The tight partnership between Microsoft and Facebook has given Bing a key role for Graph Search, a new search technology that businesses need to look at and mix their search engine optimization (SEO) strategies and social media campaigns.
Facebook’s Graph Search is a tool that helps expand brand visibility for startups and large companies.
While Google remains the world’s online search leader, SEO firms have to widen their client’s audience by making sure they appear in Bing, and thus Graph Search – the universal search engine of the world’s largest social network.
Graph Search provides relevant pages from Bing’s search engine to users, whenever appropriate, on top of delivering Facebook Page information.
The upside of Graph Search is the ability to deliver results that are unique from each user’s query.
Facebook evaluates the number of links between the searcher’s profile and the query, shows results connected to his or her profile activities and images, and delivers other results from friends, Pages, public profiles, and Bing.
The social network – ranking results by relevance – knew that most of its users are likely to use Graph Search for internal queries, but it realized external results are also important for some people.
If Graph Search frequently delivers results from Bing, Facebook has good chance to take a significant portion of the online search market from Google.
Internal or external SEO teams can take advantage on this potential – to make a website visible on Graph Search results – by making sure that search activities are not Google-centric, and working closely with the company’s social media managers.
Facebook’s Graph Search is still under development and has yet to reach its full potential, so its impact on Bing’s search traffic is still unknown.
With the door of opportunity opened right before your eyes, it’s best to take risk and enter new territory early on than lose ground to your business’ rivals.
Pete Goold, managing director of SEO firm Punch Communications, says brands can capitalize on the integration of SEO and social media strategies to make sure Facebook Pages and websites appear in Graph Search results.
Although Google is a force to reckon with in online search worldwide, Bing has a foothold in social search because of its tight partnership with Facebook and its own social sidebar, which makes it hard to brush aside Microsoft, adds Goold.
He says SEO and social media experts need to monitor carefully the changes to Graph Search, as time may come when people will use Facebook more often to acquire search results from external websites.