Search Engines start off by crawling the web. Starting off with a list of sites following links from one page to another and collecting any external links they find. Once the first crawl has been completed, all the external links which were found in the first crawl will be next in line to be crawled. The process repeats itself over and over again collecting as much of the web as possible.
All of the web pages collected are placed in an index and is sorted by various ranking factors including but not limited to quality of content, backlinks, relevance and many more factors. When a user searches for something on Google search, it is up to the search engines algorithm to figure out indexed websites which contain relevant information pertaining to the users search phrase. Results are then populated based on the ranking factors.
What this means to you is that you need to make your website User friendly for your target market and also your site should be indexed easily by search engines. Taking your time to put yourself in the shoes of your target market helps you to create content which is appealing and useful to your target market.
For example: A baker who specializes in wedding cakes can create useful and relevant information by creating content around weddings such as best wedding venues, wedding dress maker or even guides on how to plan the perfect wedding.
Because these topics are related to the wedding cakes, it means that users will interact with your brand before they even decide on their wedding cake.
If the content you have is relevant and useful to the user, then it means there is a greater chance for the user to make use of your services as you will provided them with relevant & useful information pertaining to what they have searched for