What is Graph Search?

What is Graph Search?

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Graph Search Is:
Facebook's technology for finding people
and things that are socially connected

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What is Graph Search For?
● "Find people who share your interests"
● "Explore your world through photos"
● "Discover restaurants, music and more"

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How Does Graph Search Work?
The Facebook search bar will suggest top search terms as you
type. Search terms include all social objects : people, pages,
places, apps, and groups to help users discover things that are
most relevant to them.
The results page returns unique results tailored to the user who
is using Graph Search. This provides incredibly relevant results
to the searcher. Results that are socially applicable to the
searcher will be displayed higher in the rankings. Also, brands
that have been engaged with (checked-in, reviewed, liked, etc.)
by the searcher's friends will be more prominent in the results.
Fun fact : When social results are minimal, Bing search results
are displayed to supplement the search.

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How Does Graph Search
Rank Search Results?
Facebook leverages a concept known as Term
Frequency-Inverse Document Frequency (TF-IDF) to
provide more interesting search results.

Facebook doesn’t solely rely on TF-IDF to provide
search results. They attempt to provide a blend
between popularity as well as TF-IDF to still provide
context and value to the most popular objects.

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How Does Graph Search
Rank Search Results?
Use Case From TechCrunch:
Ask Facebook Graph Search for “books liked by founders”
and you won't see The Da Vinci Code or The Bible first,
though they're among the most Liked books. Instead you’ll
see books disproportionately Liked by founders compared
to the general population thanks to TI-IDF. Surfacing, The
Tipping Point, and Design For Hackers shows how smart
Graph Search is.

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How Do People Use Graph Search?

• Friends
• Photos
• Places

Fun fact : Graph Search can adjust to slang!

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Can You Advertise with Graph Search?
Currently, the only option to advertise on Graph Search is through Sponsored
Results. You can learn more about Sponsored Results from Facebook Help.
Sponsored Results currently only display within the search bar auto-
complete dropdown, but we believe these will eventually be displayed
among the actual results.

We expect that brands will be able to use search data for Retargeted Ads in
the future. We also anticipate relevant ads similar to Google Search Results.

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Optimize Your Brand
for Graph Search
1 : Add Open Graph Meta Data To Your Website
2 : Complete Your Facebook Page 100%
3 : Continue To Build a Fan Base
4 : Develop Engaging Content

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1 : Add Open Graph Meta Data To Your Website
Open Graph Meta Data is essentially more tags in the <head> of
your website. These tags are specific to sharing information on
Facebook. Brands are able to tell Facebook how they want their
content represented when shared. Control things like your Page
Title, Description, and Images that are displayed.

Here's a sample of Open Graph Meta Data code :

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2 : Complete Your Facebook Page 100%
Any fields that are left open, should be filled in. This includes
fields such as address, hours, and anything else that may be
missing. Facebook will be using this information to index your
Page. Without all possible input signals, Facebook might not
serve up your Page in the results.

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3 : Continue To Build a Fan Base
Many of the search results are ranked by total social
connections. It's simple—the more fans, the more likely the
brand will appear in the results.
Warning : Don't resort to "buying fans" or using cheap tricks to
attain fans. The quality of fan base is still important, especially
when attempting to reach this audience organically. In the
future, Facebook may examine engagement of particular posts
to determine search results.

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4 : Develop Engaging Content
Creating social connections between users is the key to
receiving search results exposure. In the near future, we fully
anticipate Facebook to incorporate Page's posts and fan's
Comments. We also anticipate Facebook leveraging URLs that
have been Liked in relation to the brand. This creates an
incredible opportunity to drive people to your content, which
can ultimately lead to more engagement.

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The Future of Graph Search
We'll be updating whatisgraphsearch.com
with information and tactics in the future, visit
the site and sign up to stay up to date with
Graph Search!

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What is Graph Search?

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