SEO Blog
2012.10.16

Facebookのソーシャル検索でSEOは可能になるか

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ループス・コミュニケーションが毎月出しているSNS毎の視聴数調査の8月版が更新されていました。

(外部リンク)2012年8月ニールセン調査

やはりFacebookの伸びが顕著に表れています。

2014年度卒の学生インターンを見学しましたが、役8割の学生がFacebookを使っており、映画や上場をターニングポイントとして、一般に浸透した感がありますね。

現在(パーソナライズされているのであれば申し訳ないのですが)、Facebookにログインするとマッチングサービス(転職やお見合いなど)のアプリが画面右側の広告枠を埋め尽くしています。なるほど、必要な個人情報の登録はほぼ全て済ませているのですから、条件さえ入れてしまえば非常にスピーディに条件通りの相手を表示してくれることになり、なかなか理にかなったサービスではあります。

facebookhome

上の図の通り。

ところでfacebookのソーシャル検索はご利用されたことはありますか?

サービスの特性上、人を探す事がメインに使われるであろうこのソーシャル検索が今変わろうとしています、というお話。

Facebookのソーシャル検索

Mark Zuckerbergは先日Facebookの新たな方向性としてアプリと同様に検索について「全世界でのFacebookでの検索量は一日に10億回であり、Facebook内での検索ロボットに対しチームを組んでの改良を行うつもりだ」と語っており、facebook COOのSheryl Sanderbergもまた、「ユーザーの友人による共有が情報を探している他のユーザーに有効である可能性がある」と語っています。Facebookのソーシャル検索にホームページのランキングをつけるアルゴリズムが導入されると示唆されていると見られ、SEOなるか?といった機運が、アメリカでは高まっているようです。Markの言が本当だとすると、すでに検索ボリュームは10億クエリあるのですから当然と言えば当然です。

しかし、日本版Facebookのウェブ検索を見ると、bingを使用しているようです(日本におけるbing検索の殆どはFacebook経由かもしれませんね!)ので、現状独自のエンジンを積んでいるとしてもその規模は小さいでしょう。アメリカ版と世界版のタイムラグが少ないサービスであるため、本格的なソーシャル検索があちらでローンチされれば、という所でしょうか。であれば、その導入に備えてSEO対策しておくことは少なくとも損ではないかもしれません。

では、Facebookがソーシャル検索に使用すると思われるランキング要因にはどのようなものがあるでしょうか。簡単に挙げてみます。

① 「いいね!」された数

「いいね!」はそのままリンクとして考える事ができるのですから、当然です。同様に言及している人の数やフィードを購読しているユーザー数も間違いなくカウントされるでしょう。これはGoogleでいう所のオーソリティのようなランクとして考えられます。

⑤ Facebookページの場合、アクセスされた滞在時間

よりユーザーの情報が直接カウントされる可能性があります。TL化したFacebookページを見ると、スクロールされた幅(ページ内記事の閲覧数)も関係あるかもしれませんね。

② 言及した広がり

どの位、その情報が広がっているか、つまり直接のつながり(友人同士)からその1階層外(友人の友人)、似た興味を持つ人・・・・と広がっていく程その情報の質が高いと言えそうです。その中での重みは関係が近しい程高いのか、遠い程高いのか、についてはどちらも可能性があります。具体的には時間経過やその累乗など、共有をゲインした時の数値が常にカウントされていると考えてよいでしょう。

③ その情報の新しさ

もちろん、オーソリティの高く参照度が高い(ブランディングされている)情報、ページは経年してもソーシャル検索の上位に上ってくる可能性はあります。しかし、ソーシャルのユーザー動向を見ても、新しい記事が共有されやすいことが定性的にもわかるのではないでしょうか。ですから、サイトなりページなりの更新頻度を高める事がソーシャル検索においても有効となると思われます。

④ Facebook上のユーザーカテゴライズ

Facebookはすでにユーザーの動向や地位に即してユーザーMATRIXを作成しています。社会的に重要である人物からの言及はより顕著に順位が高くなる可能性があります。また、ローカライズにおいてもその細かな地域に属するユーザーからの言及はより質が高いものとしてカウントされるでしょう。今住んでいる地域や故郷についての「いいね!」は、まったく関わりのない「いいね!」よりも質が高いとカウントされるという事です。

⑥ 従来のランキング要因

もちろん従来通り、検索クエリとの関連性、コンテンツ量やテーマといった部分も要因として数えられる可能性があります。Facebookページをより充実させていくことは、今現在においても重要ですが、これからはその比率が高まるかもしれません。

憶測と予測の記事となってしまいましたが、おおよそ外れてはいないと思われます。じゃあ、普通のSEO対策の他に何をすればいいの?と思われるかもしれませんね。

まずは当ブログの記事を参考に、ソーシャルボタンの導入やOGP設定の配備などして頂ければ幸いです。

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