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Getting More Facebook Likes and Search Traffic

More Facebook referrals and more search referrals stemming from Facebook

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Getting More Facebook Likes and Search Traffic
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Did you know there are small adjustments you can make to your use of Facebook’s Like buttons/social plugins that can have an incredible impact on your traffic?

Facebook can provide a level of engagement between businesses and consumers that you simply didn’t see much before it was around. Naturally, as a result, Facebook has proven to be an indispensable marketing tool and driver of website traffic. Granted, the content has to be compelling, but you already know that.

Is Facebook one of your main sources of traffic? Let us know.

Getting Traffic from Facebook

Danny Sullivan posted a slew of Facebook Like button/social plugin stats that came directly from Facebook itself. Here are a few of the stands-outs:

- The average media site integrated with Facebook has seen a 300% increase in referral traffic.

- Users coming to the NHL.com from Facebook spend 85% more time, read 90% more articles and watch 85% more videos than a non-connected user.

- ABCNews.com, Washington Post and The Huffington Post are said to have more than doubled their referral traffic from Facebook since adding social plugins.

- Levi’s saw a 40 times increase in referral traffic from Facebook after implementing the Like button in April 2010 and has maintained those levels since.

- Outdoor sporting goods retailer Giantnerd.com saw a 100% increase revenue from Facebook within two weeks of adding the Like button.

- American Eagle added the Like button next to every product on their site and found Facebook referred visitors spent an average of 57% more money than non-Facebook referred visitors

According to what Facebook told Sullivan, Like buttons get 3 – 5 times more clicks if versions that show thumbnails of friends are used, they allow people to add comments, they appear at both the top and the bottom of content, and they appear near visual content like videos or graphics. He looks at a specific example with Metacafe, which originally had a Like button at the bottom of its videos, but after adding one to the top in addition to it, tripled its number of daily likes and doubled its amount of referral traffic from Facebook.

That’s a pretty huge impact from such a simple adjustment.

Sullivan also references the recent Buddy Media report we covered last month, looking at Facebook’s EdgeRank (the basis for the algorithm Facebook uses to determine what shows up in users’ News Feeds), and how to optimize your Facebook activity to get seen in the News Feed more often, which is obviously going to help with traffic. Buddy Media, which in case you’re not familiar with, is a company that’s built a business out of creating Facebook tools for businesses, and counts major brands like Target, Johnson & Johnson, and ABC among its clients.

In the report, they suggested brands do the following on their Facebook Pages to get in the News Feed more and boost their “EdgeRank”:

1. Ask questions
2. Post games and trivia
3. Interact with fan engagement
4. Incorporate wall sapplets (polls, coupons, etc.)
5. Incorporate relevant photos
6. Relate to current events
7. Incorporate videos
8. Post content for time-sensitive campaigns
9. Include links within posts
10. Be explicit in your posts

In terms of getting Facebook referrals, don’t forget about Facebook’s recently launched “send” button, which can drive really targeted traffic.

Facebook Send Button
Facebook and Search

Clearly Facebook itself can be very powerful for driving traffic directly to your content, but it also has the potential to be pretty powerful indirectly through search. It looks like this will only increase as integration gets more mature.

Of course Bing has ramped up its integration of Facebook. It’s displaying Likes in search results, where applicable. It’s showing actual sites your friends have “liked” (not just individual pieces of content). “Likes” are influencing search rankings in Bing on a personalized basis (and this is a powerful way to crack into the personalized SERP, which is no easy SEO task). Bing is using Facebook data to show “well-liked content” from sites across the web. It’s showing Facebook posts from brands when the brand is searched for. It’s letting users have conversations about some results with Facebook friends (mainly in travel for the time being). Bing has a feature that lets users share shopping lists with friends.

Facebook Likes in Bing

Bing uses Facebook in other ways, and will continue to add even more. Bing Director Stefan Weitz said in an interview with Inside Facebook, “It’s more than just Likes now. We think of people as having characteristics and attributes, not just actions. Now we’re considering what other meta data can we use that people will give us access to so we can continue to personalize search.”

He says 80% of people delay making a purchase online until they can talk to a friend. I’m not entirely sure where he’s getting this information, but 80% is pretty high, and Facebook is the online destination where many, many people have the easiest access of the largest group of their true friends (and family).

“Core search stuff has been taken care of by intelligent organization,” Weitz said. “But how do people sort through all the links and make a decision? You do all the research, but at the last minute you walk away from the purchase process because you’re not convinced until you get a social recommendation.”

“Stuff that was previously in your brain is now in a format that machines can read. Friend connections are a new way of thinking about ranking search,” he said. “Meanwhile, humans are creating 5 billion gigabytes of data every two days, and machines are losing their ability to categorize it all. How can PageRank handle a Yfrog image? It probably doesn’t have a title, or caption, or anything else that could help index it. But if a friend Likes it, that’s important.”

Then there’s Google.

We’ve talked about Google’s lack of Facebook integration plenty of times, but that’s not to say Google doesn’t use Facebook data at all, and that a healthy Facebook presence can’t help you get more search referrals indirectly.

In a discussion with Eric Enge, SEO vet Rand Fishkin of SEOmoz said, “Google and Bing both have data deals with Facebook. The Facebook growth team, which is their marketing team, was at SEOmoz a couple of weeks ago and we were talking in-depth. There was NDA stuff I can’t go into, but one thing they noted, that is public, is that Google gets considerably less data about the social graph from Facebook than Bing does. However, they get more than what is just in the open graph API.”

The Open Graph API itself has some pretty valuable data at the personalized level. It would be very interesting to know more about that “NDA stuff”. Perhaps in time.

“When you talk about signals, I think Google is able to see deeper into the social graph via Facebook data than any of us can test on our own. Many people have concern around abuse,” said Fishkin. “For example, what if I get ten thousand random people to go Like my page. There are probably very good signals about the authenticity of social sharing that Google is able to get through Facebook, and Bing maybe even more so.”

While Google may have access to some amount of Facebook data, it is the lack of integration that really hurts it in the relevancy game. Even still, the data isn’t being totally ignored. You can actually look at your “social circle” in the Google Dashboard, and see the ways Google is connecting different people to you – depending on who your friends are, there is likely a fair amount of Facebook connections in the mix.

For example, Google lists Michael McDonald as one of my “Direct connections from your Google chat buddies and contacts”. It says it is getting his content from a few different sources, including Facebook – that’s because he has his Facebook connected to his Google Profile, and I am friends with him on Facebook. So, theoretically, if Google deems a search result for some query I enter to be relevant, and McDonald has interacted with that content through Facebook, it could show me that, and perhaps make me more likely to gravitate to that particular result, rather than another result on the page. The more Facebook interactions you can get, the better your chances of this happening with consumers would be.

Google also includes data from Facebook in its realtime search, which is available to users as a search option via the left-panel or sometimes, when Google deems it appropriate, as its own snippet in the regular web SERP.

If your content appears in Google News, it’s also possible that Facebook shares can help you get into the news snippets on the regular web SERPs when they appear. If you’ll notice that the stories appear here often display something like this “shared by 5+” That number appears to come from the same realtime search data, which includes Facebook. Theoretically, if you get more Facebook shares here, it can increase your chances of getting great SERP position. That’s shares from Facebook Pages, however, which is important to keep in mind.

“We treat links shared on Facebook fan pages the same as we treat tweeted links,” Google said late last year.

Then, you have the simple fact that Facebook Pages tend to rank pretty well for brand searches. There’s a good chance that any consumer looking to engage with your brand will look to do so via a Facebook Page, as it offers a clear line of communication. If they “like” the Page while they’re on it, you obviously have a direct line to them anytime you have an update to post (provided you’re able to find your way into their News Feed). That may or may not be a link back to your site.

It all starts with getting people to engage with your content and share it with their Facebook friends. Find compelling ways to get people to do this with the placement of buttons, and the promotion of your own Facebook presence. If you can do those two things effectively, you’ll be off to a good start. Then, it should simply be a matter of putting out stuff that people actually want to share and engage with.

What are some ways you keep people engaged with your content via Facebook? Share here.

Getting More Facebook Likes and Search Traffic
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  • http://extremeseophilippines.com/ Jomer Gregorio

    I agree that Facebook Page well in some keywords. I have seen it myself on my sites.

    Thanks for the “send” button. I never heard that before. Will put it on my site ASAP.

    • http://www.2345.com Rig the field

      You want to have to like me, I also want to put it on my website. http://www.guccimonopoly.com/

  • http://www.profbernard.co.za prof bernard

    great work keep it up

  • http://www.ignitethebulb.com/turnkey/ Turnkey Consulting

    Great, relevant and on point. Ride the wave my friends. This link has two services I currently use the first allows you to bring your fanpage to your wordpress and your wordpress to facebook. The other link witch is at the bottom allows you to use facebook connect for your visitors to optin in and it works with your email marketing softwae. This is huge because you don’t ask for email at all! Plus facebook email addresses have a much higher open rate than any other. Wibiya offers a free method you can use on just about any site http://wibiya.com
    Almost forgot

  • http://www.interiorsforhomes.co.uk Mike OShaughnessy

    Facebook marketing is an area which I know little about but would love to be able to utilise its potential on my website if anyone has any advice which could be useful for getting targeted hits to my site, I would be very interested to know.

    Regards,

    Mike OShaughnessy

  • http://www.ukgreetingcards.co.uk michael

    I think facebook and Twitter is very good tool to get more traffic to your websites. But it is still social networking so I think you have to be careful not to just use these social sites just to bombard users with loads and loads of advertising!! That’s my views anyway.
    I tell you another really good site for getting more traffic to your sites and that is Squidoo.com really good quality site loads of members writing about anything really and the best bit is you can add links back to your sites. You can judge for yourself just type in ukgreetingcards when you get to Squidoo that’s my Squidoo page see you there!!

    • http://www.wildsofafrica.com Tumaini Francis

      Are there any charges to join Squidoo?

    • http://www.webpronews.com/ Chris Crum

      Good point on social media use and not just blasting out a bunch of advertising. You do have to create compelling content.

  • http://www.dr-cacovean-adrian.ro/ Cacovean Adrian

    Lern me how to increase trafic on my site.

  • http://www.wildsofafrica.com Tumaini Francis

    That is a great work. This will help so many small scale business organization to grow.

  • http://www.wildsofafrica.com Tumaini Francis

    Squidoo is an amazing site.

  • http://www.internet-marketing-muscle.com Bill Davis

    This is GREAT stuff! Thanks for all the insights. I knew Facebook was driving traffic, but I had no idea of its power. Thank you for bringing that to light :)

  • http://www.wingsofchange.co.za Siphiwe

    Please link our website to Facebook

  • http://www.futureskills.com Hassan

    Based on information collected from Google, the sources of traffic to http://www.futureskills.com/ are:
    1st: Google
    5th: Facebook
    6th: Bing
    10th: Yahoo
    11th: aol

  • http://www.mylogo.isgreat.org/index.php?p=1_22_Facebook-Marketing-and-Promotion buy facebook fans

    Awesome points and well put. Facebook is another www within the www.
    Its second life for millions of people who hang around. Easy and cheap source of targeted traffic and whats more it can get viral anytime, when the content is good.
    Luckily I have been involved in social media marketing, and specializing in driving fb traffic and fanpage promotion.

  • Krishan

    Sorry posted it under wrong article earlier….

    I see some really good information here. But this is still a problem for small businesses with little or no brand presence. It’s still hard to engage or create very good social media engagement program per their budget, while the bigger companies have got upper hand once again. What do you say ?

    • http://seocanadaservices.ca/ seo services

      yes i have to agree with you for small business you have to be very creative sometimes to get people to like your page…

    • http://www.facebook.com/RealEnergy Leonson

      I would sure like to get more fans on my page i have everything welcome tabs like box on my website twitter page every thing

  • http://patrickspestcontrol.org Patrick Crosby

    Facebook referrals account for over 70% of my site traffic.I use Facebook to advertise too,and get seen with thousands of impressions that actually bring in the clicks.

  • http://www.ninabagnallsthoughts.com Nina Bagnall

    I have a couple of facebook pages and will be introducing more soon. Getting people to them is another matter………such a slow process.Let me know of these small adjustments that I can make on the like buttons/social plugins?

    Kind Regards
    Nina Bagnall

  • Andrew

    To me, it’s just another waste of time. Same as those “FREE” tutorials on how to get richer soon or how to lead an online business.
    I gave up doing online business many years ago, and i do always created compelling content. But the problem is that people, nowadays, don’t want to spend moneys and are always looking to get anything for FREE on the Internet. Hence, why many audio/video editing businesses (i used to work in one) fail after awhile.
    People think this way: “I can get Adobe Premiere/Final Cut Pro for free on the Internet, and do the job i need by myself, without spending a little cent!”. And then you see your website traffic statistics crashing and crashing everyday, until you realize that it’s time to close the curtains and move on, outside in the real world.
    Don’t get me wrong. For some businesses Facebook can be a good solution. But until we have people thinking that Internet is a tool ONLY for “stealing” copyrighted materials (professional programs, movies, music, etc…) for FREE, or stalking ex’s/celebrities on Facebook (i don’t know how many nutheads that website has), or spamming around with blasfemous/ignorant comments on Facebook pages, i see it hard for a little hard-working business try to get some clients.

  • http://www.mallpros.com/store/dpride Dpride

    Facebook is changing the way we do business at www.mallpros.com/store/dpride…great innovation for the future of the Golbal FREE Market!

  • http://www.autorent-me.com Rent a Car UAE

    Thanks for this article. I would be soon implement the FBML in our facebook. any thoughts about this?

  • http://outskirtspress.com/oldswingingbridge Melba L. May

    I would like to have more traffic on Facebook to draw attention to my childrens book–ages 7 to 13. “Old Swinging Bridge”

    Thank you,
    Melba L. May

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    An excellent post.

  • http://www.filphoto.ro family fotography

    I knew Facebook brings traffic but not like this. :)

  • http://www.hedgehogdigital.co.uk/ SEO Bedford

    Engagement is the key to harness the benefits of Social Media.

  • http://www.audiliew.sg Liew

    “..“We treat links shared on Facebook fan pages the same as we treat tweeted links..”

    What does it mean?

  • http://www.arcadeset.com narubi

    Facebook is growing more and more. definitely worth finding ways and investing a time in those facebook likes.

  • http://peakblogspot.blogspot.com/ Daniel Hameed

    Daniel here,
    I really don’t have a website only a blog at the time right now i’m only depending on Google for traffic

  • http://www.online-anunturi.com Anunturi

    Great work ;). this article is very good

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  • http://www.centralairconditionerpricesguide.com Christen Hansch

    He went through a four-month battle to get onto the site before, sending Facebook it his passport, driver’s license, bar number and other forms of identification to prove he is who he says he is. He had to send Facebook a threatening letter before it let him on. And things were fine for two years, until he was suddenly barred again on Monday.

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    Hello really nice weblog man, amazing, everything is very good structure themes, i’ll bookmark and subscribe for the feeds!

  • http://www.getmorelikesonfacebook.org get more likes on facebook

    Really great tips for get more likes , I have a site about it too and want to share it here and its about get more likes on facebook http://www.getmorelikesonfacebook.org thanks.

  • Josie Martin

    Great article. For my Facebook page, I’m using a site called GetLikesEasy.com for free Facebook Likes. I’ve already received tons to Likes and I highly recommend this site!
    http://getlikeseasy.com

  • Dan M.

    Try LikeUb, great ‘legal’ way to get many likes quickly
    http://bit.ly/JEFpLP

  • http://www.timescarhire.com Times Car Hire

    the idea of sending the via facebook like that of orbitz is a great idea. would like to implement them in my site as well.

  • http://www.sniplr.com Daily Deals

    Nice info on facebook promotions. Mine is daily deal website, would try to us it.