Facebook Unleashes Open Graph Search Engine, Declares War On Google

Like Breaks Link Icon While there was a lot of speculation about Facebook’s search strategy, the company has confirmed with us that “all Open Graph-enabled web pages will show up in search when a user likes them”. Earlier this week we published about the new Facebook SEO that’s possible via the Open Graph, but now it’s clear that this is the beginning of Facebook’s internet search strategy. The race is now on for publishers to optimize their sites for Facebook’s search engine.

Earlier this week when we covered the TripAdvisor pages that were showing up in Facebook’s search results, we weren’t able to determine how the information was showing up in Facebook as there didn’t appear to be standard Open Graph data. Instead, the company has some improperly formed meta-tags as detailed by Facebook’s URL Linter. While most sites are not being indexed yet, I’d imagine that there will be a rush for publishers to optimise their sites.

Under this system “link baiting” will give rise to “like baiting”, which is how Facebook determines the relevance of information. This has become a full scale attack on Google on all fronts at this point as Facebook has officially entered the internet search market. While many of the details of the Open Graph were initially revealed at f8, it wasn’t clear what Facebook’s complete strategy would be and how big of a threat this would be to Google.

While we suggested that the like had just replaced the link, it has now become abundantly clear what Facebook’s intentions are. Facebook wants to launch the social semantic search engine as we alluded to during f8. Now that the search results are officially showing up as Facebook search results, the war has begun.

We’d expect a lot of developments in this space to emerge over the coming days, weeks, and months. We’ll be following Facebook’s entry into search closely.

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15216259 Comments2010-06-24+22%3A01%3A10Nick+O%27Neill »

Well that's a confusing mess, isn't it?

I mean, now Facebook is listing a page at tripadvisor.com as if it is one of Facebook's own pages. It kind of makes a mockery of Facebook having those categories of Pages, People, Groups etc on the side of the screen — not that I suspect many people used them.

It's also an inconsistent user experience. Am I being kicked out of Facebook when I click on stuff or staying in it?

If this is war on Google, that's stumbling right out of the box. But it's worse. This is only going to happen if you're deliberately using what I'd call the secondary search box on Facebook. The main search box, the one at the top of the page within the Facebook reverse bar, that's constantly trying to drive you to Facebook's best guesses within Facebook itself. Typing in "annapolis marriott" as above is a painful experience because of all the other suggestions that come up. If you fight through that, then yes, you get the results above.

And what's that done? Nothing. All those Likes gave Facebook awesome data to put TripAdvisor in the second position? That's a big plus over Google, where with no Like data, it's third — and really second, given the first two listings are for the Anapolis Marriott official site itself. But beyond that, Google provides a variety of other relevant information.

In short, Facebook made me fight my way to its "Open Graph" results, where I got a less compelling experience than at Google AND the same results you got. My social network isn't even influencing what I see. None of that is going to cause people to say "awesome, I'm going to do more searching at Facebook."

I don't mean to take away that search marketers (or anyone) should pay attention to Facebook and changes to its search results. But if this is declaring war on Google, Facebook's starting out by sending a boat against a battlefleet.

Comment by Danny Sullivan — June 24, 2010 @ 1:44 pm
Just wait until Bing gets their hands on all this data…

Comment by Joel Downs — June 24, 2010 @ 2:47 pm
I agree this is the start of the semantic search engine war. But given that all of the OGP metadata is basically RDFa – Google could index the ame inof if it supported the OGP schema/namespace. The good news is FB is open to changing the OGP spec to better support the standardised version of RDFa http://groups.google.com/group/open-graph-protoco...

What we really need is for Google Snippets to better support RDFa and also a standardised version. As does Yahoo (Search Monkey) Twitter (Annotations/Search) and eventually Bing.

That way every website can add in a standard set of RDFa metadata to create semantic search engines which also creates better SEO for every website.

My big fear right now is that each company will split RDFa efforts (now part of HTML5) and create their own namespaces.

I hope now because if we can get a base level of RDFa standardisation across the web it will allow extensions like ABMeta and GoodRelation to build on this work to make the web richer.

Comment by Sam Sethi — June 24, 2010 @ 3:11 pm
I actually blogged about this three weeks ago, about Facebook's potential to challenge Google.

http://jpearlstein.wordpress.com/2010/06/06/what-...

Comment by Josh — June 24, 2010 @ 5:02 pm
You Will Be Assimilated – Resistance Is Futile

Comment by John Lee Blackwell — June 24, 2010 @ 10:10 pm
I wouldn't really call this a 'war'. After all, Facebook isn't trying to index the whole Web, like Google/Bing/et al. And there are still people who absolutely refuse to join Facebook. So this is more of an attempt by FB to keep the users they have *on* their site, up those pageviews and attract more advertisers.

On a standards front, I agree with Sam – splintering of the standards would be a bad thing. After all, something like Open Graph benefits everyone, not just Facebook.

Comment by Khalid J Hosein — June 24, 2010 @ 11:41 pm
The irony is that this post is one hell of a link bait.

Comment by Jon — June 25, 2010 @ 1:41 am
This is a massive news. Here is the thing: based on the fact that microsoft own 5% of Facebook (if I remember well), I can imagine Bing incorporating that sort of data definitely, and have a complete kick ass search engine.

However, if a like = a link, it will be super easy to SPAM. Look how Digg is taken over by a small amount of people. People who hit frontpage are 95% of the time people who trick the Digg algorithm.

Comment by Philippe — June 25, 2010 @ 1:42 am
This is the first step to Human and Machine intelligence. I would call this 3.0. I think Facebook search could come to mainstream, perhaps as fbsearch.com or a similar name and also bring out API's. We have been playing with FB API's for a while now and have used it in myBantu.com successfully. The new version, releasing shortly, will support more FB functionality and you can get some ideas on Humanomachine intelligence.

Comment by Raman Suprajarama — June 25, 2010 @ 1:57 am
This can be big, depending on a lot of things.

Comment by Vijayendra Mohanty — June 25, 2010 @ 3:38 am
Social Semantic Search Engines! Wow. This could be revolutionary if Google and Facebook work together.

Comment by 1234 — June 25, 2010 @ 4:04 am
I wouldn't call it war – but Facebook is certainly pushing search forward by doing this. As Sam points out above, it's an open standard that anyone can index. Notably, the namespaces for this data start with og: rather than fb: – a statement of intent about where they want this to go.

Of course, it does force Google's hand, but that's not such a bad thing. A challenge to its decade-long spot as the gateway to the web is great for the rest of us, however we might feel about Facebook.

Comment by Ben Werdmuller von E — June 25, 2010 @ 4:09 am
Whence the Semantic Spammers/Hackers?

Comment by Ravish Bhagdev — June 25, 2010 @ 4:12 am
Atleast now Google should hire experts like me. It's time for google to open it's eyes to social media.

Comment by Sagar Yadav — June 25, 2010 @ 4:40 am
How will this effect my porn?

Comment by user — June 25, 2010 @ 4:43 am
I'm thinking of this differently as in we're not really talking about SEO but SMO or even FBO.

That is, it's my understanding that results in the SERP are driven by authority of an object in the OpenGraph.

And therefore the task for Publishers isn't too optimise in the traditional way but rather for that Authority (e.g. Number of Likes, Comments, etc.)

RE: The TripAdvisor example. It's my understanding that you don't really need to have meta-data in your page for it to appear in the OpenGraph.

Comment by Simon Baptist — June 25, 2010 @ 5:23 am
"curiouser & curiouser" said Alice

Comment by Dave McClure — June 25, 2010 @ 5:49 am
This is a very interesting development in SEO!

Comment by Justin Kistner — June 25, 2010 @ 6:29 am
Then Alice said: "Now I’m opening out like the largest telescope that ever was! Good-bye, feed."

Comment by Oliver Reichenstein — June 25, 2010 @ 6:57 am
I have to say that Facebook and Search has never and still doesn't made any sense to me at all. Ever since they moved the Search bar into the centre of the navigation bar, I find myself simply frustrated at the lack of other navigation options like it used to be.

Facebook is not a "natural" search destination, and it never has been. When I think of finding information, I naturally think of Google, Twitter, Amazon or Wikipedia. Bing or Yahoo would be other valid destinations, though I never use them.

But Facebook?

I rarely have a valid reason to search on Facebook. That's not what it's for. I rarely use the Search bar for anything other than as shortcuts for things that should already be easily navigated (like Pages I have Liked). I can't ever see myself using it for any other reason.

Facebook's use case is for catching up with social activity and boredom relief. Thus, all in all, I think this Facebook strategic search move will fail. It doesn't really make any sense, and all the bleating about the supposed wows of "semantics" doesn't make me think that Facebook is the go-to place to find proper information.

Comment by Tadhg Kelly — June 25, 2010 @ 7:43 am
I've never use facebook for search things except "people". Its not good idea, remember "right man in the right place". Facebook leads on the social network, Google on search engine. Dont be greedy…

Comment by panoet — June 25, 2010 @ 9:24 am
Huh, so now instead of copying Twitter, they want to be like Google? It seems like Facebook ran out of ideas shortly after launch (which involved… copying other people's ideas, so we've heard). It would be nice if they'd do something innovative that people actually needed.

Comment by Mario — June 25, 2010 @ 9:42 am
This post is a joke. Fine. Crowdsourcing has its advantages and stuff but compete against Google with that kind of a technology, isn;t it too much of a prediction?

Comment by Chinmoy — June 25, 2010 @ 10:13 am
Social Engine Optimization – SEO for 2010?

Comment by David Gadarian — June 25, 2010 @ 12:10 pm
Yeah This is wonderful Move by facebook!! awesome fight for google!

Comment by Chethan — June 25, 2010 @ 12:37 pm
After facebook is getting into search market right after they introduced facebook like and people made fun of me.

Facebook is trying not to provide search for the internet but BE THE INTERNET and their rank system will be truly democratic which is how many people like you!

Now I can already see SEOs people opening a bunch of accounts and liking the business they want…wait they already do that.

Comment by Al Sefati — June 25, 2010 @ 2:53 pm
if looking for a hotel, per the example, I would listen more to what ppl in my network *disliked*. i'm much more likely to avoid a place because of a negative review (bed bugs, scummy swimming pool) than I am to patronize a place with a positive review (great decor!). Likes are preferences. Dislikes are warnings.

Comment by HunnyB — June 25, 2010 @ 3:13 pm
So will the meta tag data be crawlable as well? Seems to me having the meta in there would also add keywords for search engine (traditional search engine) crawls. Yes?

Comment by Jennifer Lussier — June 25, 2010 @ 3:29 pm
I don't agree on the fact that Google isn't monitoring Social Media. I agree that Google doesn't pay enough attention to SM, and there are still a lot of opportunities for them, but I surely hope they will start doing this soon. Also, with this movement on Facebook should get Google starting.

regards,

Stijn Driessen

Comment by Easy SEO — June 27, 2010 @ 3:30 am
If this is true,then the SEO industry is up for a spin!

Comment by Amol — June 27, 2010 @ 5:39 am
Good for Social Media Strategists

Comment by Rishi Asthana — June 27, 2010 @ 9:58 pm
Wow, thats amazing, but declaring war on google isnt the right description for unleash of Open graph search.

I am sure more publishers will look at this seriously.

Comment by guru — June 27, 2010 @ 11:16 pm
Sounds very interesting, first Twitter, now Facebook, and Google just calmly integrates with these, I believe this is the only way for Google to beat them and stay in the throne of the ultimate search engine.

Comment by Krys — June 28, 2010 @ 3:09 am
It's exciting to say this is a shot across Google's bow. I understand and appreciate great hyperbole; it draws readers to the post. But are we witnessing Google's downfall? No. What's happening is more of an evolution of search itself: Inadvertently, social media is slowly but surely becoming a search tool. It's now just as important to be findable in social media — any social media, not just Facebook — as it is to be findable in Google. Search is getting bigger, more holistic and deeper.

Comment by Brent — June 28, 2010 @ 8:48 am
I can't believe what I'm hearing. Are you people nuts? You talk about having your very personal information used to "customize" your online lifestyle like it's inevitable. What happened to freedom?

Do you realize the very things you are promoting will destroy freedom as we know it? I don't want some "algorithm" deciding what ads I see or what links are displayed.

I see a large oppty for a portal that does not take advantage of any of these "helpers". Think for yourself you mindless puppets! The marketing wizards are in full control of your minds, so sad…

Comment by rucrazy — June 28, 2010 @ 11:26 am
stupid. Facebook will go out of style soon, and google's search sucks. "keyword" search the web. what a dumb concept.

Comment by b — June 28, 2010 @ 11:36 am
in the same way Google Buzz failed to challenge Facebook, Open Graph search will fail to challenge Google search.

Comment by ryan — June 28, 2010 @ 1:01 pm
terasing

Comment by Topenk Tofou — June 28, 2010 @ 4:40 pm
I'm still trying to get my webpages in the search results. I place all necessery tags on my pages and a few people liked my webpages, but I still couldn't find them. Does this take a few days?

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teaser

Comment by ashwin — June 30, 2010 @ 5:16 am
This will be no thread to Google at all, Google is the daddy and always will be. You ask someone what search engine they use and they will say Google 80% of the time, and unlike Bing and Ask, Google does not even need to advertise on TV, well not here in the UK anyway.

Comment by Craig — July 7, 2010 @ 4:40 am
SEO may soon only to be referred to as Social Engine Optimization. I know many real estate agents who would prefer FB to become stronger because FB is so easy to farm for leads and easy to gain an internet presence on. I think FB is a long ways away from coming close to google…..and with Facebook, I will always have to worry about my fanpage being shut down or sensored for some reason because I don't own it like I do a blog.

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Comment by Merri Mabon — September 2, 2010 @ 5:29 am
You need to get a life.

Comment by hgu7uyu — September 17, 2010 @ 7:30 am
Facebook is not sending a boat, it's sending a b2 bomber w/ nukes. here's why

This article isn't purporting that Facebook's search functionality is more streamlined than Google's. Rather, that Facebook has better data with which to enrich the user experience. On that basis, Facebook will win this war for one simple reason:

One can manufacture better search algorithms, but one cannot manufacture better data.

Google will make it a fight, but the data created on Facebook has come about organically (the essence of social networking). Anything Google attempts (including Buzz) will likely pale in comparison to the cult-like following that's thrusting Facebook to #1

Comment by Kelvin — October 6, 2010 @ 5:40 pm
What you mean? Yeh, SEO is Social Engine Optimization

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Comment by neda — January 16, 2011 @ 6:59 am
hi i have a question to all users, u know when u push in to do a friend search on facebook exemple to push in (A) will it show u the people u stock the most that start with A or is it a different search mechanisim

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Comment by Nenad Divkovic — February 27, 2011 @ 4:20 am
I never use facebook for search that except "my friend account". I do not agree about that, don't forget "right people in the right place". Facebook just for the social network, Google is search engine. Remember it ….

Comment by bejoshare — April 9, 2011 @ 12:38 pm
Yes, i agree. FACEBOOK is the great SEARCH ENGINE in 2010. LOL

Comment by bejoshare — April 11, 2011 @ 9:16 am
somebody has to give google competion after all they have been #1 for to long and advertising is too expensive

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Comment by bejoshare — April 22, 2011 @ 12:20 am
Facebook's b2 bomber w/ nukes are powerful, well done to FB.

But Facebook should take lessons from Google's book. Google changed the world by being a mighty search engine, but failed at being a social network. Facebook changed the world by being a mighty social network, but failed… [see the point?]

Stick to doing what you do better!

Comment by @Rashid_Mamun — June 10, 2011 @ 7:05 am
Will the metatags be crawlable aswel?

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Comment by IT Rush — August 6, 2011 @ 5:59 am
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Comment by Rosemary — August 8, 2011 @ 4:37 pm
Even with Facebook's rapid success I feel that Google will still overtake them.

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I want to ask, why the under this system “link baiting” will give rise to “like baiting”, which is how Facebook determines the relevance of information and why this has become a full scale attack on Google on all fronts at this point as Facebook has officially entered the internet search market? Please Answer me

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