Search behaviour differs by industry. So should the strategy.

01

SaaS & technology

Buyers research problems, compare tools and increasingly ask AI assistants for shortlists before they book a demo.

What we usually prioritise

• Comparison and alternatives pages grounded in fact
• Documentation and integration content that answers technical questions
• Consistent product data across review platforms and directories

02

B2B services

Long buying cycles with several stakeholders, each searching for different evidence: expertise, process, risk and cost.

What we usually prioritise

• Expert content for each service line
• Clear explanations of process and engagement models
• Sector pages that offer genuinely specific insight

03

E-commerce

Discovery is split across organic results, shopping features, marketplaces and AI product recommendations.

What we usually prioritise

• Crawl efficiency and faceted navigation control
• Accurate product data and Product structured data
• Category content that helps people choose

04

Professional services

Trust decides the click. People check credentials, reviews and whether the firm handles their specific situation.

What we usually prioritise

• Accurate, consistent business and practitioner profiles
• Visible expertise from named professionals
• Clear answers to common client questions

05

Education & information

Content is the product, which makes it the most exposed to AI answers that resolve a query without a click.

What we usually prioritise

• Original data and a distinctive point of view
• Strong brand signals so you’re named, not just summarised
• Measuring visibility and mentions, not only clicks

06

Startups & growing brands

Limited authority and budget, competing with established names for the same queries.

What we usually prioritise

• A clean technical foundation from day one
• A narrow topic focus you can genuinely own
• Earning first credible third-party mentions