5 Ways To Prepare Your Dealership For Search Graph Now!

By Eric Miltsch

Graph Search will ush­er in a new age of opti­miza­tion. Sure, we may be famil­iar with the efforts involved with “opti­miz­ing our web­site” or “opti­miz­ing for Google” — and now we have the oppor­tu­ni­ty to wrap out heads around a new beast: “opti­miz­ing for social search.” Graph Search will improve a brand’s dig­i­tal reach while also improv­ing engage­ment with Face­book users.

Graph Search is a Nat­ur­al Lan­guage Search Engine, let­ting you cre­ate and mix com­mon phras­es to find any­thing that has already been shared on Face­book:

So, how should your deal­er­ship be pre­pared and opti­mize your Face­book pages for Graph Search?

• Be sure the pri­ma­ry fields are com­plet­ed and updat­ed with the most cur­rent info: Deal­er­ship name, cat­e­go­ry, van­i­ty URL and most impor­tant­ly, a robust About sec­tion — each item is part of the infor­ma­tion that what will help Face­book users find your busi­ness.

• Update your address on your local places page - this will help you deal­er­ship show up when peo­ple use a search query for a spe­cif­ic loca­tion.

• Build your fans organ­i­cal­ly, based on spe­cif­ic geo­graph­ic areas rather than tak­ing a short­cut and sim­ply buy­ing fans and likes — the more likes you have from real peo­ple the bet­ter chances your chance will be for show­ing up in search results. Hav­ing thou­sands of bogus peo­ple like your page who reside in Malaysia will not help your deal­er­ship with­in Graph Search. (Besides, that’s such a lazy mar­ket­ing solu­tion and it’s a com­plete waste of mon­ey)

• Inte­grate your social mes­sages with the rest of your mar­ket­ing com­mu­ni­ca­tions — include your cus­tomer activ­i­ty and their moments with­in your con­tent mar­ket­ing. These con­nec­tions will increase the chances for your deal­er­ship name to be includ­ed in Graph Search phras­es.

• Know that this is still ear­ly! More changes and enhance­ments will come: paid options, Graph API expan­sion to open search­es to web­sites mak­ing oth­er sites tru­ly inter­ac­tive and of course, addi­tion­al mobile func­tion­al­i­ty.

Search Graph will change deal­er­ship mar­ket­ing oppor­tu­ni­ties, but first we must change the way we think about Face­book and the way peo­ple use it. Facebook’s poten­tial to pro­vide true util­i­ty is enor­mous. This will be a slow trans­for­ma­tion, but one that will inevitably hap­pen.

Read the entire blog post by Eric Miltsch, Direc­tor of Prod­uct Strat­e­gy at Dri­vingSales. He can be reached at eric.miltsch@drivingsales.com.




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