By Tanya Ganian · · 3 min readSEO works in almost any industry where customers search online for what you offer: homeowners search for roofers, businesses for accountants, parents for tutors, shoppers for products. Whether it will work for you depends less on your industry and more on your customers' search behaviour, and on how competitive those searches are. If people don't search for your product yet, other channels may need to create awareness first.
Start with customer behaviour
Short answer: ask yourself, "Do potential customers search online for what I offer?" For example:
- Homeowners search for roofers
- Businesses search for accountants
- Parents search for tutors
- Shoppers search for products
- Companies search for marketing services
If people search for your products or services, SEO is an opportunity. Keyword research shows how many people search, using which words, and how hard those searches are to win.
What if nobody searches for my product?
Some businesses sell new or unusual products that customers don't know exist yet. SEO is less effective for winning customers quickly in that case, because there's little search demand to capture. Social media, advertising, public relations or educational content may need to create awareness first. Once people know the category, they start searching, and SEO becomes worthwhile. See SEO vs Meta Ads.
Every industry needs a different approach
| Business type | Where SEO focuses |
|---|---|
| Local restaurant, salon, clinic | Google Business Profile, reviews, Google Maps |
| Contractor, home services | Service pages by city, reviews, photos of work |
| Law firm, accountant, consultant | Detailed service pages, expertise, FAQs |
| Manufacturer, B2B supplier | Product specs, applications, technical content |
| Online store | Product and category pages, structured data |
The keywords, content, competition and customer journey all differ. That's why a generic SEO package rarely works well.
How competitive is your industry?
Search your main service and city on Google. If the first page is full of large directories and well-established competitors, expect a longer timeline and focus first on more specific searches. See how long SEO takes.
The bottom line
SEO can work in many industries, but it should be based on how your customers actually search rather than a generic formula. Before investing, find out what they search for and how competitive those searches are.
Our free audit answers exactly that for your business. Learn more about SEO in Montreal or read does my small business need SEO?
Frequently asked questions
Does SEO work for every type of business?
It works for most businesses whose customers search online for what they offer. It's less effective for brand-new product categories that nobody searches for yet.
Does SEO work for B2B companies?
Yes. Business buyers research suppliers online, often with detailed, specific searches. Clear service and product pages with technical detail work well.
How can I tell if people search for my services?
Keyword research tools show monthly search volumes. Google's own autocomplete and the 'People also ask' box also reveal what people search.