activities and profile of Facebook users and their friends.

With Graph Search, Facebook “Likes” outweigh traditional search engine optimization (SEO) factors. This means that businesses should start thinking about social media optimization (SMO).

Traditionally, search engines receive keywords and deliver a list of results based on a website’s text, popularity and location. Graph Search uses keywords to suggest natural language phrases and identify relationships with existing objects (people, places, things) within the user’s Facebook sphere. The results are then based on the activities and profile of the user and their friends.

Facebook Graph Search Example

Facebook announced this week that in addition to rolling out the feature to everyone, they have made improvements to Graph Search’s query understanding and results. Facebook has also improved speed and interface design. The company says that this is “just the beginning,” and that additional query improvements and a mobile version are coming soon.

However, this is not a reason to ignore Graph Search in your business’s social media strategy. This technology is definitely in its infancy, but search results based on social media data is the future of search. It’s not confined just to Facebook, either.  Google Plus, Google’s social media tool, was built around the idea of combining social media data and search. For that reason, any businesses that are not making meaningful social media connections now, may soon find themselves at the end of the list.

Find more strategy advice here: Facebook’s Latest Changes Emphasize Interaction.

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