Bridging the Gap Between What You Do and How They Search
Contents
Think Like Your Client: The Key to Getting Found Online
Being discovered online is not just about having an online presence. It’s about making sure you have content aligns with the user’s search query.
Having content that simply talks about the services or products you offer is all well and good, but does it align with how your potential clients will be looking for them.
To give you an idea;
At The Essential Agency, we talk about being a Channel Marketing agency.
But here’s the thing: one of our most in-demand services is our ability to deliver global channel incentives.
So, while we might describe ourselves as a “channel marketing agency,” our potential clients are most likely to be typing “channel incentive agency” into a search engine or generative engine (AI). We therefore need to say we are both.
That small difference in language – It’s everything!
Why search intent matters
Being so close to your own businesses can actually work against you. We see that in too many cases; our clients often describe themselves based on their own internal language.
Usually, they use language from their mission statement or tag lines or they pull directly from a pitch deck.
But your target audience won’t often use this language. They search based on a need they have, not from a service list.
If someone’s looking to motivate their partners with a global incentive programme, they probably aren’t thinking “I need a channel marketing agency.”
More so, that they “need a channel incentive agency” or even “how to run a successful global partner incentive.”
Ultimately, if your website, content and SEO strategy isn’t reflecting their language, you’re missing out on being found by the people who need you the most.
The bases you need to cover
To show up in the right searches, you need to cover a few key bases. It starts with research!
Use the right tools to drive your research
- Google Search Console: See what search terms are already bringing people to your site.
- Utilise Googles ‘People also ask’ feature – What other questions are your potential clients asking.
- AnswerThePublic: Discover the questions people are asking around your topic.
- Chat with Sales & Support Teams: They hear client language every day, so use it.
Ask yourself the right questions
And, it’s not ‘how can I sell channel incentives’. Think about your clients first, it’s about looking at your business from the outside in.
- “If I were a client looking for this service, what would I search for?”
Usually. It’s not a service they are looking for, it’s a solution to their problem. i.e. They want to increase partner sales.
- “What would I type if I didn’t know the industry jargon?”
You will be surprised how many people don’t know the jargon you are using, even industry veterans may use something else!
- “What questions would I ask before choosing a provider?”
This is a bit like the principle of features vs. benefits. Our channel incentive solution offers a bespoke, and frankly Kick-Ass platform, but no one will care about that. If, however, I tell you that our kick-ass platform increases partner engagement by over 80% – That is a huge problem vendors have and our solution solves it.
How do I make sure I get found then!
Once you have done your research, it’s time to start mapping your internal language to your clients language, it goes a little like this…
Map your Services to their Search Terms
Once you’ve got a handle on how your clients think, start mapping your services to those terms. For example, with our Channel Incentive services we would have
| Internal Term | Client Search Term |
|---|---|
|
Channel Marketing Agency |
Channel Incentive Agency |
|
Partner Enablement |
Partner Training Programmes |
|
MDF Management |
Channel Funding Support |
|
Channel Strategy |
How to drive partner sales |
|
How to incentivise channel partners |
Channel Marketing Opportunity |
This doesn’t mean change your identity.
It means you need to translate it for search and generative engines so your content shows when it really needs to.
Optimise Your Content Accordingly
Now you know what your clients are searching for and the language they are using, optimise your existing content. Or, create new content if it makes sense to.
Website copy: Include the terms your clients are using in your home page service pages, meta data and H tags specifically.
Blog content: Write posts that answer the questions your clients are asking. For example, “What to Look for in a Channel Incentive Agency” or “How to Run a Global Partner Incentive Programme.”
This not only helps your content show against the correct search query, but will also help feed the generative results seen through AI.
Case studies: Structure your success stories using the right language. If you helped your client run a successful global incentive programme and drove partner sales, say it just like that.
Don’t simply it by saying you delivered a “channel incentive service.”
Generative Engine Optimisation (GEO) – Optimise for AI-powered search engines
Search behaviour has and continues to evolve.
It’s no longer just about what people type into search engines such as Google. It’s also about what they ask AI tools like ChatGPT, Microsoft Copilot or Gemini.
These platforms aren’t just matching keywords like traditional search engines.
They interpret the intent of the query, summarise the content available and recommend sources based on how well your content answers a user’s query or question.
So, what does that mean for your content?
It means you need to optimise not just for traditional search engines, but also for AI-powered ones.
Here’s how to stay ahead:
- Write in a natural, conversational tone – AI tools favour content that reads like a helpful answer. Not a sales pitch.
- Answer real questions and use them in headings. For example, “How do I incentivise channel partners globally?” or “What should I look for in a channel incentive agency?” These are the kinds of prompts users are feeding into AI.
- Structure your content clearly – Use bullet points, subheadings and summaries. AI tools scan these to generate accurate responses.
- Use schema markup – If you’re technical, adding structured data to your site helps both search engines and AI understand your content better.
This is why it’s not enough to just say “we offer channel marketing services.”
You need to say, “we help global vendors increase partner engagement through tailored channel incentive programmes”… Because that’s what someone might ask AI platforms or search engines.
Final Thought: It’s Not About Dumbing Down—It’s About Tuning In
This isn’t about simplifying your services or selling yourself short.
It’s about meeting your clients where they are. When you speak their language, you don’t just get found—you get chosen.
So, next time you’re reviewing your SEO strategy or writing a new blog post, ask yourself: “Would my ideal client search for this?” If the answer’s no, you will be writing content, just for the sake of writing content. It will benefit no one!