Today, it’s incredibly important for every brand or business to be as visible as possible online. But what do we mean by visibility? The goal is for as many people as possible who use the internet to see your company or product.

When discussing this topic, it’s essential to consider four ways you can boost visibility:

1. Among people who are online and might see you by chance.
2. Among people who are interested in the topic you specialize in.
3. Among people who want to buy or are searching for information about a specific product or service you offer.
4. Among people who are already familiar with your company.

Visibility to Everyone and Building Your Brand

The first point on the list refers to people who are not currently looking for anything you offer but are online. Visibility in this sense is mainly used for building and expanding brand strength. Social networks like Instagram and TikTok are, for example, one way to achieve this. By maintaining active accounts, increasing the number of followers, and boosting engagement, along with sponsoring posts on these networks, more and more people will see your brand. You’ll stay in their subconscious, associated with the way you’re presented (connected to an emotion they experience when they see your post—feelings of security, beauty, quality, etc.). The next day, if they search for information about a product on Google, in a store, or during a conversation with friends, they’ll recognize your brand and be more likely to choose it over one they’ve never heard of.

Visibility in Your Niche

Let’s say you’re selling real estate in Belgrade. Through your website content or social media, you’re addressing the concerns of potential buyers. These don’t have to be just about the properties you’re selling but also about mortgages, home decoration, moving, etc. In other words, anything that someone who plans to buy a property in the next few months might be thinking about. If you do this well, optimizing your site’s content through SEO and sharing advice in short TikTok videos, that future potential buyer will find you, and you can provide them with useful information. When they decide to make a purchase, they’ll remember you.

Visibility of a Specific Product or Service

Google is most important here, both through ads and organic search results. For local customers, visibility on Google Maps is also crucial. When someone is already searching for something specific to buy, they often turn to Google, and here your visibility needs to be high. Ideally, you’d have one position in Google ads, one in organic search results (SEO), and one on the maps. In some cases, Google will also display a few image and video results. Appearing there, too, can only be beneficial.

Visibility Among Those Specifically Looking for You

This seems the easiest, and many neglect it because they assume it’s obvious that people will find them. However, many clients have contacted us precisely because of this problem. Some weren’t even aware of it until we pointed out that they don’t control a significant number of Google results when someone searches for their company. You can lose a lot in terms of reputation here, or simply someone looking for you might end up with another seller because they stumbled upon them while searching for you.