You either play the Organic SEO game or you Pay to Play (Ads). Google as a search engine is now useless when it comes to searching for a tool/software etc because everyone has gamed the "Best software for xyz" etc. But what's the alternative ? None. There are these "review" websites like Capterra/Software Advice/G2 and again you have to pay to play. You can technically get a review from a customer and get listed BUT if you want to be shown on the main page for that category, you need to pay crazy PPC.
Source: I play this game since I run a software business. Would love an alternative but there are none. You either Play the game or you Die.
Source: I play this game since I run a software business. Would love an alternative but there are none. You either Play the game or you Die.