Search for products that have to be understood before they are bought

What makes this sector hard

• Category terms are dominated by review sites and aggregators you cannot outrank head-on
• A buying committee of four to six people, each searching for something different
• Product-led content competes with the documentation team for the same queries
• Long sales cycles make last-click attribution actively misleading
• Paid search is expensive because every competitor is bidding on the same category terms

How we approach it

• Map the buying committee, not just the economic buyer, and build content for each role
• Own the problem-aware queries before the product-aware ones, where competition is lower and influence is higher
• Publish comparison and evaluation content you can defend, rather than ceding those queries to review sites
• Run LinkedIn and Meta for demand creation, measured on pipeline rather than last click
• Use offline conversion import so paid platforms optimise towards qualified opportunities, not trial sign-ups
• Track AI Overview citations for category questions — that is where discovery is moving