If somebody searches for your business name, or your target keywords in your region, what do you think they should find? Hopefully the first result is your website. After that, you want them going straight to Service Magic, right? Wrong. You want them to go to other places where you're in charge, and where you can turn those site visitors into leads without paying somebody else (like Service Magic).
So other than your website, what links do you want your visitors to find? Your Twitter profile, your Facebook page, your Google+ page (or Google Places page), and any other social media or channels of your choosing. But you need to take some efforts to get those pages up above your competitors.
So how do you improve the SEO of your Facebook fan page so your potential customers can find it more easily? Conveniently, SEOMoz recently published a great post about SEO for your FB page, which you should check out. We took a few key takeaways from the post that we think are particularly important for those of us in the home energy space:
1) Have a Good Page Title
Your fan page title serves, for SEO purposes, as the "meta title" of the page. If this is Greek to you, check out our free white paper on web marketing 101 for home performance pros, but long story short, it's the most important content on your page for search engines. Keywords in this section can be good ("insulation," "energy audits," etc.), but too many keywords can make your title look spammy. Best practice is to limit your title to your business name.
Example: "Complete Home Evaluation Services"
2) Have a Good "About" Section
The "About" section of your Facebook fan page serves as the "meta description" of your Facebook fan page. After the meta title, this is some of the most important content, and is often the "snippet" of content that shows up in search engine results under the link to the page. Keep this in mind when you're writing the "about" section of your Facebook fan page--while something clever can serve you in some ways, it's probably a better idea to include some key, useful information on this part of the page (geographic info, keywords and/or business name). Having your business address here is a great idea, as that serves as a citation that can help your overall SEO.
Environmental Consultant - Home Improvement
1743 S. Horne, Ste 100, Mesa, AZ.
3) Vanity URL
A strong URL with relevant keywords is very, very good for SEO. So coming up with a vanity URL for your Facebook fan page (which you can only do once you have 25 likes, but which you should do as soon as you hit that number) is an excellent, easy way to boost the SEO of that page. Your business name is a solid choice, but you can also modify that if need be to include some keywords ("energy audits," "energy efficiency services," "insulation contractor," etc.) -- we'd recommend sticking to one keyword, as having too many in there will look like keyword stuffing and could be penalized.
4) How Status Updates are Tied to SEO
The first 18 characters of a status update on your Facebook page serve as the SEO title of the update. So, consider using keywords at the beginning of your status updates. Furthermore, Google places emphasis on the first word of your status update than the rest. So, don't sweat it if it doesn't come natural in the post, but, if they fit and make sense, keywords here are good.
Example: "Home energy audits are the most important step to an environmentally friendly, energy efficient home. Have you had yours yet?: (link to your blog)"
It is worth noting, that being too SEO-friendly in your status updates can damage the "viral potential" of your post -- readers are more apt to click, like, comment and share posts that have a catchy headline, maybe ask a question, and are surprising or interesting. The more people that like, comment, and share your post, the larger the number of their friends that may see that post. So it's a delicate balancing act -- we wouldn't recommend sweating SEO in your status updates as long as your bases are covered in the other sections (title, URL, about).
Of course, Google's algorithm is still based largely on links, and link-building is one of the most important steps towards strong search performance for any page. Consequently, one of the best ways to improve the SEO of your Facebook fan page is to increase the number of links directing to it. You can do this on your website (on every page if you want), from your blog (if your blog is separate from your website), your Twitter profile, your email signature, and on any other site that you have administrative control over.
For more info about how social media can help your business, download our free white paper on social media for home performance pros. Or you can chime in in the comments section. Or if you're really interested in ramping up your web marketing, feel free to contact the Energy Circle PRO team here!