What is the first thing you do when you need to buy a new smartphone or plan a vacation? You google it, right? Your customers do the same when they are looking for what you have to offer.
But most people are not ready to put money on the table just yet. Especially, when the purchase has significant consequences or the product is a major investment. They turn to search engines to find answers to questions and solutions to their objections or even buyers remorse concerns.
If you can attract the right kind of searchers to your website, you are likely going to get the deal. Otherwise, your competitor will be there to help them.