January 18, 2013: Facebook unveiled “Graph Search” this past week. Although the new service is in its infancy and does not currently support paid listings, it’s likely that marketers will be given a chance to buy listings sometime in the future through Bing, which powers it. Here’s my first take on Graph Search, along with observations on how Graph Search may force Bing-based PPC advertisers to adopt a new set of strategies and tactics tailored for it.
As I note in the article, the personalization element of Facebook’s SERP is far beyond what Google is accomplishing with Google+ integration. The unanswered questions for us as — search marketers are:
- How much search volume is expected to appear in the Bing-powered Facebook as a result of Facebook user adoption?
- How will search queries and keyword use differ when consumers are searching their social network’s history, knowledge, and expertise?
- How will conversion rates on Facebook referral traffic differ from traditional search?
- Should traffic originating from a social search be treated differently, and should personalized landing pages be deployed that resemble your brand’s Facebook presence more than they do a typical website?
- Will Bing allow for Facebook search traffic to be:
- Turned off?
- Bid separately?
- Directed to an alternate Facebook URL?
- Should we handle “brand searches” differently in a social search environment compared to traditional search?
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