From sales to storytelling - How to become a brand on Google Search Engines are and will remain an important channel for reaching new customers. Google in particular places high demands on website operators. Not only do companies need a fast website and must offer an excellent user experience, but branding is also essential to survive in the long term. Gone are the days when people only optimized for search engines - today the customer is in the foreground, which is why a company must become an expert in its subject area.