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Small Business SEO And The Art of the ‘Service’ Page

Small business SEO is a fairly straightforward affair as far as SEO is concerned. You have a page, you have some keywords you’ve researched, and you optimize the page so that it ranks well for those keywords. Everyone’s pretty familiar with the first step — but what do you do when you’ve optimized for all of the keywords you can reasonably fit on your landing page?

You have to make another page, naturally. Many SEO companies will develop a specific landing page just to fit some new keywords on, but that’s inefficient and can actually penalize your page if Google decides that your ‘spare’ landing pages are low-quality or otherwise detract from the rest of your site.

Instead, we encourage small businesses to develop their ‘services’ page into a landing page. The services page is the second page seen by most surfers — they land on your landing site, they’re not quite ready to buy yet, so they look for more information. The services page is the natural selection. But there’s no particular reason you shouldn’t be promoting your services page as though it was a landing page.

Consider: the services page is where surfers go to lean about your product. That’s what your landing page is basically intended to do as well, right? Also, your services page had better have a strong call-to-action on it (just like your landing page), or you’ll lose out on people who are on the verge of a buying decision once they read about how awesome your services are.

In fact, in almost every way, your services page acts like a selling page — it just doesn’t have to have the big shiny banner and other niceties that a “normal” landing page does. It’s an optimal opportunity to expand the keywords you’re pursuing with your website’s SEO while offering your surfers a ‘shortcut’ to what they consider the important part: the answer to the classic buyer’s question “What’s in it for me?”