Search engine optimization (SEO) is a pretty broad concept. There is an entire industry built around leveraging SEO practices to help customers compete online. There is even room for specialization in SEO. For example, consider a company that offers local SEO services to companies in targeted industries.
The question for the customer is whether it is worth looking for an industry specialist. Should a roofer in Denver look for a local SEO provider who specializes in the roofing industry? Should an auto body shop in Des Moines try to find an SEO provider with specialized knowledge in auto body repair and a local office?
I have been in this business for many years. I would say ‘yes’ to both questions. Granted, it is not always easy to find a local SEO provider that specializes in a particular industry. But if one is available in your local area, it should by all means be on your short list of potential providers.
The Point of Local SEO
Understanding why it’s worth looking for industry specialization starts with understanding the point of local SEO. Applied as broadly as possible, SEO can reach a fairly impressive audience that includes people from faraway places. But what if you run a business that relies exclusively on a local customer base?
The Denver roofer is not interested in reaching homeowners in Dallas. The auto body shop in Des Moines does not offer services to drivers in Los Angeles. Both companies serve local residents. Therefore, both would want an SEO provider who knows the finer points of local SEO.
For the record, local SEO utilizes some of the same strategies as generic SEO but tailored to a local audience. Yet some of the strategies inherent to local SEO are for local use only. A good SEO provider knows which ones to apply and each individual case.
Industry Specialization
Investing in local SEO to reach an exclusively local audience is a no-brainer. As for specialization, it is a good move if you can find a provider who knows your industry. Take the real-world example of Webtek Digital Marketing. Webtek’s main office is in Salt Lake City, Utah. They operate a second office in Austin, Texas.
Webtek offers general SEO services to companies throughout a variety of industries. They also offer local SEO. Their industries of specialization include legal, automotive, healthcare, and real estate.
It would be a mistake to look at their areas of specialization and assume that they are incapable of helping customers and other industries. Nothing could be further from the truth. But it would also be a mistake to ignore those same areas of specialization if you are active in one of them.
Take the legal specialty. Webtek employs team members with extensive knowledge and skill in SEO for the legal industry. Law firms in both Salt Lake City and Austin could benefit from team member expertise. And because most law firms are local, they also benefit from Webtek’s extensive experience in local SEO.
It’s the Way to Go
As an industry professional, I highly recommend focusing on local SEO services – rather than more generic SEO – if local customers are the lifeblood of your business. They are the ones you should be reaching with your message. In the meantime, it is all the better if you can find a local provider that specializes in your industry.
Working with an industry specialist gives you the added benefit of team members who are familiar with what you do. Their specialized skill and knowledge can be leveraged to maximize your company’s SEO potential.
