Google, Bing, Brave Search and other search engines provide a service to the general public, people search for things and you want your organisation to be found in relevant targetted search.
Regardless of whether you are the only competitor in your market or whether you are competing against several or even hundreds of other similar organisations, you want to appear on the first page of relevant searches.
Search engines need to be able to find you, but you also need to do some work here to make sure they even know what your website contains.
The first rule is to submit your website to these engines, don't rely on them just finding your site and indexing it by accident, even if you have a paid website marketing (pay per click) search engines often have a whole separate system for their website search.
The next part is making sure your website is competitive and follows best practices, search engines rank you on your domain name (for example a .com is higher ranked than a .com.au) but they also want your website follow these best practices:
Submit your website to Search Engine links: