A statement that comes up again and again, especially in conversations with partners from the online marketing and website management sector: “Our customers don’t google at all.” This is often true, especially if your own website has not been redesigned or made search engine friendly. This means you simply remain invisible to potential customers. But this is not an unalterable fate. There are ways to activate this untapped potential.
"Online visibility is no coincidence, but the result of a clear strategy"
Concise case studies
When searching for “ERP for mechanical engineering”, ads pop up happily – including Sage. Interestingly, however, German providers dominate the organic search results. If a Swiss provider had used suitable keywords with a focus on its domain, it would probably have been listed higher up.
German providers or lead generators also dominate the search results for “HP server experts” and “IBM server specialist”. Swiss partners only appear further down, although they are directly more relevant – but apparently neglect their presence online.
The keyword “ERP for SMEs” results in many ads, but hardly any organic visibility for Swiss providers. And if Google Ads does not bring the desired success, this is often due to the weakness of the website – not its potential.
These examples show: The statement “Our customers don’t google” may be true at first glance – but on closer inspection, it is often only the visibility on the web that is poor.
So if Google Ads are not delivering conversions, this is usually not due to Google, but to the website – and the fact that an SEO audit is overdue.
A ray of hope: Positive example
Odoo performs impressively well in “SAP ERP for SMEs” – despite a non-SAP partnership. topsoft itself appears twice, followed by a genuine SAP partner (Data Unit), which has gained a sustainable foothold in the rankings in a short space of time thanks to targeted SEO measures and strategic content. They show impressively how clear positioning and continuous commitment create real visibility – even against established providers.
The Keyword Planner as the first port of call
Tools such as the Google Ads Keyword Planner provide valuable insights: When entering “ERP” in German in Switzerland, for example, terms such as “Odoo” (2,900 search queries), “Navision” (1,000), “Odoo ERP” (210) and “Microsoft Dynamics Nav” rank prominently. This data provides valuable information on what people are specifically looking for – and where it is worth positioning yourself. Because a provider like Odoo not only manages to be found well thanks to its SEO commitment, but also to appear dominant in the search results.
Conclusion
The common excuse “Our customers don’t google” is often just an expression of missed opportunities. If you strategically optimize your content, prepare it correctly and link it to relevant terms, you give your target group the opportunity to actively find you. Both in the digital space and in everyday business life. It’s worth starting now, your own website can become a real sales and consulting channel.
Final thoughts
This article questions the widespread assertion that customers practically do not search for suitable offers via Google. Very often, this is not due to the target group’s willingness to search, but to the fact that companies themselves cannot be found online. Whether due to a lack of search engine optimization or a lack of content. Examples show how dominant Google Ads results and the over-representation of foreign providers block the digital presence of local providers. At the same time, a counter-example (Data Unit at “SAP ERP for SMEs”) illustrates how targeted SEO, the choice of the right keywords and strategic content can lead to sustainable online visibility.
A holistic consulting approach not only takes into account technical SEO factors, but also combines website optimization, relevant keyword strategy, content quality and cross-channel marketing measures. Tools such as the Google Keyword Planner provide valuable guidance, with the aim of clearly addressing user needs. By combining and continuously developing these elements, you can transform your website into an active digital sales channel and strengthen your market presence and business success in the long term.