The findability challenge 

Many industrial companies invest in websites and content but still struggle to be found in a meaningful way.

Typical challenges include:

• “We are not visible in search”
  or we are visible for the wrong topics
• Unclear understanding of demand
  What are customers actually searching for?
  Which markets are active?
• Competitors dominate visibility
  Often without being clearly better, just better positioned
• Content is created without real direction
  But based on assumptions rather than demand

As a result:

• the right customers don’t find you
• marketing does not generate consistent opportunities
• decisions are made without real market insight

Connection to credibility

Findability alone is not enough.

When customers find you, they also need to:

• understand your offering
• trust your expertise
• see relevant proof

This is where findability connects directly with credibility.

Content that:

• answers real questions
• explains decision points clearly
• reflects real situations

is more likely to:

• rank well in search (SEO)
• be picked up in AI-driven search (GEO, AEO)
• support industrial decision-making

1. SEARCH & MARKET UNDERSTANDING

Understand what customers are actually looking for

Search data provides a practical way to understand your market.

Core work

• Identifying relevant search topics and questions
• Analyzing search behavior in key markets
• Mapping who currently owns the search results
• Understanding demand across different decision types

Understand real demand, don't assume.

This can include:

• Keyword and topic analysis
• Competitor visibility mapping
• Identifying gaps and opportunities
• Comparing different markets or regions

The goal is clear insight into your market and its dynamics.

2. BUILDING STRONG FINDABILITY

Improve visibility where it matters

Based on real-world search behavior, visibility can be built in a structured way.

Core work

• Structuring website content based on customer questions
• Improving visibility in search engines (SEO)
• Supporting presence in AI-driven search (GEO, AEO)
• Aligning content with different decision stages

Make sure you are found when it matters.

This can include:

• Creating or optimizing key content pages
• Developing content around high-value topics
• Aligning messaging with search intent
• Supporting product or market entry visibility

3. CONTENT & CONTINUOUS PRESENCE

Stay visible and support decisions over time

Findability is not a one-time activity. It requires consistency.

Core work

• Content planning based on real demand
• Aligning website and LinkedIn content
• Supporting both long and short decision cycles
• Maintaining visibility across the buying process

Stay present throughout the decision journey

This can include:

• LinkedIn content aligned with search topics
• Reuse of content across channels
• Continuous development of key pages
• Light nurturing of potential customers

Practical example

In my previous company I built

• SEO strategy based on real customer questions
• strong focus on key markets such as India

 Achieved top 2–5 rankings across relevant searches

These results:

• have proven long-lasting
• continue to perform in AI-driven search environments

The goal is relevant visibility, not just traffic