Positioning of Facebook pages
About one hundred thousand signals decide whether a given post will be displayed to the user in the Facebook newsfeed. Many of them concern posts that are in the form of links to external websites such as blogs, vertical websites, online stores or portals. In the following post you will find a list of the most important signals that make up what can be called positioning of pages on Facebook.
I have described how the algorithm that decides about displaying posts on Facebook works in a separate post (click).
Very few users realize that Facebook checks every link they paste into the post creation window or the Messenger conversation window. The website’s mechanisms collect a lot of information (signals) in a fraction of a second before they even publish a given post or send a link in a private message. The organic reach of a given post largely depends on this information.
Why does Facebook collect information about websites?
You must also be aware that the website remembers some information (similar to Google’s mechanisms). This is to quickly locate websites with clickbait, fake news or poor quality content in the future.
One of the elements is the ranking of marked domains, i.e. domains that have already been flagged for the above reasons. The organic reach of each link from such a domain is practically zero. Of course, sites with pornographic content were flagged for good morning. Facebook has created a kind of “banned pages index”.
Below I have collected the signals that are the most important for links. The list was created on the basis of 4 years of work in large-scale media and various types of more or less official information that has appeared in recent months from Facebook.
List of signals that may reduce the reach of your posts with links
- No https (secure protocol)
- Bad or incomplete metadata on web page
- Too many ads on the page (especially on layers)
- Short time spent on the website after visiting it from Facebook
- Number of negative reports that have been sent by users regarding links from the same domain
- Inconsistency between the post description on Facebook ( title, photo) with what is on the target url / link
How does Facebook Messenger affect the reach of posts?
You may ask: how is this possible? Facebook knows exactly what you are writing with your friends and what links you send to each other. And it is these domains with which we share links as users most often, are considered the most valuable. Facebook quite rightly assumes that we won’t send a friend content that doesn’t apply to them, or is simply weak. Therefore, I recommend that you add a plugin on your website or blog with the ability to easily send links to selected Facebook friends.
To put it bluntly – the organic reach of the links of a given domain is greater, the more often we send them via Messenger.
Of course, there may be a new “smart” service based on fake accounts, that is, sending each other links. However, you should be aware that Facebook’s artificial intelligence will most likely quickly detect that such a practice occurs only within a limited group of profiles, from the same IP or the same location.
What are your experiences of distributing links on Facebook?
Facebook groups: how to use them?