The idea Facebook is banking on with Facebook Graph is that people want to do business by referral. In the marketing world, we call this “social proof.” If a consumer’s friend has visited a business and it is rated well, then that is a great referral. The results returned are based on factors that include information already shared by your business and the connections of the person searching.
Being ready for Facebook Graph is just as important as search engine optimization because with proper preparation, it can help your business get found by more potential customers. Google places a lot of value on “web2.0” links. That means when you are found by Facebook Graph again and again, Google is going to take note (that’s a good thing.)