Search is a great surface-level activity.
In less than 10 seconds, especially if your Google-fu is strong, you can find just about anyone or anything.
Cool. Cool? Cool. Sure.
But being found is a next-level activity. And a problem (that’s masquerading as an opportunity).
Once you search something with a question (“oh my god is this poison ivy?!”), you need a hook to go past the proverbial itch being scratched to find out specifics (“top 10 ways to cure poison ivy fast!”). It also explains all the annoying title-hooks you can learn if you want to learn this type of thing.
Professionally, we’ve all got this problem. If we’re good at what we do, we have to both be searchable and findable.
Knowing how you’ll be searched is knowing the types of questions that lead to you.
Knowing how you’ll be found requires we can articulate the job-to-be-done so our searchers can say, “that’s it!”
Knowing what they’ll search for isn’t enough. We have to understand how and why they’ll find us.