SEO by industry in London

One method, shaped by the sector

Search is the same system for every business in London, and it behaves differently for every sector. A plumber is chosen in the local pack from a phone on a wet Saturday. A solicitor is chosen on a practice-area page read three times over a week. A restaurant is chosen from a map pin, a rating and the last photograph uploaded. A software buyer is chosen on a comparison page with a trial button under it. The craft is the same each time: the Google Business Profile, the pages, the technical foundations, the reviews, the content. What goes first, what the page has to answer and what we measure change with the sector, which is why there are 18 industry pages here rather than one.

What each page tells you

• The searches: example searches your customers make in London, written as they type them. No volumes, because a figure appears on this site only when it was read from a named tool on a named date.
• The rules: the regulator, platform and consumer-law rules that shape what the pages may say, each linked to its source. We would rather read the guidance than guess, and where a point is unclear for your case we check before we publish.
• The services: the four that do most of the work for the sector, each linking to its own page with deliverables, process and terms.
• The proof: our published case for the sector where one exists, with the figure, its source and the date it was checked. Where none exists the page says so and lists what we would measure instead.
• The areas: three parts of London where we see the sector’s demand most contested, each with its own page.
• The person: the specialist who leads the work, named with the role the team page gives them and nothing more.
• Questions: the ones owners in the sector ask us, including whether we work with a competitor near you.

Proof, stated plainly

We have 12 published case studies, 2 of them London clients, and they cover restaurant, education and professional training, private hire, automotive, heritage venue, furniture retail, luxury bathrooms, women’s fashion, fitness, sports nutrition. 7 of the 18 sector pages can cite one of them; the others say "no case published yet" rather than borrowing work from another sector or another agency, and list the measures we would report from accounts you own. An honest gap is worth more to you than a borrowed badge, and it is the standard every figure on this site is held to: client, figure, source, date.

Rules before tactics

Most of the sectors here are regulated in how they may advertise, and a website is advertising. Dentists answer to the GDC, solicitors to the SRA, advisers and lenders to the FCA, private hire operators to TfL, and everybody to the advertising code and to consumer law on fake and filtered reviews. The quickest wins another agency offers are often the quickest route to a complaint. Each page lists the rules that apply, links the current guidance, and says what we will not do for the sector before it says what we will.

Served from one office

We work from Tower 42 in the City, by appointment, and visit clients across all 33 boroughs; most of the work happens in your accounts and on your site. The terms are the same whatever the sector and are written out before you ask on the before you sign page. If your sector is not listed below, the method still applies: send the address through the free audit and the reviewer will say which page is closest and what we would do differently for you.