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Internet Marketing and Web Development in Higher Education and other tidbits…

SEO Your Facebook Page: 5 Tips For Education Institutes

03 Jan 2013

written by Emma-Julie Fox

SEO Your Facebook Page: 5 Tips For Education Institutes

For any educational institute, reputation is one of the most valuable assets. In the age of social media, your Facebook page plays a huge role in how you are perceived by students and the media.

In addition to that a well-designed and active Facebook page can become an excellent publicity and engagement tool. After all, it’s the one platform where a majority of your existing, ex, and prospective students are likely to hang out.

Having an impressive presence can therefore help you network with the alumni, attract new students, engage with and support existing ones.

However, in order to create the right impact, your Facebook page needs to be visible. This is where SEO for your page comes in!

Why Is Facebook Page SEO Important?

Search engine optimization of your Facebook page essentially makes your Institute’s page available to Facebook’s entire user base as well as that of general search engines, thus helping you attract users you otherwise may not have had access to.

So, how do you optimize your Facebook page? Here are the top 5 techniques that can help you get maximum visibility:

1. Pick a relevant title and URL for your Facebook page

Ideally, your Facebook page should feature your Institute’s name as the title. Don’t go overboard with using keywords here though, as Facebook may penalize you for using generic names or too many keywords in your title.

Make your page easily identifiable and searchable by mentioning your brand name as your page’s title. Do the same with your Facebook URL. You can customize the URL to also feature your title name, but be careful as once set, your Facebook URL can’t be changed

2. Identify The Right Set Of Keywords

Facebook provides ample opportunity to feature relevant keywords and phrases for better SEO. Make sure you spend enough time to identify the right set of keywords and feature them in the page’s metadata, pictures and posts.

You may zero in on the keywords for your Facebook page by analyzing your analytics data, identifying the long tail keywords that drive maximum traffic, and searching for the most profitable options through the Google Keyword tool.

You must also ensure that the keywords you pick are extremely relevant and use them in a manner that they gel seamlessly with your content.

For example, let’s say one of your keywords is, ‘Film School’, post a) would appear more natural as compared to post b):

a)      What’s the one thing you hope to master at a Film School?
b)     What’s the one Film School thing you hope to master when you join a Film School?

3. Spend some time on the metadata

While technically it’s not the metadata, you can still input key information about your business in the “About” and “Info” sections of your Facebook page.

The text you fill in these sections must make the best use of featuring your keywords and phrases to make it easily searchable. Again don’t go overboard, just make sure your target keywords appear at least once each in the ‘About’ and ‘Information’ section, and that they look natural.

It is also important for you to add links to your website so that Facebook recognizes it as the official page for your Institute.

4. Build links to the Facebook page

Ensure that you feature links to your Facebook page on your website and other social accounts to drive more traffic to it. It’s also a good idea to add your Facebook page’s URL to all e-mails and communication you send across, especially if you use Gmail. With Google’s Gmail field trial already in the beta testing phase, doing this has become all the more important.

Once the feature gets implemented, it will allow users to see personalized results from their Gmail mailbox and Google drive when they run a general Google search.

From an SEO perspective, it means that including your Facebook page’s URL in your Gmail communication will help you gain more visibility in personalized search results (when the feature is officially launched).

5. Feature images and videos on the Facebook page

It’s not just important to have a Facebook page – you must also update it regularly with an interesting mix of content including text, photos, and videos to keep your students/fans engaged.

Facebook’s search algorithm (Edgerank) takes users’ browsing preferences into account when creating personalized news feeds. So, if certain users interact more with Video and images links, the same are likely to be featured more prominently than textual posts in their news feeds.

Therefore, it’s important to ensure that you have all three elements—text, images, and videos on your Facebook page.

You can also use SEO techniques on the metadata about the pictures and videos you share by including keywords in their descriptions.

These tips will hopefully help you attract more social visibility for your institute. See you at the top!

The content of this post is licensed: The post is released under a Creative Commons by-nc-sa 3.0 license


About the author

Emma-Julie Fox

Emma-Julie Fox writes for Pitstop Media, a Vancouver based SEO company. Pitstop Media has been helping businesses across North America successfully increase their search visibility. If you want to invite the author to guest post on your blog please contact www.pitstopmedia.com.

This post was written by Emma-Julie Fox


  • http://twitter.com/cksyme Chris Syme

    Emma-I’m a bit confused. It was my understanding that Google has very limited access to Facebook info. For instance-I don’t think they can search meta data on about and info pages, etc. So, I’m not sure how to use your advice. At this point, Facebook’s own search is very limited–can’t search for status updates, etc. Can you clarify this for me? I’d like to be able to make better use of the features you’re talking about but not sure how to proceed.

    • http://nextwave-creative.com/ NextWave Creative

      Chris, indeed, Facebook has provided very limited information to Google, but Google still can calculate your Facebook page backlinks by by you posts everywhere. It does not really affect the system to calculate the numbers of backlinks. Meta data is slightly less important today for the pagerank calculate.

      Your Facebook Fanpages does have its own pagerank and it is not following by Facebook (PR9). For example, my Facebook Page is http://www.facebook.com/NextWaveCreative and it is PR4. (It is the same as Twitter and Instagram).

      What I suggest you to do is to use the same keywords as you use for your websites to social media page. This way can make your job much easier and not confused. Being consistent would be beneficial.

      Hope this help.

      Tony
      Love funny tweets on Twitter – http://nextwave-creative.com
      Luxury Magazines in Singapore – http://heart-media.com

  • Emma-Julie Fox

    Hi Chris. Indeed, Google has limited access to Facebook’s data (for example Google can’t index status updates and comments on Facebook pages) but does index “About” pages, if they are made public.

    Here’s the cache (indexed) of the About pages for Google and Obama.

    Google also indexes Facebook comments made on public sites (i.e. when someone comments on an article that uses the Facebook comments plugin).

    I hope I understood your question right, otherwise let me know.

  • http://www.smarttouch.me/ Smart Touch

    My comment has nothing to do with Educational institutes. but Facebook implemented a new feature “Facebook Graph Search”, it’s now available for those who want to try it first.

    This feature will help users to search for almost anything they want on Facebook, so you may use this new feature instead of using Google to look for something on Facebook.
    Thank you,
    Marc A. Donald
    http://www.smarttouch.me

    • http://blog.inigral.com/?utm_source=Social&utm_medium=Blog&utm_campaign=Commenting Brandon Croke

      Your comment may be equally worthless as Jason’s.

    • http://nextwave-creative.com/ NextWave Creative

      Marc, the Facebook Graph Search is definitely helping people to search instead of using Google, but the search engine that Facebook is using now is Bing. The result may be slightly different from Google, but I think it is good to see the different result between Bing and Google.

      Tony – love funny tweets on Twitter – http://nextwave-creative.com

  • Jason

    Great tips Emma , really loved reading them all specially the one abut keywords . I also have my Facebook business page but I was not following your instructions about the keywords, meta data and videos but after reading this post I know what should I do to grab more customers. My site is http://www.repright.com about independent sales and thanks a lot to you.

    • http://blog.inigral.com/?utm_source=Social&utm_medium=Blog&utm_campaign=Commenting Brandon Croke

      Quit spamming with worthless comments bro.

  • Michael

    Its not spamming bro its advertising :)

  • RobertTReev

    Good thing that you shared this kind of information. This can surely notify those people who wanted to make their FB fan page more productive. Thanks for sharing.

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