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Optimizing Your Facebook Business Page


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1. Maximizing Your Page Description

Take advantage of the company description to explain everything a customer might need to know about your business.

Start with all the basics:

  • Website
  • Phone number
  • Physical address
  • Hours of operation
  • Customer service hours
  • Other social media accounts

The more seriously you take this section, the more seriously people will take your business. If your customers know what to expect from you they’ll be happier overall, and won’t be trying to get in touch with you when you’re not available.

Use this section as more than just a bland description, use it to sell your company. Don’t be afraid to go all out here — you may think people aren’t going to read it, but it’s important for SEO and when people have questions about your business this is where they’ll go.

2. Customize Your Username and URL

You may have already done this when you set up your page, but if not then it’s time to do it now. You can also change your username if necessary, but you can only do this once so make it count.

In some cases you’ll need to verify your account with a mobile phone before you can set a custom username.

Whatever username you choose will end up being your page URL, so it’s very important for SEO purposes.

It’s easy as pie, but you need to choose a username that is:

  • A perfect representation of your brand
  • Simple
  • Easy for customers to remember

You just need to go to your page, click “About” on the left side, and then click “Create page@username.”

Or, you can simply go to http://www.facebook.com/username and you’ll see the option.

3. Customize Your Page Tabs

You don’t have to live with whatever default page tabs Facebook gives you. Instead, you can change the order, remove tabs, add new ones, and set up custom tabs to meet the unique needs of your business.

It’s probably a good idea to keep the basic tabs, like About, Photos, and Posts. But you should definitely consider adding a few other pages that provide customers with the info they need.

Just go to your page Settings, and then click “Edit Page” and you’ll see the option to “Add a Tab” at the bottom.

These extra tabs will give you many more options for customizing your Facebook business page and providing your customers with everything they need.

You can also set up pages that are only available to some people, like your page fans or people who have a special access link. This is known as gating or fan-gating.

And if you need even more functionality than you can get with those extra tabs, you can create custom page tabs but this will require some Facebook development skills. In most cases this won’t be necessary, but many businesses do use custom tabs to great effect.

Check out Walmart, which has a custom tab with a widget dedicated to helping people find the store closest to them.

4. Make Incredible Profile and Cover Photos

People are visual creatures and Facebook is a very image-friendly platform, so take advantage of this in every way possible.

Your profile photo is basically the face for your Facebook profile, and the cover photo will make a big impression as soon as anyone visits your page. For better or worse, the imagery you use will affect how people think and feel about your brand. It’s a good idea to hire a pro graphic designer for this.

Target uses their cover photo to great effect to mesmerize viewers.

Facebook recommends particular sizes for your images:

  • Profile photos should be square and at least 320×320
  • Cover photos are rectangular and good sizes to try are 820×462 and 1640×624

You now also have the option to add a video instead of a cover photo, and many brands are (as of this writing) taking advantage of this, like Starbucks, Adidas, and KLM.

Keep these tips in mind when brainstorming ideas for profile and cover images:

  • Create keyword-rich captions
  • Include tags for your pages and posts in the captions
  • Reinforce branding
  • Stay simple with a clear focal point
  • Use color to pop out and make other page elements stand out more
  • Inspire a purchase or click-through with a call to action
  • Express your personality! Don’t be afraid to be bold.

5. Add A Call to Action

It’s simple to add a call to action button to your Facebook business page. Just click “Add a Button” on your page, right under your header.

You’ll then have a variety of options for a call to action, but you should choose the one that most closely aligns with what you want visitors to do once they reach your site.

Do you want them to book a service, or contact you for more info? Maybe there is a particular video they should watch, or an email form to send. You can directly encourage people to shop from you, get a quote, or download your app.

There are also a variety of partner apps and services you can set up here, like apps to let people order food, book appointments, or request services — all through your Facebook page.

Your basic options are currently (as of this writing):

  • Book Now: “Let people schedule appointments or book travel with you.”
  • Start Order: “Make it easy for people to order food with you.”
  • Call Now: “Let people call you with one tap on their phone.”
  • Contact Us: “Take people to a form on your website to get more sales leads.”
  • Send Message: “Make it easy for people to send your Page a Facebook Message.”
  • Sign Up: “Take people to a form on your website to get more leads and subscribers.”
  • Get Quote: “Take people to a form on your Page so they can request more information about your business.”
  • Send Email: “Make it easy for people to email you from your Page.”
  • Watch Video: “Take people to a video on Facebook or your website.”
  • Learn More: “Take people to where they can see more information about your organization.”
  • Shop Now: “Get more people to see and buy products on your website or Page.”
  • See Offers: “Get more people to see and claim offers on your Page.”
  • Use App: “Take people to your app to increase downloads or engagement.”
  • Play Game: “Let people download or play your game.”

The right one for you will depend on your business strategy, and it should match the specific calls to action you use on your landing page.

6. Use Target Keywords Throughout Your Page

You should have already done your keyword research at this point and have included them on your website. Now you can use those same keywords to augment your Facebook business page.

Be sure to naturally add those keywords to the Page Info, About, and Personal Interests sections. Include any associated sites in the Websites section, and don’t be afraid to include your keywords in every post you make.

7. Backlink To Your Facebook Business Page

Backlink and crosslink your Facebook business page with all your other Facebook pages, including your personal page, and your other social media accounts and websites. You can also link to it in blog posts.

The more high-quality links you have going to your page, the better. They will show Google that your page is more authoritative, which will help it rank higher on SERPs.

Optimize For The Win!

There are many ways to optimize your Facebook business page, so study up and keep an eye out for improvements you can make on an ongoing basis. Start with the basics, and then move on to target keywords and backlinks.

It’s all pretty simple and straightforward, and with a bit of effort your page will be SEO-ready. Remember that you can buy Facebook Likes and Followers to improve your social proof, making your profile and posts more attractive to your target audience. By purchasing social signals like these you’ll appear more credible, and this will draw people in to see what you’re all about.

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