Findability is a combination of factors that help people to find you on the internet.
There are fourr main findability factors:
Branding leads to people knowing your sitename by heart. This will generate direct traffic to your site. This traffic is important as people have bothered to remember your name.
Linking is when a visitor is on an other website and sees an unpaid link to your website
Ranking is the position of a page from your website on a searchengine result page. As a rule, the higher the website page on in a search result is shown, the more people will visit your site when search on the specific keyword.
Publicity is paying for links to or exposure of the website. Publicity can be off line and online, and in searchengines or other websites.