SEO for Service-Based Businesses: What You Actually Need To Know
If you sell services—like design, coaching, consulting, or therapy—search engine optimisation (SEO) helps your site show up when people are ready to buy. But many service-based businesses waste time on the wrong tactics.
Here’s what actually matters for local, small service providers.
1. Start With Google Business Profile
Set up a Google Business Profile if you haven’t already. This is critical for showing up in local searches and Google Maps.
Example: if someone searches “web designer Central Coast,” your business has a better chance of appearing in the map pack with a completed listing, client reviews, and your website linked.
Optimise it by:
Adding accurate categories
Including a service area
Uploading photos
Collecting reviews
This builds trust and boosts visibility—especially on mobile.
2. Use Keywords That Match What Clients Search
SEO starts with knowing what your audience types into Google. Service-based businesses benefit from long-tail, location-based keywords.
Instead of just “coach,” aim for:
“Career coach for creatives Sydney”
“Trauma-informed therapist online Australia”
“Squarespace website design for artists”
Use these naturally in:
Page titles
Meta descriptions
Service pages
Blog posts
Alt text on images
Try tools like Ubersuggest or Google Keyword Planner to find real search data.
3. Structure Your Website for Humans (and Google)
Make your site easy to navigate. Use one page per service (not one big list). Each page should have:
Clear H1 tag (e.g. “Website Design for Coaches”)
300–500+ words of content
Calls to action (“Book a call”, “Get a quote”)
Internal links to other pages
Google reads structure. Use header tags (H2s, H3s) and short paragraphs to help it understand your content.
4. Write Local, Useful Blog Content
Content marketing still works. It shows your expertise and builds trust. It also gives search engines more context about your niche.
For example, if you're a nutritionist on the Central Coast:
“Meal Planning Tips for Busy Families in Gosford”
“How to Choose a Local Dietitian That Fits Your Goals”
Mention local terms, suburbs, client pain points, and industry language.
Blog posts also give you shareable content for newsletters and social media.
5. Don’t Ignore Technical SEO
You don’t need to be a developer, but make sure:
Your site loads fast (Test here)
It’s secure (has HTTPS)
It works on all devices
Each page has a unique meta title and description
You’ve submitted a sitemap to Google Search Console
These basics help your site get indexed and ranked.
Final tip:
SEO for service-based businesses is less about volume, more about relevance. You don’t need 100k visits—you need the right people to find you and take action.
