Ultimately, what makes Facebook valuable to businesses is its hubris. Facebook has never seen itself as just another social networking site for friends, like MySpace or Friendster; it's always had its sights on Google.
All those eyeballs and page views would amount to nothing useful for you if Facebook were content to stick to cat videos and frat party photos. Because of its lofty ambitions, you can bet that it will continue to branch out its capabilities until it's competing directly with Google core products, especially Search.
A startup attempting to topple Google isn't news, but what makes this fight worth watching is that Facebook been able to grow an enormous network of contributors sharing unique information unavailable elsewhere on the internet.
With its members reveal all kinds of personal information on its pages, Facebook has an unprecedented amount of real data about its users and is in a position to tailor search results and advertising more sharply than than has ever been possible before.
Furthermore, Facebook is able to harness the power of its users sharing and recommending content to rank websites much like Google's algorithm, but with the advantage of human insight.
Google‘s strategy for combing the web has always been to brute force the problem, creating an infrastructure that can crunch an unfathomable amount of data. Its bots spider the web, dragging all of the content back to the home servers where the mysterious algorithm to determines what's relevant.
The automation, however, means that human judgment is not exercised in deciding relevance. Instead, Google tries to simulate the human judgment by such means as looking at the number and quality "backlinks" to each piece of content in its index. It ranks the content for relevance to a particular topic based on the algorithm.
In practice, what has happened is that website managers have tried to reverse-engineer the Google algorithm and feed it what they think it wants. As a consequence, a certain amount of junk is allowed to leech in.
Facebook, on the other hand, knows what content is relevant because its users are sharing and interacting with it. This content includes not only the personal information that users post but also the numerous web links, news stories and blog posts that they reference but also the exclusive content written by its users on the platform.
Facebook search is still in beta stage, and the volume of search is nowhere near the billions of searches at Google. However, the approach FB has selected is the way Web is evolving towards. Once Facebook perfects its search, it will be able to provide superbly targeted results to queries.
If you're ready to take the leap, Interactive Limited has a more complete guide to SEO for Facebook on our site, but these are the three things you can do now to get started:
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