In the past year, “findability” has become something of a buzzword, yet findability is much more than a buzzword.
Findability is people’s ability locate and engage with your web content through a combination of search and social mechanisms. And findability convergence is interaction you create and synergy you foster between search and social strategies and techniques.
Findability Trumps Quantity and Quality
Your web presence is at least as much governed by the findability of your content as it is by its quantity and quality. Findability activities need to be fully integrated with your web content production to permit your intended audience to find and interact with that content.
As I stated in Why Bad Things Happen to Good Content, “Sadly, very many potentially useful web sites languish in obscurity like proverbial trees falling in forests with no one around to hear them. While these web sites have excellent content, they have few readers to use or enjoy that content [i.e., they lack findability].
“Good content needs to be consumed. I would rather publish marginally good material that is highly consumed than top-notch content that merely gathers dust.”
Focus on Search and Social
Findability is necessary if your content is to be consumed and discussed. So if you’re content is good but isn’t getting enough reaction, your search and social initiatives are probably falling short.
The New Website Traffic Case Study — Watch Company — Weeks 1-13 that I presented two weeks ago was an example of using search and social to increase content findability.
Focus as much on search and social as you do on content, and your web presence will grow.
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