in my startup, our publicist used to make buzz feed style listicles, consistently listing us as the second or third solution

but it was way deeper than that, because it wasn't actually about people looking up some search string, it was actually about predictably pinging the google alerts for the top company and their founders, and then my same publicist messaging them as a rando on linkedin or email suggesting that they join us for a fireside chat at a conference they had their hands in

with the fireside chat in front of everyone, and the record of it, boosting us to the collective conscious riding off of the more established brand's presence

but yeah our personal google results also looked amazing for several years too

everything serves a parallel purpose, but yeah there's almost no utility in self aggrandizing on your own homepage