BE FOUND. BE DISCOVERED.
A search-led marketing program builds online visibility and connects businesses with customers where it matters. Be found where people are searching — from organic and paid search through to emerging AI-powered experiences.
SEARCH REVEALS DEMAND
Questions people ask, products they compare and solutions they seek reveal what buyers need, what they’re considering and where they are in the decision-making process. Taken together, these searches reveal what matters to potential customers and how their needs evolve.
Essentially, search is a window into what people are looking for. The opportunity is to understand demand signals, and make the business visible when it matters — connecting what people are searching for with the products, services, information and experiences the business can provide.
SEARCH SPANS THE JOURNEY
Search behaviour changes as people move through the customer journey. Early searches tend to be broader and exploratory, while later searches become more specific as people compare options, evaluate solutions and move closer to a decision.
A search-led program considers these different moments and identifies where the business can be useful, relevant and visible — creating opportunities to connect with potential customers before they are ready to buy as well as when they are ready to act.
WHERE DISCOVERABILITY HAPPENS
Organic search remains fundamental to discoverability, but visibility doesn’t stop with traditional search results.
SEO provides the foundation for organic visibility, helping search engines understand a business, its relevance and the value it provides. Being discoverable today means understanding where opportunities exist and how different search environments can contribute to the customer journey.
ORGANIC SEARCH
Build visibility through SEO, relevant content and an understanding of what customers are searching for.
PAID SEARCH
Capture active demand through paid search, using Google Ads strategically alongside organic visibility.
SEARCH EXPERIENCES
Extend visibility across Shopping, Images, Video, Local Pack, People Ask and emerging answer-engines.
ARE YOU VISIBLE WHERE IT MATTERS?
SEARCH IS EVOLVING
People are increasingly searching for answers, not just links. AEO and AI discovery extend the search landscape. They don’t replace SEO.
Search is becoming more conversational and answer-driven, with people using AI-powered experiences to ask questions, explore options and find recommendations. This changes how businesses need to think about being discovered and how information needs to be structured, understood and surfaced.
The principles remain the same. Businesses still need to be relevant, useful and credible, with content and information that search systems can understand and trust.
Experience Across Search
MELISSA HOW
I’ve been working in SEO since 2003, through multiple generations of search and digital marketing.
Over that time, search has evolved from a relatively technical discipline focused on rankings and keywords into a much broader part of how businesses are discovered, evaluated and chosen.
That experience informs how I approach discoverability today — combining established SEO principles with a broader view of search, content, customer behaviour and emerging AI-powered experiences.
A SEARCH-LED MARKETING PROGRAM
The opportunity is bigger than any single search tactic.
I build search-led marketing programs around the business, its audience, market and objectives — determining where search can create value and how different activities can work together. The focus is not simply on increasing visibility. It’s on connecting demand with the right proposition, content, experience and action, then using what we learn to continually refine the program.
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DEMAND
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VISIBILITY
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ACTION
MAKE YOUR BUSINESS MORE DISCOVERABLE