Searchable vs. Discoverable Business Marketing Strategy

When searching for a product or service, most companies are typically divided into searchable and discoverable services/brands. Searchable services examples would be doctors, whereas discoverable could be a trendy retail shop that offers customizable gifts.

Searchable Services and PPC

Searchable services should take advantage of Paid Per Click advertising for an effective SEO measure and building their brand awareness. PPC is when companies pay Google each time a visitor clicks on an ad that directs a visitor to the company website. This is completed by means of a bidding process. Google will look at factors such as website validity, content quality, page speed, security measures, and customer reviews.

Along with the brand audit, they will look at the bid prices and then make their decision. Searchable services such as doctors will benefit from PPC as these are services that visitors are actively searching for each day. They are based on a “need” basis as opposed to a want. Visitors will actively take to Google or other search engines to seek out these types of services.

In order to obtain a larger chance for your brand to grow, you need to increase awareness. This can be most effectively accomplished by increasing your SEO ranking. PPC can give searchable brands the opportunity to be seen on the first page of Google. To go a step further, if Google chooses your company to be placed on the Google Map Pack, you will be one of the three companies that are listed at the top of the page that have both maps and driving directions attached to them.

With the fast-paced society we live in, customers are looking for the quickest ways to access companies and their corresponding information. Google Map Pack, studies show, give brands a 40% larger chance to obtain more customers. Paid Per Click advertising gives businesses, large and small, the opportunity to be placed on the coveted first page of Google.

Discoverable Brands and Social Media

Discoverable companies are those that internet users may not actively seek out on popular search engines such as Google. There are various companies for instance, that offer niche products/services that gain their popularity by means of social media sites. Facebook, Instagram, Twitter, and Pinterest are among the most popular of these. Companies such as these can be better served by placing advertisements onto these social channels. For example, a company that has a business Facebook page can run an effective Facebook Ad. These ads can be positioned for the visitor to be directed back to the company website. Cross-promotion is an effective way to work with discoverable brands.

Discoverable brands, unlike searchable brands, are typically those that offer a product or service that is sold as a want as opposed to a need. Some example of these could be start-up companies that are offering a product to a target audience. Facebook ads can allow you to design your ad and implement a high-resolution photo or choose a video ad. When selecting your demographic, Facebook allows you to select various amounts of categories. This can range from location, interests, income levels, etc. You can then select the amount of money you want to place for the ad, the duration of time you want to run that ad as well as an easy payment system that allows businesses to place their credit card for automatic payments.

Facebook ads allow for a brand, even a start-up to have the chance to have a large return on investment just as a larger brand would. Businesses can run monthly analytic reports in order to determine how effective each of your ads are performing in order to make any appropriate changes during the next campaign. Facebook ads can also be designed to obtain more followers on their business Facebook page. This method is a social media way of “Pay Per Click” that Google offers.

When potential customers visit a Facebook page of a discoverable brand and see that they have many followers on the page, this can increase the relevancy of the brand. It is a great way for small brands to gain brand awareness as well as potential customer trust. They can place contact information, links to other social media sites and a link to their website. It is encouraged to place quality content within the Facebook ads and Facebook business page in order to obtain high SEO rankings. This includes choosing relevant keywords that are associated with your business.

Whether you’re a searchable or discoverable company, there is an effective marketing ad plan that will give you the best results. The most important thing to remember is to offer quality content to your customers and potential customers. When visitors click on your website, whether they find it on Google or on social media, they need to be directed to a working, optimized, quality website.

About The Author

Brittany Filori
Brittany Filori

Brittany is an accomplished COO & current CEO of 51Blocks who has written 3 digital marketing books including White Label Digital Marketing: How to Effectively Scale Your Agency for Time & Financial Freedom. Brittany is an expert on how agency owners can remove themselves from the day-to-day operations and focus on selling to scale. She helped create The Just Sell Method™ which has helped 300+ partners grow their book of clients and become more profitable with their own digital marketing agency. Brittany is passionate about leadership, operations, and agency growth.

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