How Local Dealers are Performing on Facebook Search

I recently audited how nearby car dealerships are performing on Facebook Graph Search.  Since my first article on best practices, I’ve talked to many local dealers who have tuned their pages for better performance.  Let’s dig in.

In Graph Search, I entered the string: “Car dealerships nearby”.  As a reminder, Car Dealerships is a fixed automotive category in GS, along with Automotive Repair, Oil Lube & Filter Service, Car Parts & Accessories, and Auto Body Shop.

Not surprisingly, the Jeff Wyler family of dealerships did well.  They have talented digital marketing folks, and have optimized their Facebook pages and built local engagement very well.  I was happy to see they are maximizing the number of allowable categories (up to three).  They’re also focusing on quality social engagement, not just number of Likes.

I charted some key statistics for the GS Page 1 dealers, and looked for clues on Facebook’s search algorithm.  As expected, the number of Likes is not the determiner of ranking.  It seems to be a combination of factors, with heavy weighting on “People Talking About This” and the number of Friends in your network that have Liked these pages.

Dealer

Likes

PTAT

Were Here

Friends liked

Categories

Jeff Wyler Honda of Colerain

524

47

1,670

1

3

Beechmont Ford

1,295

25

861

12

2

Superior Honda

4,062

19

320

13

1

Porsche of Kings Automall

78

2

157

0

1

Jeff Wyler Automotive Family

1,656

16

164

7

3

Superior Kia

2,062

13

198

6

1

Northgate Ford Lincoln

1,208

227

309

1

1

Jake Sweeney Chevrolet

678

12

195

2

1

Jake Sweeney Mazda West

69

1

78

0

3

Lexus RiverCenter

2,327

13

739

1

1

Superior Hyundai South

1,034

4

110

6

3

Please share your comments after looking at these results, and your local search results.  What best practices are you seeing that impact Facebook Search rankings?

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