On top of every Facebook profile and page, people will now find a search box, which is Facebook Graph Search. You might wonder what is so great about another search engine, and what its significance is. Well, this search engine not only provides search results, but they are also customized to the individual’s privacy settings and based on the network of friends the user has. This is not an attempt by Facebook to replace Google or any other popular search engine, but offers a tool for searching into the world of your network of friends.

Facebook Graph Search rewards fan engagement, and for property management the number of comments, Likes, shares, recommendations and check-ins the property has, will play a major role in the results. If a property manager wants to leverage this search engine then places, photos, interests and friends should be the main areas to focus for search criteria.

Importance of Places

When you have set up a profile for your property, you will obviously be mentioning the valid address. This puts your community at an advantage, since Facebook treats all profiles with an address in the page settings, as a Place. This element of Place will play an important part in the search results.

Facebook Graph Search focuses on the connections users make with interests, businesses, properties, and so on. This enables Facebook to personalize their search results. Another factor that significantly influences search results is strength of fan relationships and the interests shared between such friends.

How to Optimize Your Property Page for Facebook Graph Search

Facebook graph search mainly relies on page settings, and hence you need to focus on these aspects for gaining maximum visibility in the search results.

o    The name of the property or the page title should be spelt out clearly and fully. For Instance, write Redbrook Apartments instead of Redbrook Apts.
o    Keep the physical address of the community updated, if it has been missing or wrong.
o    Many property communities seem to ignore the “about” section. In the page description, include much more details than just amenities. It would be better to use similar or same phrases and keywords that you have used on your property website. However, these keywords are not going to be used by Facebook in the way Google uses them. You should also include phrases that indicate nearby landmarks or points of interest, such as “Next to Macy’s supermarket” or “Near the zoo”.
o    Check out other areas of interest and local businesses from Facebook community pages and “Like” a few, and also share and comment on some of their updates. Such activity will create many links that will improve visibility on the Graph Search results.

Finally, if you want to be sure that your property page always appears in relevant searches, regardless of privacy setting or number of friends, you could always create a sponsored ad result. This way it does not matter whether you are optimizing your page or having many likes, and your page will still be displayed in the results.