Facebook uses a complex algorithm to determine the order of search results on its platform. The goal of this algorithm is to show users the most relevant content at the top of the search results. There are many factors that go into how Facebook ranks content in search.
Relevance
The main factor Facebook’s search algorithm considers is relevance. When you search for something on Facebook, it wants to show you results that closely match your search terms and intent. So if you search for “coffee”, you’ll see posts, Pages, groups, events, and other content that are highly relevant to coffee.
Facebook determines relevance in a few key ways:
- Keyword matches – Content that contains your exact search terms will be deemed highly relevant.
- Semantic search – Facebook’s algorithm understands semantic similarities. So content about lattes or espresso may show up in coffee searches.
- Entity recognition – Facebook can identify entities like people, places, and topics within content to evaluate relevance.
In addition to scanning the content itself, Facebook also looks at keywords and information in titles, descriptions, captions, and other metadata to gauge relevance.
Popularity
After relevance, popularity is one of the biggest ranking factors for Facebook search. Content that is more popular generally appears higher in search results. Signals of popularity on Facebook include:
- Number of reactions, comments, and shares – Content with more engagement will rank higher.
- Number of followers/fans – Pages and profiles with more followers tend to rank higher.
- Post frequency – Accounts that post consistently can increase visibility in search.
- Ad spend – Pages running Facebook ads may improve their search visibility.
So posts that go viral and get thousands of likes and shares will often appear at the top of related searches. Popular Pages like big brands and celebrities also tend to dominate search results.
Personalization
Facebook personalizes every user’s search results based on their connections and activity on the platform. User-specific personalization considerations include:
- Pages and people you’ve liked or followed
- Posts and topics you’ve engaged with
- Groups you’ve joined
- Location
- Past searches and browsing history
So if you follow a lot of cooking Pages and regularly search for recipes, Facebook will tailor recipe and food-related searches to content it thinks you’ll find most interesting. The goal is to deliver the most personalized and relevant results to each individual user.
Freshness
Facebook also favors recent, timely content in search results. Posts and pages that have been recently published or updated will be boosted relative to older content. So if you search for “Oscars”, you’ll likely see posts about this year’s Academy Awards before content from years past.
Page Authority
Page authority refers to the ranking power of a Facebook Page. Pages with more authority tend to rank higher in search results. Facebook determines page authority based on factors like:
- Page age
- Number of page followers
- Level of engagement on page posts
- Authority of linked websites/domains
- Ad spend on the page
So an established page like Coca-Cola, with millions of followers and consistent engagement, will have much higher authority than a newly created page with few fans. Pages with more authority tend to rank higher for relevant keyword searches.
User Authority
User authority works similar to page authority, but for individual user profiles. Profiles with more authority will rank higher in searches. Facebook determines user authority based on factors like:
- Profile age
- Number of profile friends/followers
- Level of engagement on profile posts
- Authority of linked websites/profiles
- Whether the profile is verified
So profiles for celebrities, public figures, and brands tend to have the highest authority, while normal users will have lower authority levels. High authority profiles will rank higher in search results when mentioned or relevant.
Connectedness
Facebook search also considers how connected certain pages and profiles are to the user performing the search. Factors like whether you’ve liked the page, follow the profile, or have mutual friends impact search ranking based on connectedness. Content from random, irrelevant pages/profiles will appear lower than connected profiles and pages.
Paid Ads and Promotions
Facebook enables pages and advertisers to pay to have their posts and pages appear higher in search results. This paid search advertising on Facebook works similarly to Google AdWords. Advertisers bid on specific keywords relevant to their business. When those keywords are searched, the ads appear highlighted at the top or side of the search results.
Facebook search ads are clearly labeled as “Ad” or “Sponsored” so they are differentiated from organic search results.
Platform and Format
Search ordering will vary somewhat depending on whether users are searching on desktop or mobile, and in different sections of Facebook like groups, events, pages, marketplace, etc. So the algorithm optimizes results based on the platform, interface, and search context.
Other Factors
Some other elements that may influence Facebook search ranking include:
- User feedback – Facebook may consider search clicks, post hides, and user reports to refine results.
- Content quality – Well-written, coherent posts may outrank low-quality content.
- Completion rate – Watch percentage for videos may impact search results.
- Controlled vocabulary – Facebook can scan for keywords and definitions.
Why Facebook’s Search Algorithm Matters
Understanding how Facebook’s search algorithm works is important for several reasons:
- Businesses want to optimize content to rank higher in searches and gain more visibility.
- Friends want to make it easy for connections to find and engage with their posts.
- Groups and events want to attract new members through discovery in search.
- Facebook wants to keep users engaged by delivering the most relevant, personalized results.
Optimizing content for Facebook’s search algorithm ultimately enhances the experience for everyone on the platform.
Tips for Improving Your Facebook Search Ranking
Here are some tips businesses, creators, and users can follow to potentially improve search visibility and ranking on Facebook:
- Include relevant keywords in titles, descriptions, image captions, alt text, etc.
- Craft compelling content that garners engagement and shares.
- Post consistently to increase perceived authority and activity.
- Use relevant hashtags so your content is findable in hashtag searches.
- Advertise through Facebook Ads to reach new people.
- Engage with followers and share others’ content to grow your network.
- Analyze competitors’ top-performing content for optimization ideas.
- Check your Facebook Insights data regularly to see what resonates.
- Tag locations and mention notable figures when applicable.
Remember that great content always performs better long-term. Creating authentic, engaging posts tailored to your audience is key for improving visibility.
Conclusion
Facebook’s search algorithm is complex, taking into account many factors to display the most relevant results to each user. Understanding elements like keywords, engagement, authority, personalization, and ad spend can help you optimize your ranking strategy. However, focusing on your audience and providing value through your content should always be the top priority. With smart SEO tactics and thoughtful content creation, businesses and users can enhance their discoverability and reach new people through Facebook search.