Verticals: industry-specific SEO and AI search work

Most agencies sell SEO horizontally, same playbook for every client regardless of vertical. We don’t. Different verticals have different buyer behaviors, different AI engine usage patterns, and different content moves that work.

The three verticals below are where we’ve shipped measurable organic growth with named clients. Each page describes what works in that vertical, links to the case study showing the numbers, and explains how the work differs from the generic SEO playbook.

The three verticals

Personal injury law firms, high local intent, bilingual content opportunities, practice area schema, Person schema for attorneys. Case studies: El Gringo Law (632% organic impression growth) and Wood Injury Law.
Mortgage CRM and mortgage SaaS, B2B SaaS playbook with specific mortgage industry overlays. Loan officer audience, comparison content, technical product positioning. Case study: BNTouch (100 organic form submits in 90 days).
B2B SaaS, productized SEO for B2B SaaS companies in the under-50-employee range. Schema, comparison content, AI citation, conversion optimization on commercial pages.

Verticals we’re not the right fit for

Honest list. We won’t take engagements in these verticals because the work shape doesn’t match what we do:

E-commerce / DTC consumer brands (different content economics, paid social drives more than organic)
Hyperlocal services with one location (Google Business Profile work matters more than schema)
Enterprise software at $100K+ ARR (procurement-shaped vendor expectations we can’t meet)
Healthcare regulated content (HIPAA and FDA constraints we’re not set up for)
Crypto and adult industries (Bing and Google policy restrictions on advertising)

If you’re in one of those verticals, we’ll point you to someone who can help.

Why vertical specialization matters in AI search

Three reasons.

AI engines cite differently across verticals. Law firm queries get cited mostly from law firm websites and bar association directories. SaaS queries get cited mostly from vendor pages, G2/Capterra, and comparison content. Knowing which surfaces matter for each vertical changes the work order.

Buyer behavior differs sharply by vertical. A law firm buyer (someone in an accident looking for an attorney) searches very differently from a SaaS buyer (a marketing leader comparing CRMs). The optimization moves that work for one don’t translate.

Vertical-specific schema matters. LegalService schema works for law firms. SoftwareApplication schema works for SaaS. Using the wrong type underperforms by 20-30% in our testing even when everything else is right.

If you’re in a vertical we cover, the fit call gets specific about what works in your market.

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