I understand why some big brands don't invest heavy in SEO.
-Paid ads could be printing
-Could have a killer affiliate program
-May do well with influencer marketing.
It's a whole different story when it comes LOCAL service businesses.
The keywords you want to rank for are probably wide open.
Most of your competitors don't even know what an SEO strategy looks like, let alone are investing in a good one.
Most guys I know who run service based businesses are hustlers.
They are out cold calling potential customers and knocking on doors.
These guys deserve to get one aspect of their business on autopilot, and SEO can provide just that.