SEO by industry: surprising differences in optimization strategies


Search engine optimization on autopilot does not work. It requires an individual approach tailored to your industry. This article describes SEO by industry, making SEO different by industry and what to focus on by industry.

It is important to understand that your SEO team is engaged in countless tasks. In fact, search engine optimization is a very diverse field with a wide range of actions and options from which SEO experts can choose. Your SEO experts need a wide range of skills to pinpoint the exact course of action. Focusing on the wrong action in the wrong place is basically a loss of SEO budget.

The size of the business is also crucial when it comes to understanding what SEO strategies are needed. What works for small or medium-sized businesses may not necessarily work for large corporations with large websites. The industry plays an important role in what works and what is best left alone. That’s why it’s so important to understand the different subtleties and adopt a strategy that will keep you one step ahead of the competition.

SEO by industry: understanding and implementing a successful strategy

B2C vs. B2B: Meet your SEO audience

SEO in a corporate context is significantly different from SEO in typical consumer topics. The basic search conditions are also different:

  • B2B keywords typically have significantly less search volume than the B2C sector. This is not surprising, as fewer users will be looking for relevant topics in this area.
  • B2B topics are usually much more complex than in B2C. This means that you need to be very careful when creating content and focus on providing high quality professional resources. Outsourcing content creation can be an important time and cost factor – but it’s worth the investment.
  • In general, the competition from SEO on B2B topics is less than we would encounter in the consumer sector. This makes it easier to monitor the competition and stay one step ahead of them on search engine results pages (SERPs).

While consumers seek information on everyday topics, B2B focuses on business knowledge and industry expertise. This inevitably affects your SEO strategy. For example, you will need to find different sets of keywords and know the specific search interests of your business audience. In-depth knowledge of a particular area of ​​B2B is an ace up your sleeve. Ideally, we would work in this field ourselves and know which topics are currently currentwhat users are looking for and what content is actually relevant to your target audience.

More sales through organic traffic: SEO for e-commerce

For an online store, search engine optimization is pretty straightforward. Not only do you need a technically efficient online store, it is also important that you have good content about the products on offer. Online stores with lots of useful information and descriptions are great examples of good SEO, while websites without product descriptions, images or textual content leave spiders lose a little.

In e-commerce, quality category texts and good product descriptions are key. Also, guides on the products you offer are an integral part of good SEO in this sector. When it comes to search engine marketing, there are many tasks that marketers need to monitor, including:

Technical optimization: In e-commerce, the system behind online commerce is the foundation of any SEO strategy. That is why it is so important that it works effectively. Another important item on the list is usability. This key ranking criterion should not be neglected, especially in e-commerce. If the usability of the store is poor or the shopping process is prone to mistakes, people will not buy – period. Poor page architectures are also not very popular with the Google spider. So, in addition to choosing a professional system provider, other absolute needs include regular page optimization, regular fast loading times, and error-free pages optimized for mobile devices.

Smart keyword research tactics: With ecommerce SEO, you need to be smart when researching keywords. Not every customer knows what your products are called. Therefore, it is also important to include search terms that describe your company’s product or service. For example, if you’re selling “tick tweezers,” that means including descriptions like “what to do if you get bitten by a bench” and so on. Texts about products and categories should not be designed solely with SEO in mind. Create useful and informative content that gives users, if nothing else, an incentive to buy. In addition, SEO texts in e-commerce require a certain length – the minimum for a product page is 300 words.

Image optimization: In e-commerce, compelling visual elements are important when it comes to creating sales. Therefore, it is important that you do not neglect your SEO image. Make sure the image files aren’t too large, and include keywords in the title and alternate text and image file names.

Building links: Building a backlinks portfolio is an important area of ​​e-commerce SEO. Guest blogs on other sites are a great way to link back to your store or directly to individual products. Ideally, you should also generate backlinks from product recommendations from satisfied customers. Best advice: Actively encourage your customers to recommend your product or service by adding a customer rating request to your online ordering process.

Preserve overview: It is not always easy to track SEO and keyword related issues, especially in e-commerce and large store systems with hundreds of pages with categories and products. This can often cause cannibalization of keywords in duplicate content, problems that can be prevented by keyword mapping. This proven method involves creating a list of subpages and groups of pages that you want to sort for specific topics and keywords. For example, you can do this in a spreadsheet program.

SEO in the healthcare sector

There is no recipe for perfect SEO in the healthcare sector either. When you search for SEO for doctors, pharmacies and other healthcare facilities, you can’t just have the courage to check things out. You really need to know exactly what you are doing. Health is a sensitive topic and missing or incorrect information can have serious consequences. Take, for example, essential patient guides with self-medication tips. As a result, healthcare SEO requires a particularly high standard of content quality. This type of content falls into the YMYL category: Your money or your life. When the information provided deals with such key topics as these, it is best if the source is a reputable expert.

In business terms, local SEO plays an important role in the healthcare sector. Many doctors with private practices rely on being found in the immediate vicinity of their practice. Nowadays, it is common practice for people to search for a doctor online using Google or another search engine. Therefore, it is crucial that healthcare sites are optimized for local searches and ranked high in local search queries. The same goes for pharmacies and other healthcare facilities competing for local customers.

lastly, Google’s EAT score it plays a particularly important role in the health sector. As professionals, physicians need to earn the trust of patients and potential clients. That’s why it’s so important for healthcare professionals to position themselves with a clear personal brand as someone with authority and expertise in their field.

Search engine optimization in finance

SEO for the insurance industry and SEO for banks have some characteristics that are similar to SEO in the medical sector. By definition, they can be quite complex topics that require special care and expertise. In the financial sector, the numbers need to add up. Therefore, it is not advisable to write your own content unless you really know your stuff. If you are unsure, you should outsource the creation of SEO content to an experienced editor.

In the financial sector, it is important that you tackle the problems that are specific to this area, as well as the need to find your target audience. Financial products are usually complex and use terminology that is foreign to the layman. And that’s why we recommend that you take the time to do good keyword research. key words such as “buying a house” or “pension plan,” they often have a hundred times greater search volume than terms like “house financing” or “occupational pension scheme”. In other words, financial SEO always requires a certain level of understanding “SEO psychology.” Put yourself in the shoes of your target audiences, think about how to search for relevant topics and where you can find common ground for useful search engine optimization.

Best Tips: How to evaluate your SEO strategy

Like other marketing professionals, SEO professionals are usually under the most pressure at the end of the business year. That’s when they’re expected to justify the budget provided by the management team – and they need solid numbers for that. This gives your SEO leads the opportunity to see clear results. But how do you measure success when it comes to search engine optimization? Is that even possible? Answer: remarkable yes.

  • SEO ROI is one way to prove your own ranking successes. If Google indexes your pages in the top places for terms that are relevant to your business – ideally ahead of your main competitors – this is a win. In addition, mapping top rankings to their average clickthrough rate and consequent product page conversions is just one way to show a return on investment.
  • Web tracking using Google Analytics Google Search Console or another suitable tool is a good way to see what is really important in terms of SEO, that is, how much more organic and paid traffic you can generate through SEO.
  • Or why not go even further and try individual tracking and targeting? For example, Google Analytics purpose tracking provides accurate information about how search engine users have contributed conversions and sell on your sites.
  • Some SEO tools also offer individual KPI features that you can include in your reports. One of these is the value of SEO traffic. This value calculates the monthly cost of traffic from all the keyword rankings on the site as if it were running Google Ads. The amount of traffic is then multiplied by the CPC of the relevant keyword. The resulting total value gives you a good idea of ​​how much the SEO measures you have taken in your industry are worth.

Now use everything you’ve learned as a starting point with the SEO experts on your team. How is your SEO strategy measured against these industry best practices?

Need help figuring out where the opportunities are? Our digital strategy team has a wealth of insight. Learn more.


Leave a Comment

error: Content is protected !!