When you search the internet, have you ever wondered why certain results appear first? Behind every click, there are "invisible" companies—specialized agencies working behind the scenes to ensure that brands and businesses stand out in the digital world. These companies use tools and create plans to make their clients more visible and accessible to the right audience.

BEEQ, a Portuguese electric bicycle brand based in Vila Nova de Gaia, has been using this strategy to grow its community, which now has over 20,000 users on social media and other digital platforms. In this case, they are working with Webcomum, one of the several “invisible” web development companies focused on this type of business, and it explains, in summary, its modus operandi.

Based in Porto, Webcomum uses strategies such as SEO (Search Engine Optimization) and PPC (Pay-Per-Click) campaigns, as well as Google Ads and Meta Ads, to ensure that a client, like BEEQ, has the best possible positioning in search engines. "This combination maximizes visibility and makes the brand more competitive," explains Daniela Madeira, Performance Marketing Manager at Webcomum. Thanks to these “tactics,” BEEQ, the case study used here as an example, saw a direct impact on its brand awareness and test-drive bookings, with a reduction in the cost per acquisition.

This year, the campaigns developed brought around 200,000 users to BEEQ's website, of which 119,000 were new visitors, according to Webcomum. Additionally, test-drive bookings are nearing 3,000. According to Daniela, the secret lies in the combination of SEO and PPC, "as brands only pay for ads when there is direct interest from the user," that is, when they click on the ad.

This strategy also allows for "more immediate results, placing ads at the top of searches when users are actively looking for related products or services. This combination of SEO and PPC maximizes visibility and makes brands more competitive," highlights Daniela Madeira.

According to this expert, paid media involves all forms of advertising in which brands pay to promote their products or services. "This work can be done on various platforms, including search engines and social media." The goal is to reach a "broader audience, generate qualified traffic, increase conversions, and promote brand recognition," she adds.

Through PPC (Pay-Per-Click) campaigns, in turn, it is possible to take a “more efficient approach” concerning BEEQ's focus on e-commerce sales, test-drive bookings, and brand awareness.

In a scenario where business competition intensifies by the day, the battle to capture and retain the target audience's attention takes place behind computers, through planned digital strategies. Whether through SEO, PPC, or personalized campaigns on platforms like Google and Meta, these companies play a key role in ensuring that brands not only appear at the top of search engines but also generate real results, such as new customers and increased sales.

Thus, in an era of fierce competition for online space, digital visibility is a necessity, and the "invisible" work of these companies is a weapon for winning over customers.

Read Highlight in Forbes.