SEO for everyone: This is what different industries need to pay attention to
In our 25 years of experience as an agency, we at COCO have seen a lot of industries. From B2B corporations to craft businesses: COCO's content marketing team will explain to you how to Industries at SEO distinguish. After that follow Basic SEO Tips for 8 branches.
Is SEO actually dependent or independent of the industry?
Later in the paper, we discuss various industry-specific SEO measures. First of all, it is worth considering the aspects in which the SEO of different industries and in which does not differ. The most important points for SEO are link building and content.
Link building and content in SEO industries
At Linkbuilding is about the fact that Google better evaluates pages that are linked from other pages. But if your page is linked by untrustworthy pages, it will be rated worse by Google. So you have a lower probability of being found by potential customers. Good link building is important and valuable in any industry.
Content, on the other hand, differs greatly between industries in some cases. With content, we talk about the content on the page. The text of a page must contain the search terms (keywords) with which your page should be found. How the content is designed differs greatly between industries. An online dog toy retailer has different topics and tone than a bankruptcy lawyer. What unites the content of both companies in this example, however, is the basic Quality characteristics for content. In both cases, the content must be easy to read and contain links, for example.
Different keywords for different industries
Relevant keywords must be researched in every industry. After all, you want your potential customers to find your company. Depending on the industry, you have more or less competition on Google with your product or service. The probability that your website will appear on the first page of Google is lower for "summer dress" than for "agricultural machinery mechanic". Accordingly, keywords (abbreviation: KWs) with high competition require more work in order to rank well on Google.
Here on the picture you can see the average monthly search queries of "agricultural machinery mechanic" and "summer dress". Although significantly more people search for summer dresses on the Internet, websites here also have more competition. On Google, there are 360 thousand results for agricultural machinery mechanic. For summer dress, you have to compete against 4 million other pages.
In addition, the SEO optimization of the competition varies greatly from industry to industry. For example, flight comparison portals are better optimized than dog groomers. So your SEO successes and the amount of work that needs to be invested depend on the competition. Every good SEO agency will therefore compare the competition with their SEO Strategies and errors.
The importance of Local SEO for industries
For some industries, local proximity is more important than for others. If someone searches for "men's shirt," the customer probably wants to buy it online right away. When a customer searches for "laundromat," proximity is sometimes the only decision criterion. That makes Local SEO significant. If proximity is important, as with mechanics or restaurants, the business must show up on Google Maps. In this example, Google displays a Google Maps window with various laundromats as a second. A potential customer will not scroll much further.
Industries also differ in the type of keywords. For example, B2B companies (companies that have other companies as customers) usually search keywords with industries a lot. For real estate agents, mostly the place where the customer is looking for real estate is searched.
Customer Journey is not the same for every industry
Industries also differ in the Customer Journey. Who buys a car, for example, will perhaps first search for "reliable small car", then for "Toyota iQ experience" and so on, until after many searches, a few weeks and consultation with the family a car is bought. On the other hand, someone looking for a salad servers will google "salad servers" and may have ordered one after 10 min and no more Google searches.
For industries, it is good for the ranking if the users click on your page and stay there. Google then thinks that the user has found what they were looking for on your page. The Bounce rate should therefore be as low as possible. What is a good bounce rate, however, differs greatly between industries. Someone searching "marble cake recipe" can get all the information brought within a minute on a recipe page. Searching for an evening gown on a fashion site is likely to involve a bit of clicking around to filter by size or color. That means a high bounce rate would be much more devastating for "evening dress" than for "marble cake recipe".
Technical SEO for any industry
There is also the large area of technical SEO. Here there is less difference between the industries. Google prefers pages that load quickly and work well. That is, broken links and long loading times, for example, stand in the way of your good ranking on Google.
You could fill a separate blog post on each of the points mentioned. They therefore only serve as a rough overview, so that you are inspired to think about what is important and relevant for your company.
SEO for online stores
For online stores, success stands and falls with SEO. If a local store is not well placed on Google, a few customers will still discover it when walking by. Online stores can almost only get customers through online marketing and SEO. Therefore SEO for online stores a priority.
Let's consider three page types here first: Home page, category page and product page. For example, let's say you have a dresses online store. The home page should then rank with the keyword "buy dresses" and "dresses online store". The category page for summer dresses should consequently rank with "summer dresses" and a product of a yellow v-neck summer dress should pick up these specific keywords. The placement here is done in SEO texts and in meta descriptions. The latter are the texts that are displayed in Google results.
In the previous examples, only "transactional keywords" have now been included. This means that for both "dresses online stores" and "yellow summer dress" the user has the intention to buy a dress. However, informational keywords like "dresses trends 2023" or "dresses for my body shape" can also have value for your business. These can be picked up if the store page also has a blog integrated.
You should also look at the SEO for webshops have an eye on technical aspects, which were briefly discussed in the first subitem.
Since SEO for webshops such a priority, at least one person to one department should take care of it only, depending on the size of the company. Alternatively or additionally, one can get support in the form of an SEO agency fetch
SEO for B2B
In B2B companies, the priorities are often divided differently. In most of them, there is no dedicated SEO officer, but fall under the remit of someone else. That's why it's very important here to set the priorities right.
Keywords at SEO for B2B have a smaller search volume and less competition. Good content that covers a topic holistically can therefore find the right target audience faster. Answer all W-questions and pick up other KWs that are related to the topic. Always keep the reader's intention in mind: When this keyword is entered, does the user want to buy something or get information?
As B2B companies communicate with other companies, they use a lot of terms that would not be understandable to outsiders. If your target audience is a specific industry, you don't have to try to be understandable to everyone. On the contrary, using technical terms signals your expertise to your readers and Google, and is therefore not harmful to SEO for B2B.
For some B2B topics, content creation can be difficult because there are no good sources of information on Google for these topics (yet). But this is exactly where you can shine, because colleagues, professional literature and yourself are rich in expertise.
SEO for doctors and clinics
At this point, Local SEO needs to be discussed in a bit more detail. At SEO for doctors and other medical services, this is particularly important. If you search for "dentist", the Google algorithm shows you a section of Google Maps with dentists from the surrounding area. This must be a SEO for dentists in this example. With a business account at Google, you can, for example, store opening hours for your company on Google Maps or link your website.
Also, sites like Jameda are very high on Google results for doctors. Therefore, it is with the SEO for doctors necessary to be represented here.
To minimize the bounce rate mentioned above, the website must be easy to navigate. Why is the person on the page? A navigation bar should therefore lead the user to the most obvious subpages, such as contact, opening hours, FAQ, etc.
Having a team page can build more confidence in the expertise of the staff. At SEO for clinics or dentists may also be able to Before and after gallery Picturing successes.
New findings in the field and other medical topics are perfect for using good content to impress Google and prove the practice's expertise.
SEO for law firms and lawyers
Also with the SEO for lawyers you can not underestimate Local SEO. As in the previous point, you should place yourself on Google Maps through a Google My Business account. On the website, the keywords should also include the location. Choose as headlines not only "family lawyer", but "family lawyer Rosenheim".
The 10 most common searches that begin with "divorce lawyer" almost all include a place name. For the SEO for lawyers Therefore, in most cases, a clear local reference is elementary.
Lawyers have a bad reputation among many segments of the population. Therefore lift with SEO for law firms credibility through quotes from third parties on the website or through good reviews in comparison portals.
SEO for craft
A local reference is also found in SEO for craftsmen important. In the case of a burst pipe, it is less important who comes, as long as someone comes soon. At SEO for craft is therefore a clear focus on Local SEO. As already mentioned, your company must be found on Google Maps and keywords with local relevance must be used on the website.
Content has been mentioned several times in the context of this article.
Good content helps to rank well on Google. Craftsmen have many opportunities here to produce good content through topics that really interest people. For example, a plumber might write a post on how to prevent pipes from clogging. These posts from your expertise have the ability to reach many people, which helps the overall ranking of your website.
SEO for brokers
SEO with a reference to place is at SEO for real estate probably more important than in almost any other industry. However, this also means that local keywords are highly competitive. In most cases, you as a real estate agent will not be able to compete against Immoscout24 or Immowelt in terms of SEO. Of course, it is a consideration to offer your own services and/or real estate on one or more of these platforms.
In addition or as an alternative, the SEO for brokers Longtail keywords are used. The idea of long-tail keywords is that these keywords have few monthly searches. But if many of these long-tail keywords are SEO optimized, then that can be more valuable than a few big KWs. Finally, the competition is lower for long-tail KWs, which can be a good opportunity in general SEO for small businesses. At SEO for brokers this is mainly about hyper-local keywords. So instead of the city, the street is listed in the keyword.
At SEO for brokers good content is also important. A good real estate page in a neighborhood will describe your client's future home in detail, including the nearby school and public transportation connections. This proves your expertise and builds trust. You can also include other long-tail keywords such as "luxury apartments".
SEO for the travel industry
SEO for travel agencies and other companies in the travel industry involves a lot of effort. The travel industry is above average digital. Most customers plan and book their trips on the Internet. This means that the big players have already established themselves very strongly here. At SEO for hotels Local SEO and working with these strong partners are very important.
You probably won't get on the first page of Google for "Spain vacation". Therefore, think about which niche topic you can place among the first 10 search results. But not only the big booking sites are your competition. Often Google itself can become your competitor. For example, take a look at the search result for "Munich sights":
After the purchased rankings, the first thing you see is a gallery from Google with the most popular sights in Munich. A list from your website on the topic of "top sights in Munich" would therefore have to offer something that Google has not already covered. Nevertheless, the user's search intention must always be kept in mind. For this search query, the user probably does not want long texts.
You can see another important competitor in this screenshot. München.de is the official site of the city of Munich. These sites of the tourism authorities of the respective countries and cities have in most cases better cards than commercial travel providers. One reason for this are the qualitative backlinksthey have. After all, they are often (and rightly) used as a source.
But even if you rank well for keywords related to location, this can change very quickly. An example here would be the World Cup. Normally, when a user searches for "Portugal", they see a lot of tourist content. At World Cup times, game results dominate. Here it is also not worth fighting against it. In other situations, such as a major earthquake, you can consider creating content for this purpose. This can also make sense on its own to relieve customer support. If your customer finds the information they need on the website, they don't have to email or call.
In principle, the customer journey in the travel industry is very long. Since travel is often expensive, there are often several steps between the initial search and the transaction. You must therefore strive to be the last step. Offer your customers a booking directly. The date choice from which the customer comes to the offers should be placed prominently. This is for SEO for hotelstravel agencies and the entire travel industry.
This post is meant to get you started about the different things that may be relevant in your industry. Hopefully you are now ready to start SEO of your company to tackle. Depending on your budget, you can put in the work yourself and/or get support from our SEO agency from Munich.