Location-based brick-and-mortar companies, often multi-location under franchises, rely on local SEO. This includes unique factors such as local citations and reviews across local listings. Exceptional profiles on third-party industry review sites, or vertical search engines, also matter.
I’ve helped companies within solar, legal/law firms, various contractor, brick-and-mortar, higher education/university, and even digital marketing agency industries.
Nonetheless, SEO is its own specialization. This means that anything to know should come from internal employees and not SEOs familiar with the field. Improving SEO depends on knowing SEO itself and leveraging company resources, not industry knowledge.