(Read in entirety at Search Engine Land. Published 2012)
One of the staggering facts in Facebook’s public filing last month was that 50% of their traffic is driven by mobile devices. That’s about 5x more than the average website.
Perhaps even more staggering: the growth rate of their mobile traffic actually exceeded their US growth rate last year (17% vs 16%).
With US smartphone penetration now past 50% (likely to reach 65% by year-end), mobile devices are simply how your Facebook profile is consumed!
Meanwhile, for most of the 4 million businesses with Facebook Page profiles, Facebook’s mobile-friendly version acts as the only “mobile website” they’ll have to drive consumers to for the next 12 months or so.
So as consumers and businesses increasingly think “mobile first” about Facebook, here are a few tips to optimize your Facebook to drive more likes, friends, reach, and engagement with mobile users:
Strange as it may sound, your Facebook page has to be easy to find in Google. Mobile searchers aren’t clicking through to Page 2, ever. You need to be on Page 1 for brand queries at the very least.
Here are some powerful tactics to try:
Even Pepsi’s #1 Google Listing Drives Mobile Searchers to Facebook
Expect a few bumps in the road though.
Sure there are 155 million “m.facebook.com” pages indexed in Google with more “m.facebook.com” pages being folded into the mobile SERPs all the time.
Yet, Facebook has not yet begun serving mobile-friendly content to Google’s Smartphone bot. And I suspect rollout of Timeline will have some negative impact on crawlable profile content, and organic listing descriptions.
M&M’s Point Mobile PPC at Facebook Page
More and more brands are using their Facebook profile as a mobile PPC landing page.
See the M&Ms example to the side. I can’t comment on their objectives or results, but I assume the campaign is producing better results than driving mobile searchers to their Flash website.
Here are some ways to maximize mobile engagement:
Here’s an example for Search Engine Land: fb://profile/7138936668.
As you can see, it’s not a regular weblink. To see it in action on iOS or Android, scan the QR shortcut I’ve provided. If you’ve got Facebook, it will open. (Be sure to “like” Search Engine Land while you’re in there!)
It’s a cool trick.
The risk? Some users don’t have the app installed, and some platforms don’t recognize URL schemes. For these users, this produces a worse experience, not a better one.
At Pure Oxygen, we’ve developed technology to help consumers cross over the web-app chasm, using a technique that’s like progressive enhancement for links.
If they have the app installed, it opens the app (signed-in) to the brand page. If they don’t, it opens the browser page instead. The technology is in beta, but these links have already been effectively deployed in PPC campaigns, QR codes, and as web links.
As their IPO filing clearly shows, mobile is not the future of Facebook – it’s now. Like water seeking its level, mobile consumers are already engaging brands that make their presence easy to find, accessible, and easy to engage. There’s a lot for mobile consumers to “like” about those that do!
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