To answer your first question, Why Should You Optimise a Facebook Business Page? The answer is to increase your exposure, improve your Facebook Strategy & rank higher in Search Engine Results.
How to Optimise a Facebook Page.
1. Choose your exact business name for your Facebook Page.
Most companies are best to pick a name that matches the name your customers know you by to make it as easy as possible for people to find you using Facebook search.
Facebook uses your Page name in the meta – title of the Page.
If you have less than 200 fans you can change your Facebook Page name yourself in the settings area of your page. If you have over 200 fans you will need to request Facebook to make the change for you.
Note: You will not be able to change your Facebook Page Name more than once so choose carefully.
2. Select the best URL (Facebook Username) for your Facebook Page
When you choose a Facebook username for your Page, your Page’s URL becomes www.facebook.com/YourUsernameHere.
This makes it easier for Facebook users to remember and find you when typing in your URL directly, and also looks better when you promote your Facebook URL, such as on your business card or in your email signature.
So if your company is a restaurant called ‘Joes’ your page might be called Joes and your first instinct would be to register your facebook username as www.facebook.com/joes
However, the SEO-first approach would be to add 1 or 2 keywords to your username as well. For example: www.facebook.com/joesrestaurant
Once you pick a Facebook username/URL for your Page, it cannot be changed. So pick a username you’re going to be confident in for the long term.
Note: You need to have at least 25 fans before you can assign a Username to your page.
3. Choose the most relevant category (and sub-categories)
Facebook have 6 Facebook Page Types
- Local Business or Place
- Company Organization or Institution
- Brand or Product
- Artist, Band or Public Figure
- Cause or Community
Based on the Facebook Page Type you choose, you will be asked to choose a Main Category for your page. These categories are quite limited so choose the most relevant one for your business as this is important for SEO Purposes.
After you have chosen the Main Category, you have the option of choosing sub-categories which are more specific to your industry, your role, or the products/services you offer.
These categories and subcategories along with your business page name and address will form the Meta-Title of your page.
Eg: 2Market is a Local Business Type Facebook Page, The Main Category is “Business Services” and Sub Categories are “Marketing Consultant” “Web Development” “Public Relations”
Note: If the Sub-Categories Section doesn’t appear, check that you have inserted your address correctly & try again.
4. Exact Address Location
Having the exact address location for your local business page is vital for the following:
- SEO Purposes – If someone is searching for Marketing Company in Sligo having the correct address on your Facebook page will allow Google to read the information and allow your Facebook page to perform in search results. Your address will appear in the meta-title of your Facebook Page.
- Check-In on Facebook – Having your address correct on your page allows Google Maps to find your business when customers are on or near your exact location. It allows customers to check in on Facebook which then shares your Facebook Page on their newsfeed and in their Facebook friend’s newsfeeds.
5. Short Description
Your Facebook Page Short Description acts as your Meta-Description for SEO. Your Facebook Short Description can’t be any longer than 155 characters. Try to use as many target keywords as possible.
6. Long Description
Your Facebook Long Description is like the body of your page. It can be as long as you want it. Try to keep it snappy and to the point about your business description. Listing all of your Unique Selling Points (USP’S), the products and services you offer, contact details, awards, mission statement etc.
7. Optimise your photos
When you add photos to your Facebook Page, always add a caption in the description box describing the photo that also includes your relevant keywords.