How does your industry perform in the world of SEO and social media?

Digital360 on 22 September 2017

Should you invest your resources into social media? Or an SEO campaign to boost your search engine rankings? It's a question that many companies face when they dive into digital marketing. The answer depends on your industry, where your customers can be found, and what they expect from you.

In a perfect world, every business would have the resources to devote an equal amount of time to both. But the reality is, a successful campaign is a full-time commitment – and some companies don't quite have the resources to get the maximum results from each one.

Not sure which strategy is right for your business? Check out our SEO and social media industry guide to learn about the methods that are getting real results.

Computer hardware

Computer hardware brands have a wide crossover appeal for consumers and B2B customers. Some examples include the video gaming industry, applications in A.I, commercial offices, engineering, medicine, machinery and space.

For social media, computer hardware brands have the second-largest median total social media audience of 1.7 million followers. By providing a wide range of content such as videos, infographics, contests, product launches, and articles – computer hardware has been successful in keeping audiences engaged on social media.

When it comes to SEO, computer hardware brands rely on original, keyword-rich content like articles, blogs and product descriptions to increase their search engine rankings. Overall though, audiences seem to find computer hardware brands first and foremost on social media.

Effective SEO strategies: Keyword-rich articles and product descriptions.

Best social media platforms: Facebook and Instagram.

Aerospace and defence

The aerospace and defence industry has been aware of the positive impacts of social media for some time. As far back as 2012, many leading defence industry professionals were optimistic about adopting social media as part of their marketing strategy.

Their predictions were correct. The aerospace and defence industry has a total median audience of 142,000 followers on LinkedIn, along with a strong representation on other platforms like Instagram, Facebook and Twitter.

Aerospace and defence experts feel that social media has helped the industry:

  • Increase brand awareness
  • Recruit new members
  • Be recognised as industry leaders
  • Cut costs on marketing
  • Build positive relationships with journalists and the media

Overall, reshaping the image of the aerospace and defence industry has been largely due to the influence of social media.

Effective SEO strategies: Original and key-word rich content

Best social media platforms: Instagram and Facebook


Wholesalers are in the unique position where they can target local and international customers seamlessly. Whether they sell online or in-store, wholesalers have the freedom to configure their SEO and social media efforts based on the needs of their industry.

For example, a wholesaler with multiple locations can start a local SEO campaign to target the different regions where they can be found. By targeting keywords for products that consumers are searching for, wholesalers can write keyword-rich product descriptions and web copy to boost their search engine rankings. If certain keywords are too hard to rank for organically – a PPC marketing campaign can maximise reach even further.

While wholesalers don’t see quite the same return on social media, many companies have success on Instagram and Facebook. Both of which are effective in promoting brand awareness and complementing their SEO strategies.

Effective SEO strategies: PPC marketing and local suburb campaigns

Best social media platforms: Instagram and Facebook


The construction industry has a wide appeal to consumers and business customers alike. Whether you’re building your first home or renovating a commercial premise – customers are always looking out for construction companies in their local area and abroad.

On social media, the construction industry has a strong presence on LinkedIn with a median of 120,000 followers, and an average engagement ratio of 24.69 on Instagram. Visual mediums like Instagram are particularly good platforms for construction businesses, as they can showcase the transformation from the start of a project to the final product.

With no shortages of construction companies across the country, an SEO strategy built on engaging and keyword-rich content will give businesses a competitive advantage when targeting their local neighbourhoods.

Effective SEO strategies: PPC marketing and local suburb campaigns

Best social media platforms: Instagram and LinkedIn

Professional services

From doctors to lawyers, accountants and IT support – as long as people and businesses want to improve themselves, service businesses will always be in demand.

For this reason, a healthy combination of SEO and social media will guide any professional service industry in the right direction

Consumers and businesses regularly head to Google to find articles on the key benefits of certain services, industry trends and topics. Keyword-rich articles and blog posts can help a service company boost their search engine rankings tremendously, as long as the content is relevant and engaging the right audience.

Positive reviews on local market places like Yelp can also help professional services get more enquiries from interested customers.

Instagram is the most effective channel for professional services, with an average engagement ratio of 10.61. Companies like Cisco regularly post a range of video content, photographs, animations, quotes, and the latest industry news.

Effective SEO strategies: Keyword-rich articles and blog posts

Best social media platforms: Instagram and Facebook

Looking for digital marketing advice?

Talk to a digital marketing expert for advice on the right channels for your industry.