Marketing Ecosystem Part 10: Findability

Improving Findability: Make It Easy to Be Found

Here’s a hard truth: If people can’t find you, you don’t exist in their world. Improving your findability ensures that when someone searches for your brand, product, or service, you’re the first thing they see. It’s not just about being present—it’s about being visible, relevant, and accessible.

Think about your own search habits. When you’re looking for something—a restaurant, a service, or even a product—how often do you dig past the first page of search results? Probably not often. That’s why improving your findability is critical for your business’s success.

In this blog, we’ll dive into the key strategies to make your brand easy to find, from SEO to directories and everything in between. Because if someone is looking for you, make sure they find you.

Why Findability Matters

If your brand isn’t visible when someone searches, you’re handing the business to your competitors. Improving findability not only drives traffic but also builds trust and authority. Here’s why it matters:

1. It Boosts Visibility Where It Counts:
   • Stat: 75% of users never scroll past the first page of search results. (HubSpot)
   • If you’re not on the first page, you might as well not exist.
2. It Connects You to Local Customers:
   • Fact: 46% of Google searches are for local information. (SEM Rush)
   • Being listed on mapping systems and local directories ensures nearby customers can find you.
3. It Positions You as an Authority:
   • Showing up consistently across platforms builds credibility and reinforces your brand’s trustworthiness.

How to Improve Your Findability

Let’s break it down into actionable steps to improve your visibility across search engines, directories, and local platforms:

1. Optimize Your SEO

Search engine optimization (SEO) is the cornerstone of findability.

• Tips to Start:
  • Use relevant keywords: Research what your target audience is searching for and incorporate those terms into your site.
  • Optimize meta descriptions: These brief summaries under your website link in search results should be clear and enticing.
  • Improve page speed: A slow website can hurt your rankings and frustrate visitors.
• Stat: Websites on the first page of Google search results have an average click-through rate of 27.6%. (Backlinko)
• Tools to Use:
  • Google Keyword Planner for keyword research.
  • Ahrefs or SEMrush for advanced SEO tracking.

2. Create Backlinks

Backlinks are like votes of confidence for your site—they show search engines that your content is trustworthy and valuable.

• How to Build Backlinks:
  • Write guest blogs for reputable sites in your industry.
  • Get listed on online directories relevant to your business.
  • Collaborate with other brands or influencers to share links.
• Fact: Websites with more backlinks rank significantly higher on Google. (Moz)

‍

3. Be on Mapping Systems

If you have a physical location, appearing on mapping systems like Google Maps or Apple Maps is non-negotiable.

• Steps to Optimize:
  • Claim and update your Google My Business profile with accurate hours, photos, and contact information.
  • Encourage customers to leave reviews, as high ratings improve your visibility.
  • Add keywords to your business description to match search queries.
• Stat: Businesses with complete Google My Business profiles are 2.7x more likely to be considered reputable. (Google)

4. Use Directories Wisely

Being listed in the right directories helps customers find you and boosts your SEO.

• Best Practices:
  • Identify directories relevant to your industry (e.g., Yelp for restaurants, Houzz for contractors).
  • Ensure consistency: Your name, address, and phone number (NAP) should match across all platforms.
  • Don’t forget niche directories—these can give you targeted traffic and credibility.
• Stat: 88% of consumers who search for local businesses on a mobile device call or visit that business within 24 hours. (seoprofy)

5. Leverage Blogs and Content

Content is still king when it comes to being found online. Blogs, videos, and other content give search engines more reasons to index your site and attract traffic.

• Tips for Effective Content:
  • Write blogs that answer common customer questions or solve problems in your industry.
  • Optimize your content for SEO by using keywords naturally and structuring it well.
  • Include internal links to other pages on your site to keep visitors engaged.
• Fact: Businesses that blog receive 97% more links to their website. (HubSpot)

6. Invest in Paid Search Advertising

Sometimes, organic methods take time, and paid search ads can give you a quicker boost.

• How to Use Paid Ads:
  • Bid on keywords that are highly relevant to your business.
  • Use geo-targeting to show your ads to people in specific locations.
  • Track ROI to ensure your ads are delivering results.
• Stat: Paid search results receive 65% of clicks when users are ready to buy. (WordStream)

Metrics to Track Your Findability

Improving findability is an ongoing process, and tracking your performance helps you refine your strategy. Monitor these metrics:

‍

1. Search Engine Rankings:
   • Use tools like Google Search Console to track your position for target keywords.
2. Organic Traffic:
   • Monitor how many visitors come to your site through search engines.
3. Map Views and Directions Requests:
   • Check how often people view your location or request directions via Google Maps.
4. Referral Traffic:
   • Track how much traffic comes from backlinks and directories.

Final Thoughts: Make Yourself Easy to Find

Findability is about removing barriers between you and your audience. The easier you are to find, the more likely people are to choose you over the competition. By focusing on SEO, directories, and local presence, you can ensure that when someone looks for you, you’re the first thing they see.

‍

Your Next Step:

Audit your findability this week. Check your SEO performance, update your Google My Business profile, and get listed on one new directory. Because when it comes to being found, every effort counts.

Your biggest fans are your best marketing assets. Learn how to turn your customers into advocates by subscribing to our blog updates. You’ll also be entered to win a free copy of the Black Wave Book! Stay tuned—next, we’ll explore how testing ideas can keep your strategy fresh and innovative.

‍