May 19, 2010 Michael Bickerton
This article pits Facebook against Google for world domination yet we see them as “apples and oranges”. In order to be found online, businesses are going have to learn to be SEARCHABLE and to be DISCOVERABLE, and we see them as separate strategies that must mesh or integrate seamlessly.
SEARCHABLE is Google’s domain. When a consumer is looking for something, Google offers the fastest most reliable method of finding that – online or off. So part of your online strategy has to include your organic ranking for the keywords that define your buying process (we use buying as opposed to selling intentionally). In other words – when people are searching do you show up? How SEARCHABLE are you?
On the other hand, as millions of people are already online being social, do they ‘happen across’ you? Are you in the right place at the right time appealing to the people who might have an interest in your product or service? In other words are you DISCOVERABLE? We think this is Facebook’s domain. Their competition is YouTube, SlideShare, Twitter and LinkedIN. Those are other places we spend social time online.
Any good Digital strategy designed to help you BFOUND includes a well thought out balance of SEARCHABLE and DISCOVERABLE. So we see it as Facebook AND Google, not Facebook OR Google.
Michael Bickerton, Raven5, April 2010