Graph Search Optimization: The New SEO and What it Means for Social Advertisers

This is a guest post by Todd Herrold, senior director of product marketing at Kenshoo Social, a Facebook Strategic Preferred Marketing Developer with Facebook Exchange access.

Facebook introduced Graph Search in January signaling a major shift in social search. Graph Search matches natural language search terms with content from the searcher’s network (social graph) to identify and return relevant results based on several factors.

The volume of Facebook users alone could propel Graph Search to be the first true challenger to traditional Web search engines, but the announcement of this revolutionary search technology prompted a number of questions from social marketers including:

  • How will consumers respond/adapt to social search?
  • How does Facebook determine relevance?
  • What can we do to ensure our pages will appear in search results?
  • What advertising options exist in Graph Search?

Determining Relevance

To determine which pages are relevant to a search query, Facebook utilizes a natural language processor (both...

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