A silver laptop displaying Google’s search engine page.

Must-have elements of SEO strategy for service-based businesses

A silver laptop displaying Google’s search engine page.


Must-have elements of SEO strategy for service-based businesses

In the digital age, few marketing practices have seen as much attention and devotion as Search Engine Optimization (SEO). As a series of practices that aims to rank content in search engines, it boasts undeniable potential. Still, SEO is an extremely deep subject for multiple reasons. From its reliance on Google’s 200+ranking factors to its long-term nature, it can certainly dismay the uninitiated.

Indeed, measuring SEO Return on Investment (ROI) is notably difficult, and not all SEO endeavors fit all businesses equally well. Thus, let us use this article to delve into fundamental, must-have elements of SEO strategy for service-based businesses specifically.

How service-based businesses differ as regards SEO

The fundamentals of SEO are identical between service-based and product-based businesses. They are, after all, aligning their websites and content with the same search engine criteria. Thus, where they differ lies in how they approach SEO and where they focus on. In this specific dichotomy, the difference lies in what they’re selling; intangible services versus tangible objects.

Simplifying the difference for text economy, then, product-based businesses can often rely on impulsive purchases from broad audiences. That is, their content marketing strategies can rely more on eliciting emotional responses from a wider customer pool. In contrast, service-based businesses address more specific audiences, which are typically better-informed on, and more engaged with, their service. Thus, they need to emphasize service quality, sometimes rightfully sacrificing tone for substance. Moreover, they need to leverage social credit comparatively more, as customers seek intangible, often long-term or subscription-based services.

In-house SEO versus hiring an SEO specialist

The aforementioned differences aside, a final factor for both to consider is who will handle SEO. DIY SEO does have benefits, such as lesser upfront costs and businesses acquiring first-hand knowledge. However, SEO does have a steep learning curve, and early mistakes can have long-lasting consequences regarding ranking and revenue. Thus, while the final choice will depend on you, service-based businesses do have more incentives to hire outside help. However, should you do so, due research to choose the perfect person for the job is highly advisable. After all, not all professionals are equal, and your unique needs must be met in full from the start.

A tablet on a desk displaying a pie chart dubbed “traffic sources overview”.
If implemented correctly, SEO will generate notable traffic for any business website.

Must-have elements of SEO strategy

Now, with the above context in mind, we may explore must-have elements of SEO strategy for service-based businesses. Throughout most of its history, SEO has delved into 3 key areas of focus:

  • On-page SEO
  • Off-page SEO
  • Technical SEO

None of these subsets are of lesser importance, for service-based businesses or otherwise. Thus, we’ve gathered 2 elements from each subset that should deserve your attention.

1. On-page SEO

On-page SEO delves into on-page elements, as the name implies. These include images and videos, Call to Action buttons (CTAs), and others. The two most crucial aspects of it are, arguably, content itself and CTAs.

Quality content

It’s not entirely uncommon for service-based businesses to forego content marketing altogether, even if at the cost of additional traffic. For those that do not, content quality is still a profound subject that would warrant its own article. We may, however, consolidate the fundamentals down to the following:

  • Factual accuracy. Your content should strive to be as factually correct as possible.
  • Visual appeal. Your content should be digestible and enticing. Consider white space, visual elements, and other factors that affect visual appeal.
  • Your content should address your audiences’ interests and satisfy their search intent. Consider your choice of keywords to make your content relevant to your audiences.
A woman in a pink dress using a laptop.
Content quality will determine audience engagement, in turn affecting both search engine rankings and conversions.

Clear, alluring CTAs

For all its quality, your content should still facilitate conversions. It does so through CTAs, which are the primary focus of Conversion Rate Optimization (CRO). This, too, is a very deep subject, whose basics we may distill down to the following:

  • Visibility and readability. Ensure your CTAs are always visible, and other on-page elements do not distract from them. At the same time, ensure your choice of font makes them easily readable.
  • CTAs that incite urgency or suggest exclusivity typically function better. Consider countdown timers and exclusive offers in this regard.
  • Multiple CTAs may induce choice fatigue and hamper conversion rates. Thus, consider limiting each landing page to a single CTA.

2. Off-page SEO

Unlike on-page SEO, off-page SEO addresses off-page activities such as social media promotions. Among must-have elements of SEO strategy for service-based businesses, it encapsulates backlinks and reviews.


Backlinks are links to your content from external sources. SEO-wise, they help enhance your page authority (PA) and domain authority (DA), boosting your ranking efforts. Practically, they generate referral traffic and help build trust – which is crucial for service-based businesses, as highlighted above. To build a healthy backlink strategy, consider the following:

  • Content quality and promotion. Producing impeccable content will naturally generate backlinks through cross-channel promotion. Consider the skyscraper technique in this regard.
  • Branded mentions. You may scout the internet for unlinked branded mentions to claim backlinks, without additional effort.
  • Backlink type balance. A healthy balance between Follow and NoFollow backlinks is advisable. Google values natural-looking backlink profiles, and both types generate traffic.


Similarly to backlinks, reviews are excellent social credit – especially for service-based businesses, whose audiences examine them carefully. They also affect such practices as local SEO, so you may address them in such ways as the following:

  • Elicit reviews across channels. You may do so through social media posts, popups, and so forth.
  • Feature them prominently. Most customers value reviews highly, so feature them prominently on your testimonials page.
  • Respond to them. Many bad reviews may be withdrawn if you can address their grievances, so always try to do so. It will also reassure other customers of your professionalism.
A man in a black suit pointing at a 4/5-star review.
Reviews serve as excellent social credit, assuring customers of your services’ quality.

3. Technical SEO

Finally, technical SEO ensures your website’s technical health, as the name implies. While it’s less complex by comparison, it is by no means any less significant. Two among its most notable subjects are sitemaps and breadcrumbs.

XML and HTML sitemaps

In brief, XML sitemaps are reserved for search engine crawlers, allowing them to index your pages. In contrast, HTML sitemaps are visible to human visitors and help facilitate easier navigation to your site. Healthy SEO requires both, so you should:

  • Provide Google with an XML sitemap. While it can be a challenging process, third-party tools and such WordPress plugins as Yoast SEO can offer immense help.
  • Provide your visitors with an HTML sitemap. Fortunately, creating HTML sitemaps is the easier process of the two, as SEMrush explains.


Finally, breadcrumbs offer visitors a small text path at the top of pages that immediately tells them where they are. They are immensely useful for both search engines and visitors, as they consolidate content hierarchy and ease navigation, respectively. Fortunately, there are multiple third-party tools to help you implement them, such as the aforementioned Yoast SEO plugin. For service-based businesses, there are two main breadcrumb types to consider and choose between:

  • Hierarchy-based breadcrumbs. These follow visitors’ journeys from your homepage to subsequent pages and reflect your site’s hierarchy.
  • History-based breadcrumbs. In contrast, these reflect your visitors’ journey paths chronologically. Notably, you may also combine the two.


To summarize, there are must-have elements of SEO strategy for service-based businesses across all SEO subsets. For on-page SEO, content quality and pristine CTAs are crucial, as they entice visitors to convert. For off-page SEO, backlinks and reviews are invaluable, as they generate traffic, build trust, and serve as social credit. Finally, for technical SEO, sitemaps and breadcrumbs ensure technical health and cater to both search engines and visitors. These are, of course, only some of the fundamentals of SEO, but we do hope this list served as a helpful starting point for your future research.



Types of Google ranking drops and how to handle them


Types of Google ranking drops and how to handle them

When was the last time you checked the second page of Google results? If you’re anything like most people, the answer is probably somewhere between never, and so long ago I don’t remember. We assume the most relevant results are the ones that Google gives priority to. This is why as much as 30% of traffic goes to the top-positioned result, so that is the place you want your website to be! But what happens when you achieve that position and then lose it? How is that even possible? Why do Google ranking drops happen? And more importantly, how do you fix them?

Sometimes, Google ranking drops are caused by unpredictable developments out of your control

Unfortunately, search engine optimization is not the most straightforward and exact science. Hard-and-fast rules are rare – most of the time, we’re talking about guidelines, advice, and best practices. This is in large part because your Google ranking doesn’t just depend on you. It will sometimes change due to factors out of your control (such as the behaviour of other web administrators and users).


Outranked by a competitor

Sometimes, you do everything right, and you still fall on the search results page. This is, of course, because you are not the only one optimizing your website. Your competitors will be doing the same thing. And sometimes, they are simply better at it than you are. This causes them to climb up in the search results and your website to fall behind.

  • What to do: First, check whether the drop is for specific keywords or across the board. If it’s only for certain pages, this isn’t a problem. But if the same competitors are overtaking you for multiple keywords, you should look into what they’re doing differently. Are there any website updates they’re implementing? Specific practices for content optimization? Whatever it is, you should probably try doing it as well.

User behaviour

It’s questionable how much user behaviour directly affects SEO rankings. However, metrics of that behaviour such as bounce rates and time-on-site certainly play a role. When users start behaving differently en masse, you might see a change in rankings because people are searching for and choosing relevant content differently. A few years ago, for example, you could get away without listing your business on Google Maps. But these days, Google Maps is a fundamental app for finding local businesses, and without a profile on it, your positioning will be much worse.

  • What to do: If you notice your click-through rates are down, the reason might be the changes in user behaviour. You should invest in some updated market research and see what your users are looking for and how right now. Then, adjust your marketing strategy to those changes.

Backlink losses

SEO isn’t just about your own content; it includes both on-page and off-page practices. This means that sometimes, what other people do with their websites can have an impact on yours. If you have backlinks on another page and that page suddenly stops linking to your site, you’ll lose SEO points.

  • What to do: Follow the status of your backlinks using tools like SEOSpyGlass. The sooner you notice something is wrong, the easier it’ll be to contact the site’s web administrator and resolve the issue with them to re-implement your backlinks.

Sometimes, the search engine itself is the reason for Google ranking drops

Google and other search engines are continually evolving. To provide users with the best possible experience, they are often changing things up and introducing new search parameters. Depending on the scope of these changes, they can have severe effects on your rankings.


Algorithm changes

Tweaks and updates to algorithms are just what Google does. Often, they won’t significantly impact your rankings, but some significant changes will. And unfortunately, there is not much you can do about it. You can’t predict or prevent algorithm changes or their effects. The best you can do is follow the news of when they happen and adjust your SEO practices to the new normal.

Updates to the search engine results page

Similar to algorithm changes, changes to the search engine results page are unpredictable and inevitable. Google will do what it can to make searches easier for users, adding rich snippets, lists, and FAQs. You will simply need to adapt. Luckily, serious changes to the SERP are pretty rare.

Sometimes, your own choices are to blame for Google ranking drops

While your SEO ranking does depend on the actions of others, your actions are still vital to your positioning. Most of the time, your SEO practices help your website climb on Google results – after all, that’s why you optimize your content. But there are times when what you do can cost you.

Manual penalties due to poor SEO practices

There are a lot of ways to practice search engine optimization. Some of them, specifically those that negatively impact user experience, are frowned upon by Google. We call those practices grey hat and black hat SEO. These include link spamming, plagiarism, unnatural backlinks, unnecessary redirections, and more. If Google figures out you’ve been engaging in this, your rankings can drop by tens of positions.

  • What to do: Rely on white hat SEO only, and you’ll avoid being penalized!

Site changes

Any major change to your website will cause a fluctuation in ratings, even if it’s a necessary one. Redesigning, reorganizing, and switching from HTTP to HTTPS URLs can all negatively affect your rankings. Updates like this can affect everything from website speed to link structure. And even a minor misstep in this process can be catastrophic for rankings.

  • What to do: Google Search Console (under Index>Coverage) will show you what exactly the problem is. You can then opt for one of two options: either restore an older version of your website or keep the update but fix the issue (the choice will depend on the issue and the importance of the website update).


Mobile optimization

With the constant developments in technology, the way we access the internet has changed. In recent years, more and more people have started using mobile devices for their online activities. This has caused Google to prioritize those pages that work better on mobile (especially when the search is being performed on such a device). If your website is not optimized for mobile use, this can hurt your rankings; when a competitor optimizes for mobile, they’re likely to overtake you. Luckily, the solution is simple: optimize your website for mobile devices, and you’ll have no issues.

Google ranking drops are not always what they seem – check the accuracy of your data before you panic

It’s imperative to be able to identify actual Google ranking drops because your Google position isn’t always constant. It’s perfectly normal to have (minor and temporary) ups and downs in rankings. This is so common that it even has a name – the Google dance. So make sure that the changes you’re seeing are both profound and more permanent before you embark on a pointless crusade of fixing issues that aren’t there.

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Your Perfect Phone Case Based on your Ideal Holiday Location


Your Perfect Phone Case Based on your Ideal Holiday Location

Have you been in the marketplace for a brand-new phone case (thikes kiniton) just recently? Permit us to match you with the perfect phone case based on your ideal holiday location.

Your desire trip states a lot about you. It’s a sign of your character and also taste in adventures. For the restless tourist, we’ve assembled a listing of ideal holiday locations as well as coupled a free phone case with each of them.

Beautiful Teal Blue Sea-glass Phone Case

This South Pacific Island, Bora Bora is at the top of a great deal of tourist’s dream destination. Below, there are several activities in which you can participate. These include snorkelling and discovering various beaches and also lagoons.

Get this beautiful phone case prior to reserving your aircraft ticket! Its exciting blue shade matches the crystal-clear water you’ll be seeing on your holiday. This case will aid you hold on to your phone as you’re taking Instagram-worthy shots.

The Out of This World Astronaut Phone Case

Have you constantly been a little a nerd? Does a more education-centric getaway sound right for you? Possibly you’ve constantly wished to relive your childhood dreams of becoming an astronaut. Well, it’s time to endure your youth desires and also learn something, as well! The Kennedy Space Center is a hot visitor area. It’s both entertaining and also instructional. You can learn everything about the history of aerospace explorations and research study.

Make your method to this getaway with the Out of This World Astronaut case. It has a stunning style of stencilled astronauts coupled on a black history. While you’re discovering all that the Kennedy Space Center needs to offer. These room adventurers will certainly exist to secure your phone from drops and tumbles.

Burnt Orange Flower Phone Case

Do not let the Netherlands’ red, white, and blue flag fool you: this country is everything about orange!

The Netherlands adopted orange as its national shade due to the color’s royal relations. As you’re checking out the Van Gogh Museum as well as Dam Square, you can assimilate with the locals. Shaking this beautiful orange accessory will certainly let you lug some Dutch satisfaction around with you.

Cactus Patterned Clear Phone Case

Is a desert trip up your alley? The Atacama Desert lets you get away reality momentarily. You can mountain bicycle and breeze photos of this desert’s flamingos, llamas, and various other wild animals.

Sporting activity some of this plant life on your phone case. It’s put on with cute animation cacti that will offer defense to your phone while you’re off adventuring.

Holographic Metallic Stained Glass Marble Phone Case

While you’re discovering the rich background of the Vatican City, carry about some contemporary art in your pocket! This case’s magnificent design takes on the jobs of Michelangelo and also Perugino.

Don’t worry! Despite its appearances, this product does not ruin like glass. In fact, it safeguards your phone from the highest possible of decreases! Take the jump and also take place your desire trip! Take into consideration bringing among these phone instances along to accompany you on your experiences!

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What is Search Engine Optimisation?


What is Search Engine Optimisation?

Internet Search Engine Optimisation (Search Engine Optimization) is a technical, analytical as well as imaginative procedure to boost the exposure of an internet site in search engines. The primary function of SEO is to drive even more unpaid valuable web traffic to a site that converts into sales.

The complimentary SEO ideas you will certainly continue reading this web page will certainly help you produce an effective Search Engine Optimization pleasant web site yourself.

I have almost two decades experience making web sites place in Google. If you require optimization services– see my SEO appointment solution, website migration solution, SEO audit or local business SEO solutions.

Search engine optimization, or Search Engine Optimization, is incredibly important for online marketers. When you optimize your website– including your article– you’re making your website extra visible to people who are entering keyword phrases connected with your service or product by means of internet search engine like Google.

Yet does your blog site web content truly aid your business organically rank on search engines?

Blogging assists boost Search Engine Optimization top quality by placing your web site as a relevant response to your clients’ concerns. Post that particularly utilize a variety of on-page Search Engine Optimization methods can offer you a lot more chances to rate in online search engine and also get customers to visit your website.

Although it’s clear blog material does add to your Search Engine Optimization, Google’s algorithm updates can make this complicated. And also today’s Search Engine Optimization best practices are all about relevance and also intent.

So, when it comes to your blog site, exactly how do you recognize what matters and also what does not? What are today’s blog site ranking methods, as well as what’s thought about “traditional”? How can you keep everything directly?

Keep analysis– I’ll describe.

Click here to download our complimentary guide on how to increase your blog web traffic and also leads.

Simplifying SEO

Complication is a common concern dealing with digital material online marketers– and we intend to help. In this message, we’ll cover how to optimize your post for the keywords you respect, in addition to a couple of various other optimization strategies you ought to bear in mind.

Enhancing your article for key phrases is not regarding including as many keyword phrases right into your blog posts as feasible. Nowadays, this in fact harms your Search Engine Optimization since online search engine consider this search phrase stuffing (i.e., including key phrases as high as possible with the sole function of ranking extremely in natural search).

It additionally does not produce a good reader experience– a ranking variable that online search engine now prioritize to ensure you’re responding to the intent of your site visitors. Therefore, you must make use of search phrases in your content in a way that does not feel abnormal or required.

A good guideline is to focus on one or two long-tail key words per blog post. While you can make use of more than one keyword phrase in a solitary article, maintain the emphasis of the message slim sufficient to enable you to spend time enhancing for just one or two keyword phrases.

You may be questioning: Why long-tail search phrases?

These much longer, commonly question-based search phrases maintain your post focused on the details objectives of your target market. For example, the long-tail keyword “exactly how to write a blog post” is far more impactful in terms of Search Engine Optimization than the brief keyword “blog post”.

Internet site visitors browsing long-tail key words are more likely to check out the entire message and then look for even more details from you. To put it simply, they’ll aid you produce ideal kind of web traffic– site visitors that convert.

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