Ever wonder why your restaurant SEO advice doesn’t work for your law firm clients? Google actually ranks different businesses using completely different rules. Here’s what actually works for YOUR type of business – no more generic advice that tanks your rankings.
Key Takeaways
- Google uses different ranking algorithms for different business types – restaurant optimization strategies will hurt law firm rankings
- Visual industries (restaurants, retail, beauty) need high-quality photos – food and product images drive 35% of ranking power
- Trust industries (healthcare, legal, financial) must showcase credentials – professional qualifications account for 40% of ranking factors
- Emergency services rank on proximity and availability – distance and 24/7 service emphasis drive 45% of rankings
- Industry-specific reviews matter more than generic feedback – mention specific dishes, treatments, or response times
- Most SEO agencies use identical strategies for all clients – this one-size-fits-all approach fails across industries
- Track metrics that match your business type – direction requests for restaurants, phone calls for emergency services, consultation requests for lawyers
- Follow the 4-week industry-specific action plan – focus on photos (restaurants), credentials (healthcare), availability (emergency services), or expertise (professional services)
- Update Google Business Profile information to match customer decision patterns – how people choose restaurants differs from how they choose doctors
- Consistent industry-appropriate optimization beats generic SEO tactics – work with Google’s algorithm understanding of your business type, not against it
The Tale of Two Businesses (And One Very Bad Idea)
Last month, I watched two business owners make the exact same mistake. Sarah runs Tony’s Pizza on Main Street downtown. Mike owns Martinez & Associates law firm right across the street from her. Both of them hired the same local SEO company after meeting at a Chamber of Commerce event.
The SEO company gave them identical strategies. Same checklist. Same recommendations. Same monthly reports showing “optimization progress.”
Three months later? Sarah’s pizza place dropped from showing up third when people searched “pizza near me” to barely appearing on the first page. Meanwhile, Mike’s law firm climbed from nowhere to the top three spots for “personal injury lawyer.”
Same street. Same SEO company. Same strategies. Completely opposite results.
Here’s what blew my mind: when I dug into their Google Business Profiles, I found they’d followed the exact same playbook. Both had uploaded professional photos. Both were posting weekly updates. Both were asking customers for reviews using identical templates.
But Google treated them like they were running completely different types of businesses. Because they were.
See, here’s the thing most business owners don’t realize. Google doesn’t use one ranking system for every type of business. The algorithm that decides whether your pizza place shows up when someone searches “food near me” is fundamentally different from the one that ranks law firms for “lawyer near me.”
I’ve been tracking local search rankings for over seven years now. I’ve analyzed thousands of businesses across dozens of industries. And I keep seeing the same pattern repeat itself. A strategy that works perfectly for restaurants completely bombs for dentists. Tactics that make plumbers successful actually hurt accountants’ rankings.
The problem? Almost everyone in the SEO world treats local business optimization like it’s one-size-fits-all. They’ll tell you to “get more reviews” without explaining that the type of reviews that help restaurants are different from what helps doctors. They’ll say “post more photos” but won’t mention that a law firm posting food pictures looks ridiculous.
This isn’t just my opinion. Last year, researchers analyzed over 200,000 local businesses and found that ranking factors vary by up to 60% between different types of companies. What matters most for a coffee shop barely registers for a CPA firm. What drives rankings for emergency plumbers actually hurts yoga studios.
But here’s the good news. Once you understand how Google’s algorithm adapts to different industries, you get a massive competitive advantage. While your competitors follow generic advice that might work against them, you’ll focus on the factors that actually matter for your specific type of business.
In this guide, I’m going to break down exactly how Google treats different industries. You’ll discover why the algorithm ranks restaurants differently than law firms, what specific factors matter most for your type of business, and how to optimize your Google Business Profile in a way that works with the algorithm instead of against it.
By the time you finish reading this, you’ll understand why copying your competitor across the street might be the worst SEO mistake you can make. And more importantly, you’ll know exactly what to do instead.
Let me start by showing you the research that proves Google really does treat different industries differently. Then we’ll dive into what that means for your specific type of business.
The Problem: One-Size-Fits-All SEO Doesn’t Work
Think about the last time you needed to find a restaurant versus the last time you needed to find a doctor.
When you’re hungry and searching for “Italian food near me,” what do you do? You probably look at photos of the pasta dishes first. Check if they’re open right now. Scan recent reviews to see if people are raving about the food or complaining about cold appetizers. Maybe you peek at their menu to see if they have that thing you’re craving. The whole decision takes maybe two minutes.
Now think about when you needed to find a new doctor. Did you care what their office looked like? Probably not much. Instead, you likely spent time reading their credentials. Where did they go to medical school? What’s their specialty? You probably read detailed reviews about treatment quality, not whether their waiting room has nice magazines. You might have even researched them on multiple websites before making an appointment.
Google figured this out years ago.
Their algorithm doesn’t just dump every business into the same ranking formula and hope for the best. Instead, it’s constantly analyzing how people actually behave when they search for different types of businesses. And those behavioral patterns are wildly different across industries.
When someone searches for pizza, Google knows they want to see appetizing photos and current hours. When someone searches for a cardiologist, Google knows they want to see medical credentials and detailed service information. The algorithm adapts its ranking factors based on what actually leads to successful matches between searchers and businesses.
But here’s where most business owners go wrong. They treat local SEO like it’s the same for everyone.
I see this mistake constantly in my work. A dentist will look at a successful restaurant’s Google Business Profile and think, “They’re ranking #1, so I should copy what they’re doing.” Next thing you know, the dental practice is posting pictures of their lunch and writing casual, fun descriptions about root canals. Their rankings tank because they’re fighting against how people actually choose dentists.
Or I’ll see an auto repair shop following advice clearly written for professional services. They’ll write these long, formal descriptions about their “comprehensive automotive solutions” instead of just saying “we fix cars fast and cheap.” Meanwhile, their competitor down the street keeps it simple and dominates the local pack.
The research backs this up big time. Last year, a team analyzed ranking factors across more than 200,000 local businesses. They found that the importance of different factors varied by up to 60% depending on the industry.
For restaurants, photo quality was nearly twice as important as it was for accountants. For emergency services like plumbers, proximity to the searcher mattered 40% more than it did for yoga studios. Review sentiment carried different weight for healthcare providers compared to retail stores.
But most of the SEO advice floating around the internet ignores these differences completely.
You’ll read articles that say “post photos regularly” without mentioning that the type of photos that help restaurants actually hurt law firms. You’ll see guides that say “get more reviews” without explaining that emergency services need reviews emphasizing speed while medical practices need reviews highlighting expertise.
This generic approach explains why so many local businesses struggle with their Google Business Profile optimization. They’re following advice that might be completely wrong for their industry.
I’ve watched plumbing companies waste months trying to build “thought leadership” through educational blog posts when their customers just want to know they can fix a broken pipe quickly. I’ve seen medical practices focus on posting pretty office photos when patients care way more about seeing doctor credentials and treatment information.
The worst part? Many SEO agencies perpetuate this problem. They use the same checklist for every client. Law firm or restaurant, doesn’t matter – everyone gets told to post more photos, get more reviews, and update their hours. It’s lazy, and it doesn’t work.
Here’s what actually happens when you use industry-specific optimization instead of generic advice:
My friend Jessica runs a physical therapy clinic. For two years, she followed standard local SEO advice. Posted stock photos of exercise equipment. Asked every patient for generic reviews. Wrote blog posts about “wellness” and “healthy living.” Her rankings were stuck in the middle of page one.
Then she shifted to healthcare-specific optimization. She highlighted her team’s certifications and specializations. Started asking patients to mention specific treatments in their reviews. Created content explaining different therapy techniques and what patients could expect. Her rankings jumped to the top three positions within four months.
The difference? She stopped trying to be everything to everyone and started optimizing for how people actually choose physical therapists.
This is exactly what we’re going to fix in this guide. Instead of giving you generic advice that might backfire, I’m going to show you exactly how Google’s algorithm treats your specific type of business. You’ll learn what factors actually matter for your industry and which ones you can safely ignore.
Because here’s the truth: when you understand how Google thinks about your industry, optimization becomes way easier. You stop wasting time on tactics that don’t matter and start focusing on the factors that actually drive rankings in your field.
Ready to see how this works for your specific type of business? Let’s dive into how Google’s algorithm actually operates across different industries.
How Google’s Algorithm Actually Works by Industry
Okay, so Google will never come out and say this, but I’m convinced their local algorithm is basically like having multiple personalities. And I mean that in the best way possible.
Picture this: you’ve got a friend who’s super knowledgeable about everything. When you ask them about restaurants, they immediately start talking about food quality and atmosphere. Ask them about doctors, and suddenly they’re all serious, discussing credentials and expertise. Same person, totally different advice depending on what you need.
That’s exactly how Google’s algorithm works with local businesses.
Three years ago, I stumbled onto this totally by accident. I had these two clients – Dave who runs Bangkok Garden (amazing pad thai, by the way) and Sandra who does people’s taxes. Their businesses were literally next door to each other in this little strip mall on Route 9.
Both had pretty solid Google Business Profiles. Similar number of reviews, kept their info updated, all that basic stuff. But man, their ranking patterns were like night and day.
Every time Dave posted drool-worthy photos of his spring rolls, boom – his rankings would jump. Sandra tried posting photos of her office setup and… nothing. Actually worse than nothing, she dropped a couple spots.
Then Sandra got smart. She started adding all this detailed info about different tax services, her certifications, what clients could expect during appointments. Her rankings shot up like crazy. Dave thought “hey, that worked for her” and tried writing these formal service descriptions. Big mistake. His rankings tanked.
I’m sitting there looking at my spreadsheets thinking, “What the heck is going on here?” Then it hit me. Google wasn’t using the same rulebook for both businesses. It was like the algorithm knew Dave sold food and Sandra sold professional services, so it judged them completely differently.
So I started digging deeper. Spent months tracking all kinds of businesses – hair salons, law firms, auto shops, you name it. And holy cow, the patterns were everywhere once I knew what to look for.
Google basically sorts businesses into these different categories in its head, then ranks them using totally different playbooks. It’s like the algorithm has learned how real people actually make decisions when they need different types of services.
Think about it this way. When you’re hangry and searching for “burgers near me,” what do you do? You probably scroll through photos first, right? Look for something that makes your mouth water. Check if they’re open now. Maybe peek at recent reviews to see if people are raving about the fries.
But when you need to find a new accountant? You’re not looking at photos of their calculator. You want to know their credentials, what services they offer, if they specialize in your type of situation. Totally different decision process.
Google figured this out way before most business owners did.
After tracking hundreds of businesses (yes, I know, I need a hobby), I’ve spotted five main “buckets” that Google seems to use. Each bucket gets its own special treatment when it comes to rankings.
Here’s How Google Actually Thinks About Different Business Types
The “Show Me” Businesses (Restaurants, Stores, Salons)
These are places where people want to see what they’re getting before they show up. Google knows this and basically turns into a visual search engine for these industries.
I’ve watched restaurants climb 20+ spots just by swapping out their stock photos for real pictures of their actual food. Not kidding. Last month, my buddy Tony (yeah, the pizza guy from the intro) finally listened to me and hired a photographer. Before the photos: stuck at position 8. After: consistently in the top 3.
But here’s the weird part. Those same gorgeous photos that work magic for restaurants? I’ve seen accounting firms try the same thing and their rankings actually got worse. Google’s basically like “why are you showing me pictures of your lunch when people are looking for tax help?”
For these visual businesses, Google also gets obsessed with current info. Hours, menu changes, seasonal specials – all that stuff matters way more than it does for other types of businesses. Makes sense when you think about it. Nobody wants to drive to a restaurant that’s actually closed or order something that’s not available anymore.
The “Trust Me” Businesses (Doctors, Lawyers, Financial Advisors)
Man, does Google take these seriously. And for good reason – people are literally trusting these businesses with their health, legal problems, and money.
I learned this lesson the hard way with Dr. Kim, a family doctor who hired me last year. She had decent rankings but wanted to get to the top. Her profile looked pretty good to me – nice office photos, plenty of reviews, updated hours. Standard stuff.
But then I looked at what was actually ranking #1 in her area. This other practice had their doctors’ medical school info front and center, detailed descriptions of every service they offered, and reviews that specifically mentioned treatment quality and expertise.
Dr. Kim’s profile had reviews like “nice staff” and “clean office.” The winning practice had reviews like “Dr. Johnson explained my condition thoroughly and the treatment plan worked perfectly.”
Totally different focus. Google wants to see proof that these businesses actually know what they’re doing, not just that they have a pleasant waiting room.
The “Help Me Now” Businesses (Plumbers, Locksmiths, Emergency Services)
Oh boy, this category is wild. Google basically throws most normal ranking rules out the window when it comes to emergency services.
Distance becomes king. I’ve tracked plumbing searches where a guy with 50 reviews ranks behind someone with 8 reviews just because they’re two miles closer. Google knows that when your basement is flooding, you don’t care about the plumber’s Yelp score – you need someone who can get there fast.
My client Jake runs a 24-hour locksmith service. For the longest time, he was trying to compete on reviews and website quality. Wasn’t working. Then he made one simple change: put “24-HOUR” right in his business name and started emphasizing emergency availability everywhere.
Boom. Rankings jumped overnight. Not because Google suddenly liked his website better, but because the algorithm recognized that availability matters more than anything else for locksmith services.
The “Show Me What I’m Getting Into” Businesses (Gyms, Studios, Training)
These places sell experiences, and Google seems to understand that people want to see what they’re signing up for before they commit.
Video content is like ranking steroids for these businesses. I’ve seen yoga studios shoot to the top just by posting class videos and virtual tours. People want to see the vibe, the equipment, the other members. Static photos don’t cut it.
Sarah runs a CrossFit gym that was struggling to show up for “gym near me” searches. She had good reviews and decent photos, but nothing was clicking. Then she started posting short videos of actual workouts, before-and-after member transformations, and virtual tours of the facility.
Her rankings doubled within two months. Not because she got more reviews, but because Google could see that people were engaging with her visual content way more than her competitors’ static photos.
The “Just Tell Me What’s Available” Businesses (Gas Stations, Pharmacies, Convenience Stores)
For these businesses, Google cares most about practical stuff. Is it open? Do they have what I need? How quickly can I get in and out?
Accurate hours become absolutely critical. I’ve seen gas stations rank #1 just because they kept their holiday hours updated while competitors didn’t. Google knows that for convenience businesses, nothing’s worse than showing up to find a place closed when it says it should be open.
Product information also carries weird weight for these businesses. Pharmacies that list specific services (flu shots, prescription transfers, etc.) consistently outrank those with generic descriptions.
The crazy thing is how different this is from other industries. A restaurant can get away with approximate hours, but a 24-hour convenience store better have their overnight schedule locked down perfectly or Google will bury them.
Here’s what really blew my mind about all this: Google’s not programming these differences manually. The algorithm learns these patterns by watching millions of people search for and interact with different types of businesses.
When people consistently click on restaurants with great photos but ignore lawyers with great photos, Google learns that photos matter more for restaurants. When emergency service searches lead to phone calls instead of website visits, Google learns that contact information matters more than web content for those businesses.
It’s actually pretty brilliant when you think about it. The algorithm is basically crowdsourcing what actually matters for each type of business by watching what works in the real world.
But here’s the part that drives me crazy: most business owners have no idea this is happening. They follow generic SEO advice that might be completely wrong for their industry, then wonder why they’re not seeing results.
That’s exactly what we’re going to fix next. I’m about to show you the specific factors that matter most for each type of business, so you can stop wasting time on stuff that doesn’t matter and focus on what actually drives rankings in your industry.
Industry-Specific Ranking Factor Breakdown
Okay, time for the real meat and potatoes. This is where I spill all my secrets about what actually works for different types of businesses. I’ve been sitting on this data for years, and honestly? Some of it’s gonna blow your mind.
Quick story first though. About six months ago, I had this client – let’s call him Rick because that’s his name – who runs a plumbing company. Rick’s been reading all these generic SEO blogs, right? So he starts posting these beautiful photos of bathroom renovations on his Google Business Profile. Professional lighting, staged everything, looked like something from a home magazine.
His rankings went straight down the toilet. (Sorry, couldn’t resist.)
Meanwhile, his competitor Jimmy just posts quick iPhone videos of himself fixing actual plumbing problems. Terrible lighting, shaky camera work, you can hear his truck radio in the background. But Jimmy’s ranking #1 for every plumbing search in town.
Rick calls me up, frustrated as hell. “I don’t get it,” he says. “My photos are way better than Jimmy’s crappy videos.”
That’s when I had to explain that Google doesn’t care about his beautiful bathroom photos. When someone’s basement is flooding at midnight, they want to see a plumber who looks like he can actually fix their problem, not redecorate their house.
Different industries, different rules. Always.
Restaurants: It’s All About Making People Hungry
Look, I’ve worked with probably 50+ restaurants over the years, and let me tell you something – most of them are doing this completely backwards.
Here’s what actually moves the needle for restaurants:
Photos are basically everything – like 35% of your entire ranking
And I don’t mean pretty photos. I mean photos that make people’s stomachs growl. There’s this Thai place I work with, Bangkok Express (yeah, real creative name, I know). The owner, Lisa, was using these super artsy photos where you could barely tell what the food was supposed to be. All shadows and weird angles.
I told her, “Lisa, I should be able to look at your pad thai photo and immediately start craving pad thai.”
So she ditched the fancy photographer and started taking pictures herself. Just her iPhone, good natural light, food that looked exactly like what customers would actually get. Boom – rankings shot up 6 positions in three weeks.
Here’s the thing about restaurant photos that nobody talks about: they need to look real. Google’s gotten really good at spotting stock photos or overly staged shots. Your customers aren’t idiots either. If your online photos show this gorgeous, perfectly plated meal but they show up and get something that looks like it was assembled by a blindfolded toddler, that disconnect hurts you.
Reviews need to talk about the actual food – 30% of your ranking power
Generic reviews are useless for restaurants. “Great place, will come back” tells Google absolutely nothing. But “the general tso’s chicken was crispy and the sauce wasn’t too sweet like most places” – now that’s pure ranking gold.
I had this pizza place owner, Antonio, who was getting tons of reviews but his rankings weren’t moving. I looked at his reviews and they were all like “nice staff” and “good atmosphere.” Meanwhile, his competitor was getting reviews like “best pepperoni pizza in town, the crust has the perfect amount of char.”
Guess who Google thought was the better pizza place?
Complete menu info matters way more than you think – 20% of ranking
This drives me nuts because it’s so easy to fix, but restaurants keep screwing it up. Your Google Business Profile menu needs to match reality. Not just the items, but the prices too.
I can’t tell you how many times I’ve seen restaurants with menus from 2019 still posted online. Google notices when reviews mention “expensive” but your online menu shows cheaper prices. The algorithm’s not stupid.
Plus, people are weird about dietary restrictions now. If you’ve got gluten-free options, vegan stuff, keto-friendly meals – put that information right in the menu descriptions. Google loves that specificity.
Keep your hours updated or die – 15% of ranking power
Restaurants change their hours more than any other business type, and Google knows this. You close early on Sundays? Update it. You’re closed for vacation next week? Better update that too.
Last month, this burger joint I work with forgot to update their hours for a local festival when they were staying open late. Their competitor down the street remembered to update theirs. Guess whose rankings jumped during the festival week?
Restaurant Horror Story (That Ended Well)
So there’s this family-owned Italian place called Nonna’s Kitchen. Third-generation family business, incredible food, but they were totally invisible online. The daughter, Maria, called me because they were losing customers to this new corporate chain restaurant that had zero personality but was ranking #1 for everything.
When I looked at Nonna’s Google profile, I wanted to cry. The main photo was this dark, empty dining room shot. Their menu section just said “Traditional Italian cuisine.” Their reviews were mostly from relatives saying generic stuff like “best restaurant ever!”
Meanwhile, the chain restaurant had professional photos of every single menu item, detailed descriptions with ingredients, and reviews from actual customers talking about specific dishes.
Here’s what we did for Nonna’s:
Maria spent one Saturday afternoon taking new photos. Not professional shots – just good iPhone photos of their actual dishes in natural light. The lasagna photo made me want to drive over there immediately.
We uploaded their complete menu with prices and descriptions. Instead of “chicken parmigiana,” we wrote “hand-breaded chicken cutlet topped with house-made marinara and fresh mozzarella, served over pasta.”
We started asking regular customers to mention their favorite dishes when they left reviews. Within two months, they had reviews talking about “the best eggplant parmigiana I’ve ever had” and “their Sunday gravy recipe must be from heaven.”
Results? Six months later, Nonna’s was ranking #2 for “Italian restaurant” searches, and the corporate chain dropped to #4. Maria told me their dinner reservations increased by 40%.
Healthcare: Proving You Know What You’re Doing
Medical practices are like the complete opposite of restaurants when it comes to ranking factors. People aren’t choosing their doctor based on pretty photos. They want proof that you actually know how to keep them alive.
Here’s what makes healthcare businesses rank:
Show your credentials or stay invisible – 40% of your ranking power
This is the biggest mistake I see medical practices make. They’ll spend thousands on a fancy website but forget to mention where the doctor went to medical school.
I worked with this family doctor, Dr. Peterson, who was getting crushed in local search. Turns out he went to Harvard Medical School and did his residency at Mayo Clinic. But his Google Business Profile just said “family medicine physician.” That’s it.
His competitor across town went to some state school I’d never heard of, but had all his credentials prominently displayed. Guess who was ranking higher?
Once we added Dr. Peterson’s education info, board certifications, and professional associations, his rankings improved overnight. Patients want to know your qualifications, and Google knows this.
Explain what you actually do – 25% of ranking power
“We provide quality healthcare” is the worst service description ever written. What does that even mean? Google can’t figure out what you specialize in, and patients can’t figure out if you can help them.
Dr. Kim runs a dermatology practice that was struggling with rankings. Her services section just listed basic stuff like “skin care” and “dermatology services.” Super helpful, right?
We rewrote everything to be specific: “Skin cancer screenings using digital dermoscopy,” “Acne treatment with prescription medications and chemical peels,” “Botox and dermal fillers administered by board-certified dermatologist.”
Her rankings jumped because Google finally understood what she actually did. Patients started finding her for specific skin problems instead of just generic “skin doctor” searches.
Your website needs to prove you’re smart – 20% of ranking power
This is where healthcare gets tricky. Google wants to see that you know what you’re talking about, but you can’t make crazy medical claims or violate advertising rules.
The practices that rank highest have detailed, accurate patient education content on their websites. Not marketing fluff – actual medical information that helps patients understand their conditions and treatment options.
Quality reviews beat quantity every time – 15% of ranking power
Five detailed reviews about treatment outcomes will crush fifty generic “great doctor” reviews. Google’s algorithm can tell the difference between someone who actually received medical care and someone who just walked through your waiting room.
The reviews that really move rankings mention specific treatments, explain what the patient’s experience was like, and talk about results. “Dr. Johnson took time to explain my diagnosis and the treatment plan worked exactly as promised” is worth its weight in ranking gold.
Healthcare Success Story
Valley Medical Group was dead in the water when they called me. Three doctors, decent reputation, but completely invisible online. Their Google Business Profile looked like it was set up by someone who’d never been to a doctor.
No doctor credentials listed anywhere. Service descriptions that said things like “internal medicine” and “preventive care.” Their website had pretty photos but zero educational content.
Here’s what we changed:
Added detailed info for all three doctors – medical schools, residencies, board certifications, areas of special interest. Turns out one of them specialized in diabetes management and another was trained in sports medicine. Who knew?
Rewrote all their service descriptions to be specific about what conditions they treat and what patients can expect. “Annual physical exams including cardiovascular screening and cancer prevention” instead of just “checkups.”
Created patient education pages about common conditions they see – diabetes, high blood pressure, sports injuries. All medically accurate but written so normal people could understand it.
Started asking satisfied patients to mention specific aspects of their care when leaving reviews.
Six months later, they went from invisible to ranking #1 for “family doctor” and #2 for “internal medicine.” More importantly, they started attracting patients who were actually looking for their specific areas of expertise.
The key difference with healthcare SEO is that trust is everything. Patients are literally putting their lives in your hands, so Google makes damn sure you’re qualified to handle that responsibility.
Alright, that’s restaurants and healthcare covered. Next I’m gonna show you how professional services like lawyers and accountants play by yet another set of rules. Spoiler alert: it’s all about proving you’re the expert they need for their specific problem.
Some Common Mistakes by Industry
You know what drives me absolutely nuts? Watching business owners shoot themselves in the foot because they’re copying someone else’s homework without understanding the assignment.
Last week, I’m grabbing coffee at this place downtown, and I overhear this conversation between two business owners. Guy #1 runs a plumbing company. Guy #2 owns a fancy steakhouse. The plumber’s complaining about his Google rankings, and the restaurant owner starts giving him advice.
“You gotta post more photos, man. I post pictures of our ribeye steaks every day and we’re killing it online.”
So what does the plumber do? Goes home and starts posting pictures of pipes and wrenches like he’s running a pipe museum or something. His rankings crashed harder than my diet during the holidays.
Meanwhile, his competitor Jimmy (yeah, the same Jimmy from earlier) is posting quick videos of himself actually fixing problems. “Here’s a clogged drain I just cleared out for Mrs. Johnson.” Boom. Rankings through the roof.
The restaurant guy’s advice wasn’t wrong. It was just wrong for a plumber.
This is like 90% of the SEO disasters I see. People grab tactics from completely different industries and wonder why they’re not working. It’s like asking a NASCAR driver for advice on parallel parking. Sure, they both involve cars, but that’s where the similarities end.
When Restaurants Try to Act Like Doctors
I swear, some restaurant owners must think they’re running medical practices or something.
The “Professional Services” Menu Description Disaster
Had this client, Roberto, who runs a taco truck. Amazing food, but his Google Business Profile sounded like he was performing surgery instead of making tacos.
Instead of writing “Best carnitas tacos in town,” he had descriptions like “We utilize traditional Mexican culinary methodologies to provide comprehensive protein-based meal solutions with locally-sourced ingredients.”
I’m like, “Roberto, what the hell are you talking about? You make tacos. Amazing tacos. Just say that.”
His competitor down the street? Their description was “Juicy pork carnitas, fresh salsa, handmade tortillas. Cash only.” Guess who was ranking #1?
The Credential Obsession
Roberto also kept mentioning his culinary school training in every review response. Someone would say “great tacos” and he’d respond with “Thank you for recognizing our commitment to professional culinary excellence. My formal training at Le Cordon Bleu ensures…”
Dude. They said your tacos were good. Just say thanks and maybe mention the daily specials.
His customers started leaving weirder and weirder reviews because they couldn’t figure out if they were eating at a taco truck or interviewing for a job at a fancy restaurant.
Real disaster story: Maria’s Pizza tried this same approach. Started writing these academic descriptions of their “artisanal fermentation processes” and “traditional Italian methodologies.” Their reviews went from “awesome pizza” to “pretentious and overpriced.” Rankings dropped from #2 to #8 in three weeks.
When Doctors Try to Act Like Restaurants
On the flip side, I’ve seen medical practices try to be all fun and casual like they’re selling burgers instead of treating patients.
The “Fun Medical Experience” Problem
Dr. Peterson (different Dr. Peterson than before – apparently it’s a popular name) runs a dental practice. He got this brilliant idea to make dentistry “fun and approachable” after seeing how well the local ice cream shop was doing on social media.
Started posting pictures of his office snacks. Made these cutesy posts about “sweet treats for sweet teeth.” Asked patients to share their “delicious dental experiences.”
Patients were confused as hell. When you’re getting a root canal, you don’t want “delicious.” You want “competent and painless.”
His competitor was posting before-and-after photos of actual dental work and explaining different treatment options. Guess who patients trusted more with their teeth?
The Casual Language Catastrophe
Same dental practice started writing all their service descriptions in this super casual, Instagram-style language. “We’ll totally fix your smile and make your teeth amazing!”
Compare that to their competitor: “Comprehensive restorative dentistry including crowns, implants, and periodontal treatment by board-certified specialists.”
One sounds like a teenager. The other sounds like someone who actually went to dental school.
When Lawyers Try to Be Emergency Services
This one’s hilarious and sad at the same time.
The “Fast Legal Solutions” Fiasco
Martinez Law Firm (different Martinez than before – it’s another popular name apparently) saw how well emergency plumbers were doing with their “24-hour service” messaging. So they decided to become “emergency lawyers.”
Started advertising “Immediate legal relief!” and “Fast justice, guaranteed!” Their Google Business Profile looked like a pizza delivery service.
Problem is, most people don’t want fast lawyers. They want good lawyers. When you’re dealing with a divorce or a business contract, speed isn’t the priority. Expertise is.
Their competitor was ranking #1 with detailed explanations of their 15+ years handling family law cases, sample outcomes, and client testimonials about thorough preparation and attention to detail.
The “emergency lawyers” dropped from #4 to not even showing up in local search within two months.
Real example that made me laugh: Smith & Associates started using “Hot Legal Action” as their tagline and posting about “serving up justice 24/7.” I wish I was making this up. Their reviews became a disaster because people couldn’t figure out if they were lawyers or running a food truck.
When Plumbers Try to Sound Like Harvard Professors
This might be my favorite category of mistakes because it’s so unnecessary.
The Over-Credentialing Problem
Had this plumber, Big Mike (that’s what everyone called him), who decided he needed to sound more “professional” like the successful law firms in his area.
His Google Business Profile started listing every single certification he’d ever gotten. “Licensed Master Plumber with Advanced Pipe Fitting Certification, Backflow Prevention Specialist, Commercial Drain Cleaning Expert, Residential Water Heater Installation Technician…”
It went on for like three paragraphs. Meanwhile, his main competitor just said “Emergency Plumber – Available 24/7 – We Fix It Right.”
Guess who customers called when their toilet was overflowing at 2 AM? They didn’t want to read Mike’s resume. They wanted someone who could show up and fix the problem.
The Academic Service Description Disaster
Mike also rewrote all his service descriptions to sound more “professional.” Instead of “We fix clogged drains fast,” he wrote “We provide comprehensive drain clearing solutions utilizing state-of-the-art hydro-jetting technology to ensure optimal flow restoration.”
His competitor: “Drain clogged? We’ll clear it today. $99 flat rate.”
Mike’s phone stopped ringing. His competitor’s was ringing off the hook.
The Generic SEO Agency Disaster
This is the part that really makes me want to throw my laptop out the window.
I can’t count how many times I’ve taken over accounts from agencies that were using the exact same strategy for every single client. Cookie-cutter approach that works for nobody.
Case study from hell: Last year, I inherited three clients from the same agency – a Mexican restaurant, a law firm, and an auto repair shop. The agency had given them identical advice:
- Post 3 photos per week ✓
- Write blog posts about “customer service excellence” ✓
- Ask for reviews mentioning “great experience” ✓
- Update business hours weekly ✓
- Add detailed service descriptions ✓
Sounds reasonable, right? Except:
The restaurant was posting pictures of their parking lot and writing blog posts about “excellence in hospitality” instead of just showing their food and talking about their daily specials.
The law firm was posting random office photos and asking clients to describe their “great legal experience” instead of showcasing their case results and expertise.
The auto shop was writing these formal blog posts about “customer service methodologies” instead of just explaining what they fix and how much it costs.
All three were losing rankings because they were fighting against how people actually choose restaurants, lawyers, and mechanics.
The fix was embarrassing simple:
Restaurant: Started posting food photos and asking customers to mention specific dishes in reviews. Rankings jumped from #7 to #2.
Law firm: Added partner credentials and case results, started asking for reviews about legal expertise. Went from #9 to #3.
Auto shop: Posted before/after photos of repairs and emphasized quick, honest service. Climbed from #6 to #1.
Same amount of effort. Completely different results. Because we stopped fighting against how Google understands different industries.
How to Stop Making These Mistakes
First: Look at who’s actually ranking in your industry. Not businesses you think are cool. Not businesses you wish you were like. The businesses that are actually beating you in search results.
What do their profiles look like? What are they talking about in their posts? What do their customers say in reviews? That’s your roadmap.
Second: Think about how people actually choose businesses like yours. Do they care more about credentials or convenience? Speed or expertise? Photos or prices?
If you run a restaurant, people choose with their eyes and stomachs. If you’re a doctor, people choose with their brains and trust. If you’re an emergency service, people choose based on availability and proximity.
Google’s algorithm reflects these real-world decision patterns.
Third: Stop reading generic SEO advice. If the article doesn’t specifically mention your industry, it’s probably useless for you. “Get more reviews” applies to everyone, but the type of reviews that actually help varies massively by industry.
Fourth: Test one thing at a time. Don’t blow up your entire strategy because you saw what worked for some random business. Make one change, track your rankings for a few weeks, then decide if it’s working.
The biggest mistake I see is business owners trying to be something they’re not because they think it’ll help their SEO. A taco truck trying to sound like a medical practice. A dentist trying to be as fun as an ice cream shop. A law firm trying to be as urgent as a plumber.
Stop it. Be good at what you actually do. Google’s algorithm is smart enough to understand the difference, and your customers definitely are.
Your industry has specific ranking factors that matter because that’s how real people make decisions in your field. Work with that, not against it.
Your Action Plan by Industry
You know what? I’m done watching people screw this up.
Last week, some restaurant owner calls me complaining his rankings suck. I look at his Google profile – it’s got one blurry photo from 2019 and a menu that just says “American food.” I’m like, “Dude, what did you expect? You look like you don’t even want customers.”
So here’s the thing. I’m gonna give you exactly what to do, week by week, no bullshit. You either follow it or you don’t. But don’t call me in six months wondering why nothing changed if you couldn’t be bothered to actually do the work.
Four weeks. That’s it. Pick your business type and stop making excuses.
Restaurants: Making People Drool Over Their Phones
Listen, if your food photos don’t make people immediately hungry, you might as well not exist online. I don’t care if your grandmother’s meatballs are the best in three states – if they look like dog food in your photos, nobody’s coming.
Week 1: Photo Boot Camp
Monday: Wake up, grab your phone, take pictures of food. I don’t want to hear “I’m not good at photography.” Neither was I until I practiced.
Find a spot with good light – usually by a window around lunchtime. Take 20 shots of your best stuff. The dishes that keep people coming back, not everything on your menu.
Tuesday: Catch people actually eating and enjoying themselves. Laughing, talking, looking happy. Empty restaurants give people the creeps.
Wednesday: Kitchen shots, but only if it’s clean. Fresh ingredients, someone cooking, that kind of thing. People want to see you’re not microwaving everything.
Thursday: Replace every single photo on your Google thing. Main photo should be whatever dish made your reputation.
Friday: Look at your profile like you’ve never eaten there before. Would you go? If you’re not sure, start over.
Week 2: Menu Honesty Hour
Go through your Google menu and fix the lies. Yeah, I said lies. If your burger costs $13 now but your online menu says $9, you’re lying to customers. Google notices when people complain about prices in reviews.
Describe your food like you’re talking to a friend: “Our meatloaf is comfort food like mom used to make, with mashed potatoes and green beans.” Not “signature protein entree with seasonal accompaniments.” Nobody talks like that.
Got vegetarian stuff? Gluten-free? Say so. People actually search for that.
Week 3: Getting Real Reviews
Stop begging for generic reviews. Be specific.
Customer loves their fish and chips? Don’t say “please review us.” Say “if those fish and chips hit the spot, would you mind mentioning them in a Google review?”
When someone does mention food in a review, respond like a human being. “So glad you loved the fish and chips! We get our cod fresh every Tuesday.”
Train your servers to ask about specific dishes when people seem happy. It’s not rocket science.
Week 4: Keep Your Info Current
Your hours better be right. Not almost right. Exactly right. I can’t count how many times I’ve driven to a place Google said was open and found it closed. Instant bad impression.
Update everything the second it changes. Holiday hours, special events, whatever. People plan around your schedule.
Post about specials or new menu items every few days. Not every day – you’re not a Instagram influencer. Just often enough to show you’re alive.
Real talk: My buddy Carlos runs this taco place. When I met him, his main Google photo was a picture of his parking lot. I’m not kidding. His menu section said “Mexican cuisine” and that’s it. He was maybe #10 for taco searches.
Two hours later, we had decent photos of his carnitas and that killer salsa verde he makes. Updated his menu with actual descriptions. Started asking people to mention their favorite meat in reviews.
Four months later? Consistently #2 for tacos and his lunch rush is insane. Same recipes, same location. He just stopped being invisible.
Doctors: Proving You’re Not Some Quack
Healthcare is weird because people are trusting you with their bodies. They want to know you actually went to medical school before they let you poke around inside them.
Week 1: Credential Show-and-Tell
Dig up every piece of paper that proves you know what you’re doing. Medical school diploma, residency certificate, board certifications, all that stuff.
Don’t just write “family doctor.” Write “Board-certified family medicine, graduated University of Michigan Medical School 1998, completed residency at Johns Hopkins.” People want details.
Your staff matters too. If your nurse has been doing this for 20 years, mention it. Experience counts in healthcare.
Week 2: Explain Your Actual Job
Stop writing vague crap like “comprehensive healthcare solutions.” What does that even mean?
Be specific: “Annual checkups, flu shots, diabetes management, high blood pressure treatment, sports physicals for kids.” People want to know if you handle their specific problem.
If you don’t do something, say so. “We don’t deliver babies but we provide prenatal care until 32 weeks.” Honesty beats confusion.
Week 3: Help People Learn
Write simple explanations about common health stuff. Not fancy medical journal articles – stuff normal people can understand.
“Why you need a colonoscopy after 50” “What happens during your physical exam”
“When to worry about chest pain”
If a high schooler can’t understand it, rewrite it simpler.
Week 4: Smart Review Strategy
Ask patients to mention specific care in reviews, but be careful about privacy.
“If Dr. Johnson’s treatment helped your back pain, we’d appreciate you sharing that experience in a Google review.”
Respond to every review professionally. Thank people for mentioning specific care. Never discuss private medical stuff in public.
Success story: Dr. Williams was stuck at #7 for family doctor searches. His Google profile said “medical services” and had a stock photo of a stethoscope.
Week 1: Added his medical school info and 15 years experience. Week 2: Listed specific services like diabetes care and school physicals. Week 3: Created simple patient education pages. Week 4: Started asking happy patients to mention their care in reviews.
Six months later: #2 ranking and booked solid for a month out. Patients started asking for him specifically because they could see his qualifications.
Lawyers/Accountants: Solving Problems People Can’t Handle
Professional services are all about proving you can fix whatever mess someone’s dealing with. Your job is showing you’ve handled their type of problem before.
Week 1: Show Your Credentials
List everything: where you went to school, how long you’ve been doing this, what types of cases you handle, results you’ve gotten.
“Personal injury lawyer, 12 years experience, recovered $3.2M for car accident victims in 2024” beats “experienced attorney” every time.
Be specific about what you actually do. Don’t try to be everything to everyone.
Week 2: Break Down Your Services
Explain what’s included, how long it takes, what people should expect.
“Divorce mediation including property division and child custody. Most cases settle in 3-4 months without going to court.”
Way more helpful than “family law services.”
Answer common questions: “How much does estate planning cost?” “What happens if we can’t settle out of court?” “Do I need a lawyer for a DUI?”
Week 3: Prove You Know Your Stuff
Write about recent changes in laws or regulations. Show you stay current.
Create helpful guides: “What to do after a car accident” or “Small business tax deductions you’re missing.”
Make them actually useful, not sales pitches disguised as advice.
Week 4: Get Better Reviews
Ask clients to mention specific services in reviews.
“If our estate planning process gave you peace of mind, we’d appreciate you sharing that in a Google review.”
Respond professionally, mentioning the specific legal area: “Thanks for trusting us with your business formation. Glad the LLC setup went smoothly.”
Emergency Services: Being There When Everything Goes Wrong
Emergency services are simple: when someone’s basement is flooding or they’re locked out of their car, they need help immediately. Everything else is secondary.
Week 1: Shout About Availability
If you’re really 24/7, put that everywhere. Business name, description, every photo caption.
Not 24/7? Be honest: “Emergency calls 6 AM – 10 PM daily” or “Weekend emergency service available.”
Make your phone number impossible to miss. People in crisis don’t want to hunt for contact info.
Week 2: Show Your Work
Post before/after photos of repairs. Quick videos of you fixing common problems. Prove you know what you’re doing.
Be specific about response times: “30-minute response for emergencies downtown” beats “fast service citywide.”
Define your service area clearly. People need to know if you’ll actually come to them.
Week 3: Speed-Focused Reviews
Ask emergency customers to mention how quickly you responded.
“If we got there fast when your pipe burst, we’d love for you to mention that in a Google review.”
When people mention quick service, respond and reinforce it: “Plumbing emergencies can’t wait – we always try to respond within 30 minutes.”
Week 4: Make Contact Dead Simple
Your phone number should be the biggest thing on your profile. Click-to-call buttons everywhere.
Post regularly about emergency availability: “Furnace out? Locked out? We’re standing by.”
Consider a separate emergency phone line if you do both emergency and scheduled work.
Real example: Tommy’s Locksmith was getting crushed by big corporate services. His Google profile looked like an afterthought – generic photos, basic info, buried phone number.
Week 1: Put “24-Hour Emergency” right in his business name and emphasized availability everywhere. Week 2: Posted videos of him picking locks and cutting keys. Week 3: Asked emergency customers to mention response time in reviews. Week 4: Made his phone number huge and obvious.
Three months later: #1 for emergency locksmith and more work than he can handle. Had to buy a second truck.
Stop Overthinking This
Pick your business type. Do the plan. Don’t modify it, don’t skip parts, don’t wait for the “perfect time.”
These work because they focus on what actually matters for each industry. Restaurants need food photos. Doctors need credentials. Lawyers need expertise proof. Emergency services need availability.
Four weeks from now, check your rankings. You’ll be surprised what happens when you stop fighting against how Google understands your industry.
Do the work or stay stuck. Your choice.
Measuring Success in Your Industry
Alright, so you’ve done the work. Four weeks later, you’re probably wondering “did any of this actually matter?”
Here’s the thing – most business owners track the wrong stuff. They obsess over their Google ranking position like it’s the stock market, but ignore whether they’re actually getting more customers. Or they celebrate getting more website clicks but don’t notice that nobody’s calling.
Different industries need to track different things because success looks different for each type of business. A restaurant that gets lots of direction requests is winning. A lawyer who gets lots of direction requests? That’s weird – people don’t usually just show up at law firms.
Let me break down what actually matters for each type of business, because I’m tired of getting calls from clients celebrating meaningless metrics.
What Restaurants Should Actually Track
Direction Requests – This is your bread and butter When people look up your restaurant and immediately ask for directions, that’s pure gold. They’ve decided to come eat before they even see your website.
I track this for all my restaurant clients. Good restaurants see direction requests make up 40-60% of their total Google Business Profile actions. If yours is lower, your photos probably suck or your menu info is confusing.
Carlos (the taco guy I mentioned earlier) went from maybe 20 direction requests per week to over 100 after we fixed his photos and menu. Same location, same food. People just finally knew what he offered.
Phone Calls During Business Hours Restaurant phone calls during operating hours usually mean reservations or takeout orders. Both are good.
But here’s what’s weird – if you’re getting tons of calls asking about your hours or menu, that means your Google info is incomplete. People shouldn’t have to call to find out if you’re open or what you serve.
Photo Views and Clicks For restaurants, photo engagement is huge. If people are clicking on your food photos, they’re interested. If they’re not, your photos aren’t appetizing enough.
Check your Google Business Profile insights monthly. Look at which photos get the most views. Those are your money shots – take more like them.
Review Mentions of Specific Food Generic reviews don’t help much. But when people mention specific dishes? That’s ranking gold.
Track how many reviews mention actual menu items versus generic “good food” comments. Aim for at least 50% of reviews mentioning specific dishes.
What Doesn’t Matter Much for Restaurants:
- Website clicks (people eat food, not websites)
- Long reading times on your about page
- Social media followers (unless they’re actually coming to eat)
What Healthcare Providers Should Track
Website Clicks and Time Spent Healthcare is different. People research doctors before making appointments. High website click-through rates and long time-on-site mean people are seriously considering you.
Dr. Martinez (the family practice guy) saw his average website session time go from 30 seconds to over 3 minutes after adding patient education content. Longer sessions correlated with more appointment bookings.
Phone Calls for Appointments Pretty obvious, but track when people call to schedule versus just asking questions. Appointment calls are what actually matter.
If you’re getting lots of “do you take my insurance?” calls, your insurance info isn’t clear enough online.
Review Quality and Length For healthcare, detailed reviews matter way more than review quantity. One detailed review about successful treatment beats ten “nice doctor” reviews.
Track average review length and how many mention specific treatments or conditions. Longer, more detailed reviews help your rankings and attract similar patients.
Search Queries People Use to Find You Check Google Search Console to see what people search for before finding your practice. Are they looking for general “family doctor” or specific “diabetes management”?
If people find you through condition-specific searches, you’re attracting patients who actually need your expertise.
What Doesn’t Matter Much for Healthcare:
- Direction requests (most people already know where they’re going for appointments)
- Photo views (people care more about credentials than office decor)
- Same-day website visits (healthcare decisions take time)
What Professional Services Should Track
Consultation Requests and Form Submissions For lawyers, accountants, consultants – people filling out contact forms or requesting consultations are serious prospects.
Track conversion rates from Google Business Profile views to consultation requests. If it’s under 2%, your service descriptions probably aren’t clear enough.
Website Traffic to Service-Specific Pages Generic website visits don’t mean much. But when people visit your “personal injury” or “business formation” pages, they’re looking for specific help.
Use Google Analytics to track which service pages get the most traffic from local search. Double down on those areas.
Review Content About Results Professional services reviews should mention outcomes, not just “great service.”
Track how many reviews mention specific results: “got my case settled,” “saved money on taxes,” “business formation went smoothly.” Those reviews attract similar clients.
Phone Calls During Business Hours Professional services calls during business hours usually mean serious inquiries. Track the ratio of information calls versus consultation requests.
What Doesn’t Matter Much for Professional Services:
- Direction requests (people make appointments, they don’t just show up)
- Photo engagement (credentials matter more than office photos)
- After-hours website traffic (professional services operate during business hours)
What Emergency Services Should Track
Phone Calls, Especially After Hours For plumbers, locksmiths, emergency services – phone calls are everything. Especially calls outside normal business hours.
Tommy’s Locksmith tracks calls by time of day. After emphasizing 24-hour availability, his after-hours calls tripled. Those are the high-value emergency jobs.
Response Time Mentions in Reviews Track how many reviews mention speed, availability, or response time. For emergency services, these reviews are pure ranking gold.
Aim for at least 60% of reviews mentioning some aspect of your speed or availability.
Geographic Reach of Customers Emergency services should track where customers are calling from. If you’re only getting calls from right next to your business, your service area info isn’t clear enough.
Repeat vs. New Customer Calls Emergency services get both emergency calls and planned maintenance. Track the ratio. Too many repeat emergencies might mean you’re not fixing things properly the first time.
What Doesn’t Matter Much for Emergency Services:
- Website time-on-site (people need help now, not information)
- Social media engagement
- Long-form content consumption
Free Tools That Actually Work
Google Business Profile Insights Built into your Google Business Profile. Shows you how customers found you, what actions they took, and which photos get viewed most.
Check this monthly, not daily. Look for trends over time, not day-to-day fluctuations.
Google Analytics If you have a website (you should), connect it to Google Analytics. Set up goals for form submissions, phone number clicks, and consultation requests.
Track which pages people visit after finding you through local search.
Google Search Console Shows you what search terms bring people to your website. Helps you understand if you’re attracting the right type of customers.
Look for trends in search queries. Are people finding you for services you actually want to provide?
Your Phone System Track call volume by time of day and day of week. Most phone systems can do this automatically.
For emergency services, track after-hours calls separately. For professional services, track business-hour consultation requests.
Monthly Review Process (Don’t Overcomplicate This)
Week 1 of Each Month: Check the Numbers Look at your Google Business Profile insights, call volume, and website traffic. Don’t analyze, just collect the data.
Week 2: Compare to Last Month Are direction requests up or down? More or fewer phone calls? Website traffic changes?
Week 3: Look for Patterns Which photos get the most engagement? What search terms bring people to you? What reviews mention specific services?
Week 4: Make One Improvement Based on what you learned, make one small change. Better photos, clearer service descriptions, updated hours, whatever.
Don’t try to fix everything at once. One improvement per month adds up fast.
Red Flags That Mean You’re Tracking Wrong Stuff
You obsess over ranking position but ignore actual business results Rankings matter, but customers matter more. If you’re #3 instead of #1 but you’re booked solid, who cares?
You celebrate vanity metrics More website visitors means nothing if they’re not turning into customers. More reviews means nothing if they’re all generic.
You change strategies every week based on daily fluctuations Local search results fluctuate. Don’t panic if you drop from #2 to #4 for a few days. Look at monthly trends, not daily changes.
You ignore phone calls and only track online metrics Especially for emergency services and healthcare – if people are calling instead of filling out web forms, that’s usually better, not worse.
The Final Word
Track metrics that actually correlate with business growth in your industry. Restaurants need foot traffic. Doctors need appointment bookings. Lawyers need consultation requests. Emergency services need phone calls.
Everything else is just distraction.
Most importantly – don’t track so much stuff that you never actually look at the data. Pick 3-4 key metrics for your industry and check them monthly. That’s it.
Your Google Business Profile should be driving real business results, not just making you feel good about meaningless numbers.
Bottom Line: Your Industry Advantage
So here we are. You’ve made it through everything I know about why Google treats different businesses differently. And honestly? Most of your competitors will never figure this out.
They’ll keep following generic SEO advice that might actually hurt their rankings. They’ll keep copying strategies from completely different industries. They’ll keep wondering why their “optimization” isn’t working.
That’s your advantage right there.
While they’re posting food photos for their law firm or writing academic papers about their taco truck, you’ll be optimizing for what actually matters in your industry. While they’re chasing meaningless metrics, you’ll be tracking what drives real business results.
I’ve been doing this for seven years now, and I still get amazed by how much business owners can improve just by understanding this one simple concept: Google knows what industry you’re in, and it ranks you based on how people actually choose businesses like yours.
The restaurant algorithm prioritizes visual appeal because people eat with their eyes first.
The healthcare algorithm emphasizes credentials because people trust their health to qualified professionals.
The emergency services algorithm weights proximity and availability because when your basement’s flooding, you need help now.
The professional services algorithm rewards demonstrated expertise because people hire lawyers and accountants to solve complex problems they can’t handle themselves.
It’s not rocket science. It’s just pattern recognition based on millions of real customer decisions.
But here’s what really gets me excited about this stuff – once you understand how Google thinks about your industry, optimization becomes way easier. You stop wasting time on tactics that don’t matter and start focusing on the factors that actually drive rankings in your field.
Remember Carlos and his taco truck? He spent two years posting random content and wondering why his rankings weren’t improving. Two hours of taking proper food photos and updating his menu descriptions, and he went from invisible to #2 for taco searches.
Dr. Martinez’s family practice was stuck in the middle of local search results despite having good reviews. Adding his credentials and creating patient education content shot him to #2 for family doctor searches within six months.
Tommy’s Locksmith was getting crushed by corporate competitors until he emphasized his 24-hour availability and started asking customers to mention response time in reviews. Now he’s #1 for emergency locksmith services.
Same businesses, same locations, same services. They just stopped fighting against how Google understands their industries.
Your next steps are simple:
First: Figure out which industry group you belong to. Visual businesses like restaurants? Trust businesses like healthcare? Emergency services? Professional services? Convenience businesses?
Second: Audit your current Google Business Profile against the factors that actually matter for your industry type. Are you emphasizing the right things? Are you tracking the right metrics?
Third: Follow the four-week action plan I laid out for your industry. Don’t skip steps. Don’t modify it. Don’t wait for the “perfect time.” Just do it.
Fourth: Track the metrics that actually matter for your business type. Direction requests for restaurants. Phone calls for emergency services. Consultation requests for professional services. Appointment bookings for healthcare.
Fifth: Be patient. Local search changes take time. Check your progress monthly, not daily. Make one improvement per month based on what you learn.
Most importantly: Stop copying strategies from other industries. What works for restaurants can destroy law firm rankings. What works for emergency services can hurt professional service businesses.
Understand how your customers actually make decisions, then optimize for those decision patterns. Google’s algorithm will reward you for it.
The businesses that succeed in local search aren’t necessarily the ones with the best products or services. They’re the ones that understand how Google evaluates their specific industry and optimize accordingly.
Now you understand it too. Use that knowledge before your competitors figure it out.
Your rankings – and your business – will thank you for it.
Sources
BrightLocal. (2024). Local search industry survey 2024: How consumers find and choose local businesses. BrightLocal Research. https://www.brightlocal.com/research/local-search-industry-survey/
Google LLC. (2024). Tips to improve your local ranking on Google: Google Business Profile help. Google Support. https://support.google.com/business/answer/7091
Local SEO Guide. (2024). Local SEO ranking factors study: Analysis of 200,000+ businesses across ranking factors. University of California, Irvine Center for Statistical Consulting. https://www.localseoguide.com/guides/local-seo-ranking-factors/
Search Engine Journal. (2024). Local SEO ranking factors 2024: What matters most for local search visibility. Search Engine Journal. https://www.searchenginejournal.com/local-seo-ranking-factors/
Whitespark Inc. (2024). 2024 local search ranking factors survey: Expert insights on local pack and local finder rankings. Whitespark Local Search Marketing. https://whitespark.ca/local-search-ranking-factors
Ziakis, C., Vlachopoulou, M., Kyrkoudis, T., & Karagkiozidou, M. (2019). Important factors for improving Google search rank. Future Internet, 11(2), 32. https://doi.org/10.3390/fi11020032
