Jump into a search engine and look for the phrase, “how to rank well in search engines.” In Google, I get 88 million results. Now look for the phrase, “how to get content seen on Facebook.” I get 5.1 billion (with a “b”) results.
Ranking well, whether it’s in a search engine or in Facebook’s mysterious Edgerank algorithm, is critical to the success of many brand’s online activities. The better you rank, the more you’re seen. The more you’re seen, the more clicks, conversions and so on. It’s not the only way you can be successful online, but it is probably the most impactful determinant of online success.