A recent article by SEO Guru Rand Fishkin on the Inbound.org website got me thinking more about how Facebook is following a strategy similar to Google AdWords, how that impacts businesses, and what you should be doing about it. The article in essence said that you shouldn’t be too worried about Mobilegeddon (as the new Google mobile optimization algorithm has been dubbed by some pundits), but what you should be worried about is the latest changes to Facebook’s algorithm.
Over the past few months, Facebook has been overhauling its formula for determining what content shows up in users’ timelines, and this is having a big impact on those companies that have tried to grow their “likes” or followers organically. Such companies have been thinking that everything they post will be shown to 100% of those that “like” their company. Fishkin says that, in reality, Facebook posts are reaching about 2% of those that like the page (even less if it’s a direct link to a blog post). This is a huge problem for those who have invested time and resources into trying to build up these likes and followers because it now amounts to a lot less—98% less!—than it used to.
Yes, the “freebies” have been chopped by 98% in an effort to get companies to purchase their access instead. Both Facebook and Google now want you to pay to play.
How Reach on Facebook Relates to the Google AdWords Model