This influence is exerted from conscious, proactive effort. Companies must aggressively
pursue ambient findability, the art and science of promoting their domain through organic
means. While a small number of people might link to your corporate website because it??™s
relevant to whatever random bit of text they wrote, a passive stance will never be enough
to sway the tide of traffic toward your domain.
This does not mean advertising. Traditional banner advertising is a deliberate attempt to
build traffic through calculated placement, based on metrics like daily visits, target demographics,
and click-through rates. Ambient findability is like gardening. Incoming traffic is
nurtured by planting seeds of interest, tending to them, and waiting (patiently) for traffic
to grow naturally. Ambient findability relies on people finding the site by serendipity; the
idea is that when enough seeds are planted around the Web, there is a greater chance
people will find the link in just the right context.
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Currently, search engines represent the culmination of ambient findability in action.
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