So Facebook’s push for Open Graph integration, where the “Like Button” replaces the direct link, creates new opportunities for businesses to focus on Facebook’s search mechanism. Some initial tests indicated that it is possible to now optimize for Facebook search, i.e. bringing SEO to Facebook.
This creates an opportunity for companies that are bringing their brand to Facebook to get additional exposure through Open Graph, which creates an incentive to use the technology. This is exciting, as the move to the “walled garden” of social media threatened to disrupt the open world of search. In the past, users could recommend a page on their blog, creating a “link graph” for the search engines to use, but now it’s easier to just click “share” and send the link out to your friends that way. Without this part of the link graph, the search engines are missing out on the recommendations that they build their systems upon.
Open Graph brings out the ability to restore this, even if Facebook is the only company taking advantage of it for now.