What Is Graph Search And Advertising On Graph Search [Step By Step]

Graph Search

What is Graph Search?

Facebook’s technology for finding people and things that are socially connected

What is Graph Search For?

  • “Find people who share your interests”
  • “Explore your world through photos”
  • “Discover restaurants, music and more”

How Does Graph Search Work?

The Facebook search bar will suggest top search terms as you type. Search terms include all social objects : people, pages, places, apps, and groups to help users discover things that are most relevant to them.

The results page returns unique results tailored to the user who is using Graph Search. This provides incredibly relevant results to the searcher. Results that are socially applicable to the searcher will be displayed higher in the rankings. Also, brands that have been engaged with (checked-in, reviewed, liked, etc.) by the searcher’s friends will be more prominent in the results.

Fun fact : When social results are minimal, Bing search results are displayed to supplement the search.

Can You Advertise With Graph Search?

Can You Advertise on Graph Search?

Currently, the only option to advertise on Graph Search is through Sponsored Results. You can learn more about Sponsored Results from Facebook Help. Sponsored Results currently only display within the search bar auto-complete dropdown, but we believe these will eventually be displayed among the actual results.

We expect that brands will be able to use search data for Retargeted Ads in the future. We also anticipate relevant ads similar to Google Search Results.

Optimize Your Brand for Graph Search

1 : Add Open Graph Meta Data To Your Website

Open Graph Meta Data is essentially more tags in the <head> of your website. These tags are specific to sharing information on Facebook. Brands are able to tell Facebook how they want their content represented when shared. Control things like your Page Title, Description, and Images that are displayed.

Here’s a sample of Open Graph Meta Data code :

<meta property=”fb:app_id” content=”YOUR_APP_ID” />
<meta property=”og:type” content=”goodfood” />
<meta property=”og:title” content=”Pizza” />
<meta property=”og:image” content=”http://www.example.com/pizza.png” />
<meta property=”og:description” content=”Hot Pizza!” />
<meta property=”goodfood:pizza” content=”http://www.example.com/yum”/>

Learn how to setup Open Graph Meta Data here

2 : Complete Your Facebook Page 100%

Any fields that are left open, should be filled in. This includes fields such as address, hours, and anything else that may be missing. Facebook will be using this information to index your Page. Without all possible input signals, Facebook might not serve up your Page in the results.

3 : Continue To Build a Fan Base

Many of the search results are ranked by total social connections. It’s simple—the more fans, the more likely the brand will appear in the results. Warning : Don’t resort to “buying fans” or using cheap tricks to attain fans. The quality of fan base is still important, especially when attempting to reach this audience organically. In the future, Facebook may examine engagement of particular posts to determine search results.

4 : Develop Engaging Content

Creating social connections between users is the key to receiving search results exposure. In the near future, we fully anticipate Facebook to incorporate Page’s posts and fan’s Comments. We also anticipate Facebook leveraging URLs that have been Liked in relation to the brand. This creates an incredible opportunity to drive people to your content, which can ultimately lead to more engagement.

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Samir Saleem

An innovative and dynamic marketing expert having worked for both local and multinational organisations,having expertise in leading diverse assignments on devising digital/social media marketing strategies, promotions, public relations and business development. As an experienced social media strategist and business analyst, he manages several brands via his 2nd Startup Hybrid Signals (www.hybridsignals.com) Samir is an award winning technology and social media blogger and can be reached at samzbest@gmail.com

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