I read something powerful recently and I wish I could remember who wrote it.

It was one of those things that you read quickly, think “makes sense,” then realize later how strong it is.

Like a time-released medication.

Here it is:

“Be the end of the search.”

It was in reference to SEO content, but it feels like, metaphorically, it could extend so far beyond web search results.

But, let’s start there first.

We’ve all been there.

You Google a phrase looking for an answer to the current problem you need to solve.

Cue the top-ranked articles for that keyword.

You click one.

Skim.

Note the advice.

Click “back.”

Pick a new result.

Skim it.

Very similar advice.

Click “back.”

Next result.

Same advice.

Ok, so they’re all saying the same thing: Do X, Y, Z.

But, maybe, just maybe, there’s a standout result.

It’s… better.

Less repetitive.

More actionable.

Worth adding to the swipe file.

Worth going ahead and executing on because the instructions are clear.

And you are also now aware of how the brand that published this actionable advice could further help you.

You didn’t go back to the search results.

Instead, you saw more content they created and recommended as helpful and thought, “Oh, yeah, I should look into that, too.”

Or you felt compelled to subscribe to receive more.

Or explore their case studies.

You might not convert on this blog article / video / whatever that was good enough to rank but different enough to end your search.

But now you have the most compelling version of the answer you were looking for and are aware the company that published it exists and sells a thing you might need.

Let’s think about the end of a search.

It’s the moment when you find what you are looking for.

The moment when you decide, “Yes. Let’s try this.”

Search happens in search engines, but it also happens in private networks, on social media networks (hello, TikTok is crazy popular for search now), in peer-to-peer conversations, and, basically, everywhere.

Think of it like the hiring process.

At some point, a hiring manager decides that a candidate is “the one.” The search is over. That person gets the offer. And the paycheck.

Your content, in whatever medium you distribute it—newsletter, blog, videos, paid media—should feel like the end of a search.

“I need a good resource for X.”

“Oh, brand Y creates trustworthy content about X. In fact, it’s so good, I’ll subscribe and stop looking for more.”

Your content goal: no “going back.”

If you posted about this concept recently, thank you. It stuck with me. Let me know who you are and I’ll give you the credit you deserve.

Ashley Guttuso