A simple analysis of Facebook Internal Search function. Social Search Engine Optimizing (S)SEO. Facebook recently upgraded their search function and improved their discovery of real-time news and conversations. Though still early on it shows a promise to those understanding how search works that there is an opportunity for companies to use Facebook for more than "just" posts. Thanks #Facebook and #Statista for the image use

1. (S)SEO
Social Search Engine Optimization
Facebook Search

2. Search is still outperforming Social (revenue)

3. 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

4. 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 to
unlock this knowledge, we have a huge opportunity to create
value for the world in coming years.”

5. 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.

6. 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.

7. Informational search results are there
I did actually search for
restaurants in Oslo.
But still relevant results.

8. By the looks of it you have to be logged in

9. Where is the geothermal
article from the timeline?

10. The context is not there yet
This is one is number two but has
more 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, keywords
or advertising spend as a sample?Top organic post for “lasagne recipe”

11. What about misspellings?

12. Are these relevant?
Top organic post from
a Facebook friend
Pages results for Sjokolade

13. Flights to Iceland
• The search for flights to Iceland Facebook takes me to “flight schools
in Iceland”
But I do get some posts
about flights to Iceland

14. Phrase match does not work (sometimes)
But the text is here and
I have liked the page?
Nothing?

15. 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?

16. 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

17. Takk!
@Optimizeyourweb