Michael Rosenblatt was one of two MDS 2017 summer interns. During his time with us, we challenged him to write a blog post about content that he learned while working with our team.
(Image Source: Pexels)
When we think of Facebook and Google, we tend to categorize one as a social network and the other as a search engine. Where they certainly have subtle differences, both companies have the same objective in mind which is to keep consumer attention for as long as possible. Initially, Google’s mission was to pass its users along to different sites as quickly as possible. Over the years, that mission changed to finding ways to make money off the user while they’re searching. In 2011, Google+ was launched as a means to enter into the social realm. The internet giant couldn’t seem to figure it out as they went through many failures and false starts.
As Google was stumbling to emerge into social, Facebook kept growing larger and becoming more influential. By 2010, Facebook was approaching 500 million users with real names, birthdays, photos and a network of connections. From a hotel perspective, the growth rate and number of active users of Facebook is what makes it so enticing. Given all the data Facebook provides, creates for a tremendous opportunity to capitalize on potential guests for your hotel. When creating a Facebook Ad, your hotel can optimize the ad by targeting specific location, demographics, age, gender, interests, behavior and connections. Due to specific targeting, your hotel should have a precise idea of who they are intending to reach. One imperative element your hotel should consider is optimizing for SEO keywords. The idea is to choose keywords that are relevant and provide value to your hotel. An extremely useful tool to assist you with this is, Moz’s Keyword Explorer. This tool provides accurate monthly search volume data, an idea of how difficult it will be to rank for your keyword, estimated click-through rates and a score representing your potential to rank.
Why SEO for Facebook is Now Important as Ever?
Little-to-none of Facebook’s activity is indexed by Google or other mainstream search engines. Therefore, it is essential to start optimizing your hotel for Facebook’s internal search.
5 Actionable Facebook SEO Tips:
- Facebook social signals can have a lot of potential for SEO value – use it as a channel to build traffic and links back to your hotel website.
- Name your profiles correctly and fill out the entire profile completely – use the full name of your hotel across all social media channels. All areas of the profile should be completed: photos, bio, videos, links, topics, tags – whatever the channel offers, take full advantage of it.
- Take advantage of the customized meta titles and images when you share links in your posts. Facebook will automatically pull in images and titles from your website to display in a carousel like post – however, you can choose which images you wish to upload and edit the text.
- Link to legitimate accounts – remember relevance is important and if the social media profile of a group or user looks unnatural or keyword-stuffed, your reputation is at risk.
- Ensure UNAP (URL, Name, Address, and Phone Number) are accurate and consistent. Never use variations of your hotel’s UNAP.
As Facebook continues to grow past its current 1.9 billion users they are going to keep innovating ways to capture the user’s attention. One of those ways is by continuously improve the user’s search experience. Google is aware of this threat, as of July 19th Google announced to redesign their mobile search app with a personalized feed. The offering is called “Google Feed” which you may note is very much like Facebook’s “News Feed.” Facebook and Google are battling for attention online so it is imperative they each continue to innovate and evolve. With that said, it is important to stay up on the latest trends for both platforms in order to optimize them for your guests. With this post, I wanted to specifically highlight successful SEO tips for Facebook. Facebook’s News Feed algorithm has a history of being updated on a continuous basis. Therefore, staying up-to-date on these changes is critical to the success of your hotels presence on the platform.Read More