(S)SEO

Social Search Engine OptimizationFacebook Search

Search is still outperforming Social (revenue)

How do people search?• Search as evolved surprisingly little over the past 10 years. With

Google in the helm little has been added to the global search experience• Its still about internal and external influencers such as links and usage

of keywords• +/- 80% of searches are informational* and with more usage of

mobile searches have become more question based• *10% navigational and 10% transactional

Impacting search results on Facebook• At core the impact is the same as on Google with emphasis on

keywords and accounts that allow open access to their content either because you are a part of their circle as a friend or the account is open

“Facebook recently crossed 1.5 billion searches per day and we’ve now indexed more than two trillion posts. This is a huge set of unique

experiences and perspectives, and by allowing people tounlock this knowledge, we have a huge opportunity to create

value for the world in coming years.”

Facebook says they have a different twist• Re-live your favorite memories. Now you can use Facebook Search to

find photos, posts, videos, and links by searching for words in the post.• Now you can search and see what the world is saying right now about

the topics that matter to you, with results that are up-to-the-minute and personalized.• Connect with people, whether they’re old friends or new.• Now you can find anything that’s been shared with you on Facebook.

Your friends and other people can find things you’ve shared with them.

Who can find our stuff?• For you personally Facebook says you are in control of who can see

the things you share on Facebook. For example, if you post a photo and set the audience to:

• Only Me: If you choose this audience, no one else can find it in search.• Friends: If you choose this audience, friends will see it in their search

results.• Public: If you choose this audience, anyone who searches for it can

find it.

Informational search results are there

I did actually search forrestaurants in Oslo.

But still relevant results.

By the looks of it you have to be logged in

Where is the geothermalarticle from the timeline?

The context is not there yet

This is one is number two but hasmore likes, shares and comments. But better keyword relation and is that then the focus?Or did the spend more on advertising?

Top post based on what? Likes, shares, comments, keywordsor advertising spend as a sample?Top organic post for “lasagne recipe”

What about misspellings?

Are these relevant?

Top organic post froma Facebook friend

Pages results for Sjokolade

Flights to Iceland• The search for flights to Iceland Facebook takes me to “flight schools

in Iceland”

But I do get some postsabout flights to Iceland

Phrase match does not work (sometimes)

But the text is here andI have liked the page?

Nothing?

What the SSEO needs to understand is• What type of searches are happening?• What type of results come up?• How can you influence these results?• Does it matter who is searching in regards of what comes up?

• Is there a „filter bubble“?

• All this is important because it should influence how we write posts, what type of accounts we use for our self's or clients etc...• Also look at the settings of pages, are there restrictions there?

• Similar Page Suggestions?• Comment Ranking?• In the name of the page should there be a keyword?

• What about the descriptions?

Things to read• http://

www.socialmediatoday.com/social-networks/adhutchinson/2015-10-23/facebook-upgrades-search-improves-discovery-real-time-news

• http://newsroom.fb.com/news/2015/10/search-fyi-find-what-the-world-is-saying-with-facebook-search/

• http://search.fb.com/

• https://en.wikipedia.org/wiki/Facebook_Graph_Search

Takk!@Optimizeyourweb