Industries We Know Well Enough to Argue About

No — it means we have not written the page yet, and the list reflects where we have enough specific knowledge to say something useful rather than the limits of who we work with. The mechanics that actually determine how a marketing programme should be built are structural rather than categorical: whether a purchase is urgent or considered, whether one person decides or several, whether demand is seasonal, and whether buyers search locally or nationally. A veterinary practice and a dental practice sit in different industries and behave almost identically on those four axes. If you tell us what your business does and how people currently find you, we can usually place it against something on this list within a conversation. The pages here are proof of how we think about a vertical, not a gate on who we take.

Not in the same category in the same market, no. Two roofing companies in Pinellas County competing for the same map pack positions cannot both be served honestly by the same agency, because the work that helps one necessarily costs the other. We treat the boundary as category plus market rather than category alone — a roofer in St. Petersburg and a roofer in Jacksonville are not competing for the same searches, and we would take both. If you are considering us, it is worth asking early whether we already hold that slot in your market, because the answer determines whether the conversation is worth either of our time.

The tactics genuinely are similar; what differs is the judgement about which tactics to skip. Knowing that a Florida law firm page has to satisfy Bar advertising rules before it can be optimised, that injectable treatment pages carry prescription drug promotion risk, or that a roofing campaign should be structured around a storm season that compresses a year of demand into weeks — none of that is SEO knowledge, and all of it changes what a competent SEO programme looks like in that vertical. The cost of not knowing it is not usually a bad ranking. It is a page that ranks and then has to be pulled, or a budget spent evenly across a year in a category that only pays out in two months of it.

The first concrete deliverable is a diagnosis, and it is the same diagnosis regardless of vertical: whether your site can be crawled and indexed at all, whether you appear where your buyers actually search, whether your pages compete with each other, and whether any paid spend is optimising toward something real. What the vertical knowledge changes is what we do with those answers. In a category with a compressed season we would sequence the technical work to finish before the season rather than during it. In a regulated category we would get compliance review into the workflow before pages are published rather than after. The diagnosis is standard; the sequencing is where knowing the industry earns its keep.