Thursday, February 02, 2012

Facebook welcome pages - but why?

Last night I received a question from a customer asking how his new Facebook welcome page can help the ranking of his main website. He suggested it was a dumb question, but when you think about it carefully it is hard to see the link between all the effort that goes into Facebook and getting the rankings on a regular website up so you can convert more visitors to new business.

So, it is not a dumb question at all. Here is the way I look at it, and it is likely that social media gurus will be able to scream at me and say I'm missing something. So go ahead, scream! That's what the comments box at the end of the post is there for...

But back to the real issue, how does a fancy Facebook welcome page help drive up your main website rank?

In short, the more people you can get to Like the page, the more likely you are to keep them engaged and have them share things you post that point back to your website. This will get you more traffic to your main site, and will get you a bigger likelihood of links from other blogs and sites. This drives up page rank.

Of course, people aren't going to do much if your Facebook timeline is empty. So it is essential that you share something at least once a day on the Facebook page to make it worth people coming along and coming back to take a look.

In general, for promoting the Facebook page with the aim of getting more people to visit your website, I would suggest a few things:

1) discuss your Facebook page in a blog post, and reference how it is (or you hope it will grow into) a community of people interested in your area of business and sharing their experiences etc.

2) is there something you can give away? Can you offer discount coupons or similar things? Maybe you can offer one of your longer articles you've been sitting on for a while, made into a simple PDF ebook. Visitors will only get it if they like the page (see the Consected page for an example, which I put together today, where you get a free eBook if you like the page)

3) if you do have a give-away of some form, make sure you send an email newsletter pointing people to the page, discussing its merits as a community and telling them what they get for free when they 'like' it

4) once you get more people involved in it, tweet about interesting items on the page occasionally

5) everything you do needs to keep people involved in your brand and so the more activity there is, the better chance of higher page rankings

There is no causal link that I'm aware of between a Facebook page with plenty of fans and a higher ranking website. The page rank may not get boosted directly, but the amount of traffic you get back to your blog and website will grow, which is the real aim of the exercise. Visitors are where your leads come from, not a mystical page rank number. So keep blogging, keep sending email newsletters, keep Facebooking, keep Tweeting and keep updating your website.

And if you'd like a Facebook page like Consected, just drop me a note!

A post from the Improving It blog

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