Not so long ago, "being found online" meant one thing: showing up on Google. Today, your next customer might find you through Google Maps, an Instagram reel, a Reddit thread, a voice assistant in their kitchen or a recommendation from ChatGPT.
People move between these channels constantly. Someone might see a reel, check your Google reviews, ask an AI tool for alternatives and then search your business name before finally getting in touch. Each of those moments is a chance to be found, or to be overlooked.
Below are 30 ways customers search for businesses, grouped into five areas, with practical steps you can take for each one.
Traditional Google Searches
Google is still where a huge amount of buying research starts. But people search in very different ways depending on what they already know.
1. Service-based searches
The classic search: "electrician Tunbridge Wells" or "accountant for small business". Make sure every core service has its own clear page that explains what you do, who it's for and where you work.
2. Problem-based searches
Many people don't know the name of the service they need. They search the problem instead: "why is my boiler making a banging noise" or "back pain after running". Create helpful content that answers these questions and gently points to how you can help.
3. Solution-based searches
Once people know the type of solution, they search for it: "boiler repair" or "sports massage". Use the language your customers use, not just industry terms, on your service pages.
4. Product searches
For retailers, people often search for specific products, sizes or models. Detailed product pages with accurate names, specifications, availability and good photography make a real difference.
5. Branded searches
When someone searches your business name, they're usually close to making a decision. Make sure your website, Google Business Profile and reviews give them a reassuring, consistent picture.
6. Competitor and alternative searches
Customers compare. Searches like "alternatives to [brand]" or "[competitor] vs [competitor]" are common, especially for considered purchases. Explaining honestly what makes you different helps people make the right choice.
7. Review searches
"[Business name] reviews" is one of the most common checks before buying. Actively ask happy customers for reviews and reply to every review, positive or negative.
8. Pricing searches
"How much does a website cost?" Price is often the deciding question. Even "from" prices or a guide to what affects cost can keep people on your site instead of sending them back to Google. We do this ourselves in our guide to digital marketing costs in Tunbridge Wells.
Local SEO and Google Maps
For local businesses, the map results are often seen before the website. This is where local SEO earns its keep.
9. Near-me searches
"Physio near me" or "coffee near me" rely on the searcher's location. A complete, accurate Google Business Profile with the right categories is the foundation for appearing here.
10. Google Maps searches
Many people search directly inside the Google Maps app. Photos, reviews, opening hours and services on your profile all help people choose you over the pin next door.
11. Location-specific searches
Searches such as "dog groomer Southborough" or "Tunbridge Wells wedding photographer" include a place name. Mention the areas you genuinely serve naturally on your website, without stuffing town names into every sentence.
12. Opening-hours searches
"Is [business] open on Sunday?" is a surprisingly common search. Keep your hours accurate, including bank holidays and seasonal changes. Wrong hours quickly lose trust.
13. Directions searches
People search for directions just before they visit. Check your map pin is in the right place, and add helpful details such as parking or the nearest station on your website.
14. Google Business Profile discovery
Your profile can appear for searches you never targeted, simply because it matches what someone needs. Regular posts, product and service listings, and fresh photos give Google more to work with. Our Google Business Profile service covers this in detail.
Social Media Search
Social platforms are no longer just for scrolling. Many people, particularly younger audiences, actively use them as search engines.
15. Instagram
People search Instagram for local food, beauty, fitness and interiors, often by hashtag, place tag or keyword. Use clear captions, accurate location tags and a bio that says exactly what you do and where.
16. TikTok
TikTok search is widely used for recommendations, how-tos and reviews. Short, genuine videos that answer common questions tend to work better than polished adverts.
17. Facebook
Facebook remains important for local discovery, community recommendations and events. Keep your page details up to date and respond to messages promptly.
18. YouTube
YouTube is the go-to for "how to" and review searches. Useful explainer videos with descriptive titles can build trust long before someone is ready to buy.
19. Pinterest
Pinterest works like a visual search engine for ideas, from weddings to home improvements. If your business is visual, well-described pins that link to your website can bring in planners early in their journey.
20. LinkedIn
For business-to-business services, LinkedIn is often where people check credibility. A complete company page and an active, helpful personal profile can make a real difference.
AI-Powered Search
AI tools now answer many questions directly and sometimes recommend specific businesses. You can't control what they say, but you can make it easier for them to understand you. We explain how to test this in Does ChatGPT know your business? 10 ways to find out.
21. ChatGPT
People ask ChatGPT for recommendations, comparisons and advice. When it searches the web, it draws on publicly available information, so clear, factual content about your services, location and expertise helps.
22. Google AI Overviews
AI Overviews appear at the top of some Google results, summarising answers and linking to sources. Well-structured pages that answer questions clearly are more likely to be useful to them.
23. Google AI Mode
AI Mode is a more conversational way of searching within Google, where people can ask follow-up questions. Strong SEO foundations and helpful, detailed content remain the best preparation.
24. Perplexity
Perplexity shows its sources alongside its answers. Being mentioned on credible websites, directories and publications can increase the chances of your business being one of those sources.
25. Microsoft Copilot
Copilot is built into Windows, Edge and Bing. Make sure your business is properly listed with Bing Places for Business and that your website can be crawled by Bing as well as Google.
Recommendations and Alternative Discovery
Some of the most persuasive discovery still happens through other people.
26. Review platforms
Sites such as Trustpilot, Google reviews and industry-specific platforms influence decisions heavily. Focus on the platforms your customers actually use, and make leaving a review easy.
27. Reddit
Many people add "Reddit" to their searches to find honest opinions. You can't fake your way into these conversations, but delivering great service and being helpful where appropriate builds a genuine reputation.
28. Community groups
Local Facebook groups, parent groups and neighbourhood forums are full of "can anyone recommend…?" posts. A strong reputation and a business that's easy to find when someone mentions you are what count.
29. Comparison websites and business directories
Directories and comparison sites still help people shortlist businesses. Keep your name, address, phone number and website consistent everywhere you're listed.
30. Voice search
"Hey Google, find a florist near me." Voice searches tend to be conversational and local. Accurate business information and pages that answer natural questions in plain English help here.
Why You Need a Joined-Up Discovery Strategy
From a behavioural point of view, people rarely make a decision from a single touchpoint. They look for reassurance from several places before committing, and inconsistent information creates doubt.
That's why the strongest approach joins everything up:
- SEO so your website answers the questions people ask.
- Local search so you appear in Google Maps and near-me results.
- Social media so people can see your work and personality.
- AI discovery so your business is clearly described across the web.
- Reviews and reputation so every check confirms you're a good choice.
It's also worth remembering that not every search has the same value. Someone asking "how do I fix…" is in a very different place from someone searching "book…today". I explain this in more depth in SEO keywords based on buying intent.
If you'd like help making your business easier to find, take a look at our SEO, GEO and AI search services or our Google Business Profile management.
Make Your Business Easier to Find
