In addition to your personal Facebook page, you can create pages for entities (businesses, organizations, bands, celebrities, or causes).
When deciding on a Facebook page name for your business, organization, cause, or other entity, it’s important to consider what people will type when they are searching for your page.
Some people will know your name and type that, others may use a more generic search phrase (if they don’t yet know you exist).
You want your page name to read well, make sense, and communicate clearly, but also include those keywords.
Start with the most likely word that people will type. You’ll notice that Facebook (like Google) uses predictive typing to narrow down the search immediately. So, if you start with the most likely word or name, this helps a lot. Avoid using phrases, quotes, or tag-lines.
Before creating your page, try using the Search feature in Facebook to see how the predictive typing works and consider how effectively other pages are found. Critique them and consider ways you can make your page more effectively discoverable.
The URL that Facebook creates for your group will include the name you’ve chosen, along with some numbers to make the page address unique from other pages with the same name.
The above suggestions are similar to SEO guidelines for the Internet, but they apply within the Facebook ecosystem.