Facebook has recently announced Graph Search, bringing a much welcomed update to their notoriously horrendous search functionality, meaning content on the 1,000,000,000+ user site will be easier than ever to discover. Even content you don’t necessarily want to be found…
What Does it Mean for Your Practice?
The introduction of a functional and effective search apparatus means that content on Facebook is more discoverable and accessible than ever. It means that second and third Facebook page or profile that your practice had three years ago will be clogging up search results for your practice. It also means that searches for industry categories combined with geographic context could make or break your Facebook Graph Search results. So a search for “Dentist in Portland, OR” could totally miss your practice if you haven’t taken the time to properly configure and optimize your Facebook Page.
Time to Clean Up
Better search results on the whole should improve your visibility, which is good. But if you’re like many practices you may have extraneous profiles and pages created long ago that have incomplete information and haven’t been properly merged with your real page. First things first is to claim these other pages and delete or merge them with your practice’s real page. Doing this can be more difficult than it sounds, especially if your page was created by an employee who has long since departed. You may be able to get help from Facebook, but in many cases it’s easier just to ask the person who created the original page or profile.
Making sure you practice is represented in one, complete, optimized, and managed Facebook page is a good first step to preparing for Facebook Graph Search.
Graph Search is available now in a very limited beta program for English audiences. You can join the beta waiting list here.