Recently I was asked about my usage of the term “findability”. Well, it is not a typo, I promise. Findability refers to making content usable and accessible by people. Although it can be related to search engine optimization, that is primarily because search robots operate like screen readers. Findability differs because it focuses not on keywords or content that scripts can spider, but on making things valuable and easy for people first. In findability, you help customers a) find your website b) find valuable content on your site and c) rediscover and re-use that valuable content later.
This is achieved through several methods, such as intelligent information architecture, intuitive interface design, and yes, also grabbing results in search engines. However, instead of trying to get people to your site to earn hits or even money, the idea is to connect the valuable information you offer with the people who can best use it. You can convert these customers to buyers more easily, yes, and that looks good for ROI and visitor metrics, but really the focus is on filling customer’s needs and helping them get there.
Think about it. When you walk into a store, a helpful sales associate is always available to ask you how you are, let you know about sales, and offer to assist you. When customers find themselves in a strange new site, with no idea which way to go, findability can help.
A List Apart featured an article on the findability “orphan”:
The fundamental goal of findability is to persistently connect your audience with the stuff you write, design, and build. When you create relevant and valuable content, present it in a machine readable format, and provide tools that facilitate content exchange and portability, you’ll help ensure that the folks you’re trying to reach get your message.
A website that ignores findability is whispering into the wind, hoping that someone passing by might catch a hint of its message. To further complicate the chances of reaching your target audience, a cacophony of other websites are vying for the same commodity—attention.
For those who want a quick look at findability and how it compares to search engine optimization, this presentation on SlideShare, Findability: Going Beyond SEO, is perfect. Aarron Walter has presented a comprehensive findability checklist as well.
If you peek at the URL for Aarron’s checklist you’ll notice he mentions web standards. That’s right folks, web standards help make your site findable and more easily accessible by both screen readers and search engines too. Finally, as the value of search engine and other online marketing methods are recognized, people are seeing the importance of accessible, standards-compliant code and development.
More information on findability to follow in future posts. In the meantime, if you want to dive deep into findability on your own, check out Aarron Walter’s book, Building FIndable Websites. Ambient Findability by Peter Morville is excellent as well and comes highly recommended.
