About EdgeRank: Facebook’s Algorithm
. You have to fight for visibility—just as you have to fight for visibility on the Google rankings.
Just as Google uses PageRank to determine the rankability of your page, Facebook has employed their own ranking algorithm—EdgeRank. There are certain signals which determine how visible your content will be to the “front page” of Facebook—or the immediately visible news feed. It’s important to understand that an individual’s news feed works similar to a Google SERPs. However, Facebook isn’t nearly as transparent about the “signals” for ranking as Google. It’s safe to assume that the following are factors:
- Affinity: Is the user close to the brand or content? If a user’s friend or family member shares the content, they are “closer” to the brand or content. Facebook’s algorithms understand that certain Facebook users interact more closely with certain friends on their contact list than others, and these friends are more likely to show up on a user’s news feed.
- Weight: Facebook considers certain content more valuable than others. For instance, Facebook is usually friendlier toward videos and pictures than links—but this doesn’t mean that links aren’t still considered valuable content. If a close friend or family member is interacting on a photo, you are likely to see this interaction on a user’s news feed.
- Decay: Just as Google weighs the recentness of content in rankings, Facebook also considers the age of the post in its rankings. Constantly updating content and posts is critical.
As a business or site owner, how does this affect you?
It’s important to constantly post text, picture, video, or link updates to your page. If you choose to use “long-form” text, or text that requires a user to press the “more” button to read completely, ensure that the content is engaging and interesting enough to warrant that click. Facebook registers this as engagement with your page, and will help you rank in the long-run. If you are providing a promotional post, keep your content brief, engaging, and informative. Giving context to these posts is critical.
HOWEVER: Avoid spamming your page. Track your post frequency, and the degree to which users interact with your posts. Which time of day warrants the most shares and the most user interaction? Which types of posts engage users the most? Collecting and analyzing data is one of the cornerstones of SEO performance.
There are certain social media best practices that are recommended for each type of company. Contact us to learn more about it, and employ our social media services!