In an age Click here! where digital marketing buzzwords reign supreme, “being found” often gets reduced to a single SEO mantra: rank on Google. But what if your customers discover you first on social media instead? Does that change what it means to "be found"? For startups and SMEs with limited resources, this shift brings both challenges and unexpected opportunities.
This article unpacks the evolving nature of brand visibility channels, exploring the social discovery journey and the search beyond Google — a theme more relevant than ever for businesses like Fly High Media, local champions like Cheshire Phoenix, and newsmakers such as Today News. We'll also address the trial-and-error process of learning SEO, the fear of rejection in sales, and the fine line between commercial marketing and vanity metrics.
Understanding "Be Found": Beyond Google Search
Traditionally, “being found” online meant ranking well on Google Search — the dominant gateway to information. For business owners starting with limited budgets, investing in Search Engine Optimisation (SEO) was the logical first step to capture high-intent customers actively looking for their products or services.
Yet today, this landscape is shifting. Social platforms like Instagram, TikTok, Facebook, and LinkedIn have evolved into powerful brand visibility channels. Many customers embark on their social discovery journey here, coming across products and brands through recommended posts, influencer collaborations, or viral content — before ever typing a query on Google.
What Does This Mean for Businesses?
- Discovery doesn’t require search: Brand exposure can happen passively on social media feeds or through peer recommendations. Audience targeting is more nuanced: Social algorithms enable businesses to reach tailored demographics, sometimes more cost-effectively than SEO campaigns. Engagement drives discovery: Interactive content, comments, and shares foster an ongoing relationship versus one-off Google visits.
Therefore, “being found” is no longer confined to Google — it encompasses a multi-channel presence where social discovery journeys play a starring role.
Starting a Business with Limited Resources: The Fly High Media Story
Fly High Media, a Greater Manchester-based digital marketing agency, is an excellent example of a business that began with modest resources and rapidly adapted to this new reality. Founder Sarah Davies recalls how their early efforts leaned heavily on SEO, hoping their website's Google rankings would drive traffic. However, limited budget and fierce competition stalled their growth.
Fly High Media pivoted, allocating more time and energy into creating engaging social content and nurturing their community rather than obsessing about SEO rankings alone. This led to organic growth and deeper brand loyalty, an approach that startups constrained by budget can emulate.
Lessons from Fly High Media:
Don’t put all your eggs in the Google basket — explore social platforms as authentic engagement venues. Use tools like ChatGPT to brainstorm creative content ideas, saving time and boosting originality. Personal connection on social can overcome initial sales resistance.Learning SEO Through Trial and Error: The Reality for SMEs
Last month, I was working with a client who learned this lesson the hard way.. SEO remains a vital pillar in digital marketing, but mastering it is not straightforward, especially for business owners juggling many roles. The learning curve is steep, often accompanied by frustration and false starts.
Take the experience shared by Cheshire Phoenix, a semi-professional basketball club that had to learn SEO practically from scratch. Initially, their website barely registered in Google Search results. Incremental improvements, published match reports, and content tailored to niche basketball fans gradually enhanced their visibility — but only after many trials and errors.
Their key takeaway: SEO is a marathon, not a sprint. It involves:
- Consistently publishing quality, relevant content that answers users’ questions Understanding keyword intent beyond just volume Utilising Google Search Console and analytics to track performance and adapt
While social discovery journeys are essential, ignoring SEO means missing out on customers actively searching for specific products or events. The two channels complement each other.
Fear of Rejection in Sales: How Social Discovery Helps
Many entrepreneurs find sales daunting. The fear of rejection can inhibit cold outreach, direct selling, or even asking for referrals. Yet social media provides a buffer, allowing businesses to warm up audiences before any sales pitch.
For example, Today News, a regional news platform, noted that social sharing of stories and audience interaction created a community vibe. Advertisers felt less like cold-call targets and more like partners in an engaged ecosystem. Personal brands and businesses can leverage social to build trust first, which eases the path to sales conversions.
Tactics to Ease Sales Anxiety via Social Channels
- Share valuable, non-sales content that builds credibility Engage in conversations and respond to comments Use direct messages sparingly, prioritising relationship-building over hard selling
This approach contrasts with traditional commercial marketing that focuses purely on transactions or vanity metrics—likes, follower counts, or impressions that may not translate into revenue.
Commercial Marketing vs Vanity Metrics: Prioritising Meaningful Impact
In the rush to grow digital presence, many businesses fall into the vanity metrics trap. High follower numbers or viral posts can feel like success but might not deliver tangible business results.
Fly High Media’s campaign experience underscores this: a post might rocket in reach, yet produce few leads or conversions. Instead, measuring impact through metrics like:
- Website traffic from social Lead form submissions Direct enquiries Event registrations
aligns efforts with commercial objectives.
Ultimately, "being found" means being visible where your ideal customers look and converting that attention into meaningful engagement and sales.
How to Integrate Both Worlds: Social Discovery & Google Search
A truly effective digital strategy blends social discovery journeys with SEO fundamentals. Here are practical steps for SMEs and startups:
Focus Area Social Media Google Search (SEO) Content Type Short videos, stories, polls, community Q&A In-depth blogs, FAQs, resource pages Engagement Comments, shares, DMs, live streams Backlink building, page authority Tools ChatGPT for content ideation, social scheduling tools Google Search Console, keyword research platforms Customer Journey Discovery & warm-up Demand capture & informationEach channel supports the other — social introduces your brand to warm audiences, while Google Search helps capture those actively seeking your solution. Balancing both fuels sustainable growth and shields against over-dependence on any single platform.
Final Thoughts
The phrase “be found” has evolved from a narrow SEO goal into a broader mandate: be visible and accessible across multiple brand visibility channels where your customers journey, including social media and Google Search.
Businesses like Fly High Media, community-oriented Cheshire Phoenix, and dynamic news outlet Today News exemplify how diverse approaches—blending commercial marketing savvy with authentic engagement on social—can overcome the hurdles of limited resources, fear of rejection, and the seductive but hollow lure of vanity metrics.
For startups and SMEs, embracing this multi-channel mindset and learning through trial and error (with smart tools such as ChatGPT) is the AI search optimization guide pathway to a meaningful and measurable digital presence.
So, if people find you on social before Google, celebrate it — that’s the modern social discovery journey in action. Then, expand your SEO knowledge gradually to capture the rest of the search beyond Google, making sure your business truly gets found.
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