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SEO consultant: every industry has its own rules.
A lawyer doesn't do SEO like a plumber, nor a manufacturer like a jeweller. The constraints change (professional ethics, seasons, business clients), and so do the searches. Here's how I approach each sector.
Building and home
ConstructionA homeowner with a leaking roof or an extension project doesn't read ten websites.
PlumbersWhen a water heater gives out on a Sunday morning, your future customer picks up their phone, types “plumber” and the name of their town, then calls one of the first names shown.
ElectriciansPeople search for electrical work in two ways.
RoofersPeople rarely look at their roof.
BuildersNobody orders an extension or an opening in a load-bearing wall on a whim.
JoinersTo the customer, the word “joiner” covers two different trades.
LocksmithsSomeone locked out at 10 pm doesn't compare.
Kitchen designersBefore setting foot in a showroom, a homeowner spends evenings looking at kitchens online.
BathroomsRedoing a bathroom is expensive and puts the house out of action for several days.
TilersWhen someone types “tiles” into Google, they see shops.
Painters and decoratorsA homeowner who wants to repaint their living room or their façade is spoilt for choice.
CarpentersA timber extension or a roof frame to repair is a big budget for a family.
Façade specialistsA homeowner who wants to redo their façade is already heavily canvassed.Conservatories and pergolasA conservatory is a big budget and a long decision.
Stoves and fireplacesPeople choose a stove well in advance, then everyone wants it fitted before the cold sets in.Alarms and CCTVWhen someone looks for an alarm, they first see subscription offers, backed by big advertising budgets.
Pool buildersNobody buys a swimming pool on a whim.
LandscapersA homeowner who wants to redo their garden starts by looking at pictures, then searches for a landscaper near them.Energy
Solar panelsA homeowner thinking about solar has often already had three calls from cold-callers and filled in a form on a comparison site.
Heat pumpsReplacing a boiler with a heat pump is a big expense, and the customer knows it.
Air conditioningPeople search for air conditioning in waves.
Energy renovationYour customers have been called ten times by strangers promising them almost free work.Health and aesthetics
Private clinicsA patient who needs an operation doesn't type your clinic's name first.Aesthetic medicine and surgerySomeone considering an aesthetic procedure thinks about it for a long time, often alone and without talking about it.Hair removal centresNobody books laser hair removal on the day the idea occurs to them.
OpticiansSomeone leaving the ophthalmologist with a prescription can choose between several shops, sometimes on the same street.Hearing aid specialistsNobody looks for a hearing aid specialist on a whim.Restaurants, tourism, events
RestaurantsPeople choose a restaurant on their phone, often shortly before sitting down to eat.
BarsChoosing a bar happens fast, in a group, often in the street.
CaterersA caterer isn't chosen in ten minutes.
Hotels and B&BsA traveller discovers your establishment on a booking platform, then types your name into Google to see your website.
Campsites and outdoor accommodationA holidaymaker looking for a campsite first comes across booking platforms, comparison sites and holiday directories.Travel agenciesToday a flight or a hotel night is booked on big websites, in a few minutes.
Event agenciesA company preparing a corporate retreat starts by looking for ideas, a venue and a budget.Wellbeing and personal support
Wellbeing professionalsYou work alone, you see clients a good part of the week and you have few hours left for everything else.
SophrologistsSophrologists are numerous, often recently set up, and many describe their work with the same three words: relaxation, breathing, serenity.HypnotherapistsIn every town, several hypnosis practitioners present themselves with the same words and appear in the same directories.NaturopathsA naturopath writes on sensitive ground.
Wellbeing massage practitionersWhen someone looks for a massage, they type the word and their town, look at the Google map and pick one of three profiles.Yoga teachersPeople choose a yoga class close to home, at a time that suits them, for a given level.
CoachesThere are lots of coaches, and their websites look alike: the same words, the same photos, the same promises.
Beauty salons and hairdressersOn a single street there are sometimes several hair salons and beauty salons, all on the same booking apps.
Gyms and studiosAn independent gym or studio shares its town with chains advertising cheap memberships on every billboard.
SophrologistsSophrologists are numerous, often recently set up, and many describe their work with the same three words: relaxation, breathing, serenity.HypnotherapistsIn every town, several hypnosis practitioners present themselves with the same words and appear in the same directories.NaturopathsA naturopath writes on sensitive ground.Wellbeing massage practitionersWhen someone looks for a massage, they type the word and their town, look at the Google map and pick one of three profiles.Yoga teachersPeople choose a yoga class close to home, at a time that suits them, for a given level.CoachesThere are lots of coaches, and their websites look alike: the same words, the same photos, the same promises.Beauty salons and hairdressersOn a single street there are sometimes several hair salons and beauty salons, all on the same booking apps.Gyms and studiosAn independent gym or studio shares its town with chains advertising cheap memberships on every billboard.Wellbeing schools and training
Wellbeing training providersSomeone who wants to train in naturopathy, wellbeing massage, reflexology or yoga teaching compares options for weeks.Sophrology schoolsSomeone who types “sophrologist training” isn't on their first search.Hypnosis schoolsThe search “hypnosis training” mixes everything up: weekend workshops, video courses, stage hypnosis and long professional courses.Coaching schoolsThe typical candidate for a coaching school has a job, years of experience and a comparison spreadsheet open.
Property and motoring
Estate agentsBuyers go through property portals, and you already pay for your place there.Property surveyorsYour client didn't choose to need you.ArchitectsA homeowner who wants to extend their house or convert a barn takes months to decide.
Garages and body shopsA car that won't start on a Monday morning, an orange warning light on the dashboard, a dented wing in a car park: in every case, the driver gets out their phone.Car dealershipsSomeone looking for a used car almost always starts on a listings portal.Driving schoolsSigning up for driving lessons is often a decision made by two people.BrokersA buyer looking for a broker first sees comparison sites, online brokers and banks' websites.
Garages and body shopsA car that won't start on a Monday morning, an orange warning light on the dashboard, a dented wing in a car park: in every case, the driver gets out their phone.Car dealershipsSomeone looking for a used car almost always starts on a listings portal.Driving schoolsSigning up for driving lessons is often a decision made by two people.BrokersA buyer looking for a broker first sees comparison sites, online brokers and banks' websites.Business and B2B
ManufacturingIn manufacturing, almost nobody searches for what you make.
DigitalYou build websites, software or apps for others, and your own has been waiting for two years.Software publishersYou sell software online to businesses.Training providersAn HR manager looking for training first comes across online catalogues, directories and marketplaces.Recruitment agenciesYour agency has two audiences.
Cleaning companiesYour clients are businesses, property managers, shops and medical practices.Communication agenciesYour agency knows how to make its clients visible.
PrintersFor business cards or standard leaflets, your customers find online printers first.Hauliers and logistics firmsIn transport, part of the freight goes through freight exchanges, chartering platforms and freight forwarders.
AccountantsA founder looking for an accountant first comes across online firms, comparison sites and national networks.Retail and advisory
JewelleryA piece of jewellery is rarely bought on a whim, and almost never without searching first.Wines and spiritsSomeone looking for a bottle, a cellar visit or a supplier first finds marketplaces, online wine merchants and activity booking platforms.
PhotographersA couple looking for their wedding photographer first finds supplier directories and matchmaking platforms.Wine shopsPeople go to a wine shop to get advice.
FloristsA bouquet is often ordered at the last minute: a forgotten birthday, a bereavement, a celebration that falls on a Sunday.
Bakeries and patisseriesNobody compares ten bakeries online.
Small businesses & SMEsYou run the business, you manage the staff, the bank and the unhappy customers.
LawyersSomeone looking for a lawyer rarely types “lawyer” on its own.NotariesPeople walk into a notary's office at specific moments: a purchase, a marriage, a gift, a death in the family.Removal companiesWhen a family is preparing to move, they type “removals” and their town, then fill in the first form they find.
Funeral directorsWhen a death occurs, the family has to choose a funeral director within hours, often from a phone and while grieving.E-commerceSelling without paying for every click.Support services
By town
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