Facebook is continuously looking for new ways to improve the end user experience, especially when it comes to the heart of the platform, the news feed. This week, Facebook announced that they are implementing new logic to the news feed that will reduce the visibility of link posts that point users to low-quality web page experiences. This type of change should sound very familiar to any SEO marketer, as it is quite similar to how Google approaches ranking webpages within their search engine.
You may have not recognized it, but Facebook’s News Feed only displays a portion of the posts generated by your friends. (I always had my sneaking suspensions)… Well, this algorithm can potentially affect the reach of your Facebook updates.
The EdgeRank algorithm is said to be in place to enhance the user experience. In short, it is all about making sure that users see relevant and useful information in their News Feed. The measuring stick for EdgeRank is displaying information your friends found relevant by virtue of interaction. (i.e. commenting, liking, sharing).
From a more technical perspective, Facebook views every item that shows up in a user’s News Feed as an “object.” A good example of an object would be a person’s status update. Now, should any user decide to interact with that status update (say, by commenting on it) they are creating what Facebook terms as an “Edge.” Other interactions on Facebook can be actions such as tagging, sharing, and liking.
To explain how EdgeRank works, it is simple: The more interaction your posts get, the greater your EdgeRank. The greater your EdgeRank, the more likely your posts will show up in the News Feeds of a majority of your fans or friends (see, simple enough). If you are interested in your current score, you can check it here.
So how can you improve your EdgeRank?
1). Spread The Word!
Be sure to post and share links with others, such as photos and videos. Interaction happens when a user wants to investigate one of those posts or links. Not only can you post links to your own website or blog, you can also post information from other sources that you think your fans or friends might find interesting – it’s called being social, and it can potentially spread like wild fire and attract a lot of attention.
2). Stay Up to Date
Information on Facebook is shared at an extremely rapid pace, so in a short time your post can go from the top of News Feeds to the bottom. And users are more likely to share what is at the top of their News Feed than the bottom. Also, if a post starts to get feedback you are not looking for, you can post something new and swing the population back in the direction you intended.
3). Continue to Be Interactive & Ask Your Fans to Share
Even if you’re new to Facebook, don’t hesitate to ask other users to share your information or click the like button for your posts. A good strategy is to pose the question, such as “like this post if you agree with (fill in the blank)” This should help you to encounter less resistance.