Leveraging Facebook SEO to Grow Website Traffic (Full Guide)

Last Updated: March 10, 2020

Incorporating Facebook into your SEO strategy can be an effective way to improve brand awareness, grow an audience, and increase website traffic.

Here’s the Facebook SEO Guide checklist:

  1. Facebook Page Title Optimization
  2. Create A Facebook Vanity URL
  3. Add NAP Information
  4. Categories & Page Setup
  5. Install Facebook Pixel
  6. Content Marketing Strategy
  7. Grow with Facebook Ads
  8. Review Generation
  9. Facebook Schema Markup
  10. Scale with Barnacle SEO

Facebook Page Title Optimization

An optimized page title can help your page rank higher in Facebook search, and signal to both users and search engines that your page is more relevant to a specific query.

Facebook page title example.

For example, a hair salon named “Bella,” would benefit more from having a a Facebook Page Title of “Bella Hair Salon.”

Choosing a Facebook Page name is the first step of creating a page, and it can be changed at any time here…

An example showing where to change the Facebook page title.

Once the title is optimized, and your page has 25+ likes, you can assign a vanity URL (username) to the page.

Create A Facebook Vanity URL

A vanity URL makes you page easier to share, and provides it with an optimized “identifier” (ID) that is unique to your page.

If you don’t have 25 Facebook Page Likes to create one, invite some friends to like the page.

Example of inviting friends to like a Facebook page.

There are a couple guidelines when creating a vanity URL:

  • Usernames should be clean, and can only contain alphanumeric characters (A-Z, 0-9) or a period (“.”).
  • Usernames must be a minimum of 5 characters.
  • Only admins can change page usernames.
An example vanity URL.

A vanity URL can be set or changed in the page’s “About” settings…

Where to change the vanity URL/username.

When setting a vanity URL, it’s important to prioritize the brand over keywords.

Generally, the best vanity URL is simply the name of your brand – it’s easy to remember, and easily identifiable.

Add NAP Information

Name, Address, and Phone Number (NAP) settings contribute to roughly 10% of Local Pack ranking factors.

Your NAP settings on Google My Business should match what is placed on Facebook.

With proper optimization, Facebook will appear high in branded SERPs like this…

Facebook appearing in branded search engine results.

What exactly does this do for you? Let me explain…

Imagine someone just heard about your brand, and they head over to Google Search.

One of the first things they’re going to see is great Facebook Reviews.

This builds trust, and can create new customers.

Pro Tip:

Paired with a Facebook social media strategy this can be super powerful. For example, let’s say the searcher clicks your Facebook page.

Once there, they see an offer for a discounted service, and decide to download it – they just moved from the top of your marketing funnel to the bottom in just a few clicks!

Consistent NAP information is used by search engines to associate your brand identifiers (Facebook, Twitter, Instagram, etc.) with your website.

Your Facebook Page’s NAP info can be checked here…

Where to update Facebook Page Address and Phone Number.

Once you’ve confirmed it’s consistency, you’re ready to make further Facebook optimizations.

Categories & Page Setup

Similar to a Google My Business listing, your Facebook page should contain the exact same categories as your GMB.

You can add or remove categories here…

Where to change Facebook business page categories.

In some cases, this isn’t always possible since Facebook’s business categories aren’t identical to Google, but you can usually get pretty close.

I’ve created a GMB optimization guide, which includes how to select primary and secondary categories, so I won’t go into detail here.

Outside of categories, you’ll also want to make sure that your page has all of the following:

  • High Quality Profile Picture (Logo)
  • High Quality Cover Photo (Represents products or services)
  • Page About Description
  • Accurate Business Hours
  • Instagram Profile Link
  • Founding Date
  • Facebook Call-to-Action Button

Having all of the above ensures that your profile is well-branded, and optimized for Goole Search.

Install Facebook Pixel

Here’s where things get a bit more technical.

Facebook Pixel allows you to track website visitors, and remarket to them with Facebook Ads.

Events Received from Facebook Pixel

Before installing Facebook Pixel, check to see if one already exists on your website.

This can be done with the Facebook Pixel Helper extension for Google Chrome.

Facebook Pixel Helper Extension

How does Facebook Pixel translate to SEO?

It allows you to market your content to people who have taken specific actions on your website, or create look-a-like audience to reach new people who are likely to take action.

This grows your brand.

And brand building translates to more branded searches and website traffic – both of which are ranking signals that can help you rank higher for target keywords.

Content Marketing Strategy

The best way to build your brand on Facebook is with a content marketing or social media strategy.

You can find content ideas with SEMrush’s Content Analyzer or Ahrefs’s Top Content Report.

An example of using Ahrefs's Top Content report to find the best competitor content by Facebook, Twitter, and Pinterest shares.

Outside of standard photo and video posts, you’ll want to share website links.

This is what’s referred to as social signals, a ranking factor based on social media engagement.

Grow with Facebook Ads

At best, your Facebook posts are only going to reach 10% of your page followers.

Facebook’s algorithm is design to force your to create and pay for ads if you want to reach more people.

And Facebook Ads work

Facebook ad example with engagement.

If you look closely, this RV dealership was receiving leads for $5…

These were REAL people requesting quotes.

Ads are a great way to promote your content on Facebook, and generate more engagement, leads, video views – or any other KPI you might have in mind.

Review Generation

To stay ahead of the competition, you’ll want to have an on-going strategy for review generation.

As you’ve seen, these can have a tremendous impact, and even appear on your local knowledge panel.

Facebook Reviews featured on Google My Business Listing.

You can use softwares like Podium to automate review generation for Facebook and Google.

To further SEO efforts, we’ll to do do a few things on your website…

Facebook Schema Markup

Schema Markup is Structured Data format that explains the relationships between items, objects, and elements of a webpage.

Using Schema Markup to include in social profiles in knowledge panels is now depreciated, but it may still help obtain social media profiles in local knowledge panels.

Local Business markup or Organization markup helps communicate the relationship between your website and Facebook Page with structured data.

Additionally, you’ll want to be sure that your website includes working links to your social media profiles.

There are tons of resources already out there to help with local business markup. Usually, it’s best to learn Local Business Markup on Schema.org.

Scale with Barnacle Facebook SEO

If your business has multiple locations, you can leverage what’s known as Barnacle SEO, which can be SUPER effective.

Basically, this means building out a brand page, and attaching it to all of your sub-locations.

Almost every major brand uses this strategy…

An example of Facebook Barnacle SEO.

This makes hyperlocal targeting possible, which makes your content more relevant, delivers better engagement, and creates more review opportunities.

Complete all of these optimizations, and create an SEO strategy that incorporates a Facebook social media marketing , I guarantee you’ll see results.

Happy SEO-ing 🙂