How to optimize for Facebook Graph Search
How to optimize for Facebook Graph Search
14 AUGUST 2013 6:53 AM

Follow this simple checklist to make sure your hotel or brand stands out on the ever-evolving social media platform.

By now you’ve probably noticed the search bar in Facebook has received a few upgrades. While the new Facebook Graph Search definitely appears to have some stalker qualities to it, you may not be aware of the doors it is opening up for brands. With Graph Search, users are able to do general searches while on Facebook and get results based on their network.

Per the example below, when I do a search for “Hotels in Portland, Oregon” I get a list of hotels that I’m then able to refine by type, who likes the pages (friends, family, etc.), specific place name, location and by who visited these places.

What does this mean for brands? The larger your Facebook fan base the larger your reach on Graph Search. However, it’s not enough to just have a large fan base. After all, your page is competing against countless other results when users do a search.

So what can you do to make sure your page shows up for the most possible results and stands out? Take time to do some housekeeping on your profile information and profile image.

What you can do to stand out
1. Ensure your profile picture is eye catching.

  • Would you be drawn to it over another image? If not, it’s time to switch it up.

2. Make sure your page information is fully filled out. Facebook now offers a whole new list of information fields on top of what they originally had. (Note: You can get to these settings by going to “Edit Page” and clicking on “Update Page Info.”)

  • Category: Make sure you have “Hotel” selected.
  • Sub-category: Do you also have a restaurant or spa at your hotel? Include those here.
  • Topics: You’re able to add custom topics for your page here, so choose wisely. A couple to consider would be “getaway” and “vacation.”
  • Hour: Since most hotels are technically open 24 hours, make sure to mark this as “Always Open.”
  • Short Description: You only get 155 characters here, so make sure each one counts. Look at this as the elevator pitch for your hotel.
  • Long Description: You have more space here, so expand on what makes your hotel unique.
  • General Information: The basics should be included here, such as check-in and check-out times and overall helpful information for someone staying at your hotel.
  • Price Range: If your room rates stay pretty steady, then go ahead and include this information.
  • Parking and Public Transit: The more information you can provide on your Facebook page the better, so make sure you fill out this information as well.
  • Phone number, email and website: Contact information is very important if not the most important information, so double-check to make sure all of these are included and are correct.

Making sure your hotel’s information is optimized on Facebook is only going to help you increase the chance someone’s friend will discover you through Graph Search.

But remember: Getting your business in front of more people only makes your engagement with fans and online reputation more important. Make sure you’re on top of your presence across the Web.

Brooke Snow joined the SEO world and Anvil Media, Inc. back in 2010. As a digital strategist at Anvil, Brooke is responsible for the creation and execution of various client online marketing strategies, specializing in Local SEO as well as in various industry verticals including hospitality and education. As an alum of the University of Oregon School of Journalism with a major in Advertising Brooke started her career at more traditional advertising agencies managing client work ranging from interactive web projects to print and collateral.

The opinions expressed in this column do not necessarily reflect the opinions of Hotel News Now or its parent company, STR and its affiliated companies. Columnists published on this site are given the freedom to express views that may be controversial, but our goal is to provoke thought and constructive discussion within our reader community. Please feel free to comment or contact an editor with any questions or concerns.

1 Comment

  • Michael Madison August 22, 2013 7:00 PM

    Good advice.
    I would add that the importance of content increases with the use of Graph Search.
    A hotel's Facebook Page is increasingly going to be the first point of contact, and should be treated as an extension of the hotel's website - but not immediately directing visitors to the hotel's website. There is value in engaging within Facebook to get visitors to like, follow, check in etc..
    This means managing the application tabs row (especially the ones in the first row), by adding important information, such as on the hotel's restaurants, bars and other F&B offering.
    Some tips:
    put most important information in first four tabs
    put up only apps you are going to maintain, and keep them fresh
    find useful apps - e.g. for F&B information
    don't expect the best apps to be free - some can be had a low cost and can also add value to your website
    move map and "likes" tabs down in favor of more valuable ones

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