The Ultimate Guide to Optimizing Facebook Business Pages

The Ultimate Guide to Optimizing Facebook Business Pages

Social Media ManagementChances are as a marketer, the minute you wrap your head around the best practice on a specific social network, there are several other changes looming ahead. The science behind social media management has been in a constant state of fluidity, with new features being tested constantly and updated regularly.

To stay on top of these changes (and help keep your brand in front of a captive audience) there are a few things that you must do. These guidelines will optimize your posts on Facebook, and help you maximize your organic reach. Don't forget to bookmark this post, we'll be updating it when any changes are made.

Best Practices for Optimizing Facebook Pages

Clicks, likes, shares, reach.... It's easy to feel like you're drowning when figuring out the best way to connect with your audience. Using a variety of "rules" that Facebook has set, and digging into the Insights they provide for your audience can help you sort it out. In 2014 alone, Facebook has seen numerous changes, even announcing last week they were going to push an algorithm that would prevent 'click bait', where users are led to articles that aren't relative to the titles.

This means less spam for the end user, but also means that your calls-to-action must be transparent and forthcoming with what they're leading to. Here's our quick list of things you need to know to keep your Facebook running like a well-oiled machine.

Picture sizes

Facebook has four main areas where pictures can be customized for your content. Having properly sized photos in place is best practice because it ensures that you are wholly representing your brand, without any cropping issues. Follow this easy table to ensure all of your posts meet the requirements.

Facebook Optimization | Internet Marketing

Text on pictures

For promoted ads and posts, Facebook has established guidelines of what can and can't be used in an image, and have set rules that no more than 20% of an image be text. This includes any readable text included in logos, taglines, selling copy or any other text readable in the picture. To ensure your photos meet this rule, the easiest way is to follow the rule of 5's.

Dividing your picture into a 5x5 grid, you want to make sure that no more than 5 sections contain primarily text. To make things easier, upload your picture to this Facebook tester widget (credits to TechWyse) to test your image.


As you probably know, when you copy and paste a URL into the "What's on your mind?" box on Facebook, a link populates that includes the title, intro and an image from the URL you've shared. What you may not know is that once this link has appeared, you can delete the URL, using the caption space for your thoughts, your call to action or a summary of the article.

This helps you maintain a clean look for your page. You can also now upload a custom image rather than one populated from the link (see above for correct dimensions).

As an alternative, when looking to focus on the picture, using a link shortener like or allows you to keep the focus on your photo without clouding up the caption with a long URL. 

Reviewing your insights to see if your audience responds better to photos or links will help you determine which is right for you.

Scheduling Content

As a business or brand page, once you have 30 likes, you are able to schedule content ahead of time. This is a great feature for Throwback Thursdays, weekly tips or any other type of regular post. While several third party applications allow you to schedule content for a future date, doing so natively in Facebook gives you more insights that aren't available in these third party platforms without paying for additional features.

On the Insights tab, there are several subtabs that explore who your audience is, when they are most active and what types of posts they engage with the most. Using these metrics keeps you from blindly guessing the best way to reach your audience.

Increasing your reach on Facebook is still a valuable marketing practice, as over 1.3 billion people are using Facebook actively each month. Keeping your page optimized with fresh content is the easiest way to attract new followers and fans and ultimately will help you make sense of those clicks, likes, shares and reach.

Feeling lost on how to get started on Facebook? We have experience in social media management that will help get you noticed. Reach out to one of our digital marketing professionals for more information. 

Posted by Kindra Svendsen at 13:27