Facebook’s response to the practice
Facebook hasn’t stated they are taking action or penalizing brands for the practice, yet based on evidence over the past couple of years with pages we follow, we have little doubt they are.
How are they responding? By further limiting the reach of content from those brand pages. The algorithm already limits reach based on relevance. What we suspect Facebook has done is add another layer into the algorithm.
Google’s search algorithm is essentially layered as well – will content rank and will it stay ranked. Most content creators and SEO types are so focused on earning a place on page one that they fail to consider one key factor.
Will it convert?
That is critical. Content which fails to convert or does so at such a nominal level, indicates it has little value (it’s immaterial if it does or the meta description fails to indicate it does). In time, that content will drop from search results pages.
Our theory is that Facebook sees pages with a high fan base having little relevant connection to the published content as so unlikely to convert, that the content will never be shown – even if it is valuable, timely, shareable, and potentially relevant to some.