Larry BraunerFindability is the ability of brands and all their associated content to be discovered and interacted with by people.

More simply stated, findability is people’s ability to find and connect with content on websites. To find content, people need to be drawn to websites, and once on those websites, they require guidance finding the desired content.

Web promotion deals with drawing people, and website design with guiding them. Web promotion and website design — or usability — are the principal elements of findability.

Brands can maximize their findability by fine tuning the promotion of their websites and optimizing their websites’ usability, both important functions of a web marketing team or digital marketing agency.

Needless to say, developing high-quality and relevant content is crucial, but without findability, content has no value.

See also my other findability piece: What is Findability Convergence?

Now that you’ve found your way to the end of this findability article, please find the wherewithal to leave a comment about findability and to subscribe to my blog.  ;-)

Larry BraunerSocial media and other types of media revolve around the findability and value of their content.

You could use a newspaper to wrap fish or fragile belongings (ideal), a book as a paperweight (sad), a radio or television program as white noise (even sadder) or a blog to switch to, so that the boss won’t catch you playing FarmVille at work (hopefully not my readers).

Kidding aside, media are published so that their content will be consumed, and social media marketing can only succeed if its content is findable, and if the people finding that content repeatedly consume it.

Am I stating simply the obvious? Perhaps, but consider for a minute the large number of web sites with little traffic and blogs with little traction. Do you not agree that my concern is somewhat justified?

Value and findability of content to and by stakeholders are prerequisites for social media marketing success, and the optimization of each must be at the top of our social media marketing content lists.

Larry BraunerI very much enjoyed an informative morning at the The Search and Social Leadership Forum, hosted by the Business Development Institute and NYU.

Veronica Fielding, CEO of Digital Brand Expressions, forum sponsor, treated us to a fast-moving overview of the direction digital marketing is taking.

Veronica Fielding Discusses Findability ConvergenceVeronica discussed findability, which as I understand it refers to the ability of a brand and all its associated content to be discovered and interacted with by people. She identified three key forms of findability and likened them to three forms of investment, underscoring their value and illustrating their complementary nature:

  1. Search Engine Marketing – Paid search results. Like cash, it’s instantly available.
  2. Search Engine Optimization – Organic search results. Like bonds, they’re for the long term.
  3. Social Media – Blogs and social media sites. Like the stock market, it’s volatile.

Veronica showcased companies successfully combining all three findability channels to build their web presence. We need use all three forms of outreach and to foster increased interaction and synergy between them. This is findability convergence.

Watch for more in the near future about this event and about the other excellent presenters:

Much thanks to Steve Etzler, Maria Feola and the BDI team for making today’s Search and Social Leadership Forum a big success.

There’s still space available for the next BDI event, Social Convergence and the Enterprise at NYU Midtown on July 21.

One final note: In case you’re new to this blog, we’ve reached the place where readers generally subscribe or leave me a comment. ;-)