Why does search matter?

Search Engine Marketing can be pivotal to overcoming your competitors and making your business succeed in a highly competitive market. Read this article to discover why search matters.

As a business owner, you know that it’s important to stay ahead of the competition, but how can you do that when your industry is constantly evolving?

One way is to make sure your company is visible online, and one of the best ways to achieve that visibility is through search engine optimization (SEO).

By improving your website’s ranking in search engine results pages (SERPs), you can attract more potential customers and outrank your competitors. And that’s why search matters a lot in a competitive market.


Building a strong online presence

We have never been so connected and with so much information available in the palm of our hands. We are literally just one search away from any question, and using Google or other search engines is a daily habit for most of us.

That’s why businesses need to have a strong online presence. When people are looking for a product or service, they turn to the internet for information. And when they’re ready to buy, they go straight to Google or another search engine to find the best deal.

Can you imagine how many people are searching for your services right now? That’s where your company needs to be visible – at the top of the SERPs.


How to improve your business’s online presence?

One of the main digital marketing strategies to improve your online presence is to invest in SEO. Search engine optimization (SEO) is the process of getting your website to rank higher in search results.


Search Engine Optimisation is a crucial part of any online marketing strategy, and it can be the difference between success and failure in a competitive market.


Technical Optimisation vs Content Creation

The technical aspects of your website are the most visible, but they’re not the only ones that matter. From the technical perspective, you want to make sure your website code is clean and loading fast for an improved user experience. It’s important to make sure your website sitemap is accessible to search engines and that your pages allow crawl and indexation.

Your site’s content is also extremely important for two reasons:

First, it needs to be helpful and relevant to your customers that are in the early stages of the buying journey. Think that they usually have a problem that they want to solve but they are still not aware of the solution.


For example, someone might come to your site because they are looking for information on how to fix a broken sink. They might not even know that there is such a thing as a plumber, but they will be looking for helpful content that will teach them what they need to do.


If your content is not relevant or helpful, you will quickly lose that customer. However, if your content is relevant and helpful, you have a much better chance of converting that customer into a lead or even a sale.

The second reason why content is so important is that it is the best way to improve your website’s relevance to search engines. If you provide valuable content for your visitors, the algorithm will identify it and reward your website, improving your rankings and generating more traffic to your website.


Why do people research online before buying?

There are many reasons why people conduct research online before making a purchase. The most common reason is that they want to be sure they are getting the best possible deal on the product or service they are interested in. They may also be looking for more information about a product or service before making a decision, or they may be trying to compare different options. Whatever the reason, it is important to have high-quality content on your website that will address the needs of these potential customers in all buying stages.

If you can provide helpful, relevant information to these visitors, you are more likely to convert them into leads or sales. However, if your content is not relevant or helpful, you will quickly lose your online authority. Therefore, it is important to understand why people research online before making a purchase and create content that meets their needs.


Understanding the Customer Behaviour

One of the key aspects of content marketing strategy is to understand how people behave and create a relevant strategic plan to cover all the possibilities when a potential customer is looking for a solution online.

Identifying relevant queries that your potential customers are most likely to use and including them in your content is critical to success. You can use a number of methods to research relevant queries, including:


  • Using Google Ads Keyword Planner;
  • Checking out what topics are being discussed on relevant forums such as Quora or Reddit;
  • Review competitor websites to see what keywords and phrases they are targeting.


And most importantly, understanding who your customer is by creating target personas will allow you to understand and identify what are their pain points, search intent and buying behaviour for an effective user journey.

Expanding your reach beyond your website

It’s not enough to just have a website anymore. In order to be successful, you need to make sure your content is seen by as many people as possible. This means expanding your reach beyond your website and into other areas where your potential customers are spending their time.

Some of the most common places to expand your reach include:

  • Social media platforms such as Facebook, Twitter, and LinkedIn;
  • Video platforms, such as Youtube, TikTok and Instagram;
  • Industry-specific forums and discussion boards;
  • Guest blogging on other websites in your industry.

By expanding your reach, you will be able to attract more potential customers to your website and increase your chances of generating leads and sales.


Video Content

Although we have mentioned video platforms in the paragraph above, video content deserves a deeper look as it is one of the most effective ways to improve your content strategy.

It is estimated that by the end of 2022, 82% of all internet traffic will be video traffic. This surge in popularity is due to a number of factors, including the fact that people are more likely to engage with and remember information that they see in a video format.

In addition, video content is extremely versatile and can be used in a number of different ways.


For example, you could create a product demonstration video, an informative “how-to” video, or even a customer testimonial video.


No matter what type of video you create, it is important to make sure that it is engaging and provides value to your potential customers. If you can do this, you will be able to attract more visitors to your website and improve your chances of generating leads and sales.

Key Takeaways

If you want to be successful in today’s competitive market, it is important to understand why search matters. People research online before making a purchase in order to find the best product or service to meet their needs.

To be successful, you need to create high-quality content that is relevant and helpful to potential customers. You also need to expand your reach beyond your website by promoting your content on social media, video platforms, and other websites.

By following these tips, you can improve your content marketing strategy and attract more potential customers to your website.



If you have any questions or need help getting started, feel free to contact us



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There are a number of ways to improve organic traffic to your website and it is important to focus on those that are most relevant to your business. By creating high-quality content, making your website user-friendly, and measuring and improving your results, you can attract more visitors and convert them into customers.

Read below some of the insights from the presentation given by Max Oliveira at the New2Business Network event in May.

Max Oliveira at New2Business Networking

Happy reading! 🙂

Define clear goals

When creating a strategy for improving organic traffic to your website, it is important to first identify and then set clear goals. Doing so will help ensure that everyone involved understands what needs to be accomplished and can work together to devise a plan that is realistic and achievable.

Define which pages you want to increase the number of visitors and what are the expected actions they should take.


Know your customer

Understanding who is your ideal customer will help you determine what type of content to create that will be the most relevant and useful to them. Once you know your target audience, you can then start creating content that appeals to them and addresses their needs.

Some questions you may want to ask yourself when trying to determine your ideal customer include:

  • What problems are they trying to solve?
  • What are their demographics?
  • What are their interests?
  • What needs do they have that your product or service can address?
  • Where do they tend to spend their time online?
  • Creating buyer personas can be a helpful exercise in this process as it can help you to more clearly visualize who your target customer is.

Focus on Experience

The competition for attention online is fierce and one of the best ways to set your website apart is by ensuring that visitors have a positive experience when they interact with it. This means creating a user-friendly design, easy to navigate pages and helpful and informative content.

It is also important to ensure that your website loads quickly and is mobile-friendly as more and more people are using their smartphones and tablets to access the internet.



Define clear CTAs (Call to Action)

Make sure that it is clear what you want visitors to do when they come to your website. Do you want them to make a purchase? Subscribe to your newsletter? Download a white paper or e-book?

Whatever the goal may be, make sure that it is easy for visitors to take the desired action.

By creating a website that is enjoyable and easy to use, you’ll be more likely to keep visitors engaged and coming back for more.

Generate High-Quality Content

One of the most important aspects of improving organic traffic to your website is to generate high-quality content. This content should be well-written, informative, and relevant to your target audience.

It is also important to ensure that your website is updated regularly with fresh content to keep visitors coming back for more. A good way to do this is to create a blogging schedule and commit to publishing new articles on a regular basis.

In addition to written content, you can also create other types of content such as videos, infographics, and images to help break up the text and make your website more visually appealing.

By creating high-quality content, you’ll be more likely to attract organic traffic from search engines as well as social media users.

Measure and Improve

As with any marketing strategy, it is important to track the results of your efforts in order to determine what is working and what needs to be improved.

Some key metrics you may want to track include:

  • Number of visitors
  • Bounce rate
  • Time on site
  • Number of page views
  • Referral sources

All this information can be obtained by connecting your website to Google Analytics, Google Search Console and other solutions like Hotjat, which give you access to screen recordings and heatmaps of real interactions.

This will help you understand how people are interacting with your website and where there may be room for improvement. By constantly measuring and analyzing your results, you can make the necessary adjustments to improve your organic traffic over time.


In order to improve organic traffic to your website, it is important to focus on the techniques that are most relevant to your business. By creating high-quality content, making your website user-friendly, and measuring and improving your results, you can attract more visitors and convert them into customers.

If you would like assistance in implementing these strategies or need an SEO audit of your website, our team at ZBRA is here to help. Just e-mail us at for a FREE consultation.