When you are looking to buy something niche - do you pick up yellow pages? Wait for a cold call from a supplier? Drive around town until you find a shop that sells it?
Most people are short of time - they pick up their smart phone and 'Google it'.
The question that they type ask, and the results Google returns - coupled with their knowledge of the subject, brands and their location - will affect what website they visit. Then and. even if and when they click on a link to a website - the relevance of the page they see will quickly influence whether they engage with a business or simply move on.
How well prepared is your business? Do you have a strategy to help and engage each type prospect? Do you know who visits and what they need?