Location-based companies, often multi-location, rely on local SEO. This includes unique factors such as local citations and Online Reputation Management (ORM) across local listings. Great profiles on third-party industry review sites also matter.
I have helped companies mostly within the solar, legal, and higher education industries.
Nonetheless, SEO is its own specialization in that anything to know should come from internal employees, not SEOs familiar with the field. Improving SEO depends on knowing SEO and leveraging a company’s resources, not industry knowledge.