What the Father of Facebook Can Learn from SEO About Conversion Optimization

February 22nd, 2012 by Kurston Melton

Everyone has heard of Mark Zuckerberg, Facebook Founder, but he owes much of his success to his father Edward Zuckerberg, DDS. Zuckerberg describes himself as the actual “Father of Facebook”, teaching Mark the ins and outs of computer programming on their Atari 800. In an effort to promote his Westchester, NY dental office he turns to Facebook and other social media tools. According to Zuckerberg, “It’s a tremendous marketing tool for business. It certainly is the biggest bang for your marketing buck”. So how exactly does Zuckerberg use Facebook and other social media you might ask?

Check out his Facebook page. Going by the name of “Painless Dr. Z”, he believes “Facebook is a brilliant marketing tool, which targets young people and spreads the word about local business”. While it’s great to see him using the site his son created to maximize his business there are definitely a few changes he could make to his Facebook page as well as his website. Let’s start with how to improve SEO for his Facebook:

Facebook Conversion Optimization

Exhibit A -- Which one is more compelling?

Exhibit A: The “Like” iframe
Graphically, this iframe needs a fair amount of improvement. The “Call to Action” can be more clear and bolder. It needs to make people want to click the “Like” button. There needs to be less words and more bold graphics.

Exhibit B: Website

As all SEO professionals know your website is one of the top tools for busting your SERPs on search engines, especially Google. Optimizations of keywords, meta data, img alt tags, and internal linking all play a part in increasing your rank on Google. Let’s take a look at how Zuckerberg could boost his on-site SEO.

Facebook Conversion Optimization

Exhibit B -- Where is the Focus? How Do I Do Anything?

1. Title Tags: These provide the user and search engine the content of the page. Currently, Dr. Z’s title tags give very little detail to what the page is about. The use of keywords is essential for rankings.

Example:
Current: Edward J. Zuckerberg, D.D.S., F.A.G.D. | High Tech Dentist in Dobbs Ferry, Westchester County, New York

Update: Dentist Dobbs Ferry | Edward J. Zuckerberg, D.D.S., F.A.G.D. | Westchester County, New York

2. Internal Linking: Looking at the Services page, there does not seem to be internal linking between other pages on the site. Here is where Dr. Z’s site could benefit from some good ol’ internal linking. So what’s the benefit of internal linking you ask? It helps boost a sites site performance in the SERPs and keeps visitors on the site for a longer period of time.

3. Optimizing content on-site: This is a simple step. For the best results insert the keyword 3 to 4 times on desired page. Looking once again at the Services page it’s clear Dr. Z does not use keywords for any of his procedures. Also, the procedures do not have their own separate pages. With a page for each service, this can boost the site’s rankings.

Just a few tips on how Dr. Z and anyone with a website can improve their rankings online.