Facebook continues to dominate as the world’s largest social network. In June 2017, Mark Zuckerberg announced that the Facebook community had reached 2 billion users! User engagement is also growing. The average user now spends 50 minutes per day on Facebook’s 3 major platforms (Facebook, Instagram and Messenger). That’s roughly one-sixteenth of our waking day, and up from 40 minutes per day in 2014.
A major reason for this uptick in user engagement has been it’s improved search functionality. Users are no longer using Facebook just to connect with friends, but to search for information about businesses, current events, or to support social causes – remember the ALS Ice Bucket Challenge?
Facebook search is helping users find the information they’re looking for and keeping them in their ecosystem for longer. That includes travel shoppers researching destinations and accommodation options.
As a result, it has never been more important to optimize your hotel’s Facebook page to ensure greater visibility on this platform. In this article we will provide you with practical tips to improve your search visibility and drive bookings from your page.
How to Optimize your Facebook Page for Search
Set Your Page Category
Let’s start with an easy one: set your page category to accurately reflect your property. For most properties, this will likely be the “Hotel” category, but Facebook also allows for Resort, Inn, Lodge, Motel, and Bed & Breakfast, to name a few. You can actually have up to 3 categories, but make sure to select the most relevant ones.
Take a NAP
NAP is the acronym for Name, Address and Phone Number, and it’s important not only for Facebook search but for SEO in general. Make sure these 3 attributes are correct because Facebook and search engines like Google will cross-reference your NAP to validate you are a legitimate business.
