Search works differently depending on what you sell and who’s looking. An online store competes with marketplaces, a clinic has to earn trust on health questions, and a local business wins or loses in the map results. These pages explain how SEO and AI search work in each industry I work in, with the results and case studies behind them.
Retail and ecommerce
Ecommerce and Shopify
Collection pages, product data, question-led content and joined-up Google Ads, from stores that generated more than 64 million impressions between them in the past 12 months.
Jewellery and luxury retail
Education content, gifting searches and AI Overview visibility for high-consideration purchases.
Home, garage and DIY products
Problem-led content and product pages for practical products people search for when something needs fixing.
Local and service businesses
Local businesses
Owning the searches for your name and area, Google Business Profile and turning local searches into enquiries.
Hospitality and restaurants
Location pages, menus, mobile speed and “near me” searches for restaurants, holiday parks and venues.
Health, education and non-profits
Healthcare and clinics
Trustworthy treatment pages, careful migrations and clear answers on health questions.
Education and training
Course and subject pages, and search for schools, colleges and training providers.
Charities and non-profits
Protecting donation and information pages, and earning visibility for the causes people search.
Property and publishing
Student accommodation
City guides and property pages that answer what students ask when choosing where to live.
Publishers and affiliate sites
Content structure, deep guides and building visibility for new and established content sites.
Not sure where you fit?
Most of what works in search is the same across industries: pages Google can crawl, content that answers real questions and a business people trust. The case studies show that in practice. If you’d like to know what it means for your business, get in touch or ask for a free assessment.