How Service-Based Businesses Can Grow With SEO

When people need a plumber, accountant, or internet provider, they usually start with Google.

If your business doesn’t appear in the first results, chances are they’ll call a competitor. That is why SEO for service-based businesses is so powerful. It helps you get seen where it matters most.

In this article, I’ll explain why SEO is vital for service providers and share practical strategies you can apply today.

At the end, you will find a quick-win checklist you can put into action straight away.

Why SEO matters for service-based businesses

Most customers now search online before hiring a service. In fact, 68% of online experiences begin with a search engine according to BrightEdge research.

If you’re a service-based business, this means visibility on Google is no longer optional, it is essential.

Unlike retail, service-based businesses often operate in a defined area. This makes local SEO especially important.

Optimising for suburb or city-based keywords, such as ‘electrician Newcastle’ or ‘accountant Parramatta’, allows even small operators to compete with larger companies.

The best part is that SEO delivers long-term value. While paid ads stop showing the moment you stop paying, a well-optimised website keeps bringing leads month after month.

Build strong service pages on your website

Many service businesses make the mistake of lumping all their services onto one page. Google struggles to rank this type of content.

A better way to do it is to create dedicated service pages.

For example, a plumbing business should have separate pages for ‘blocked drains’, ‘hot water repair’, and ‘bathroom renovations’.

Each page should:

Explain the service using plain English.
Answer common customer questions.
Include location keywords naturally.
Feature a clear call to action, such as ‘Book a plumber today’.

This structure helps search engines understand what you do and ensures customers find the exact service they are searching for.

Publish content that answers client questions

Content marketing is a powerful tool for service providers. Blog posts, FAQs, and guides not only boost SEO but also show that you know your trade.

Think about the questions your clients ask most often.

If you are an accountant, it might be…

‘What expenses can I claim as a sole trader?’.

If you are a cleaning company, it could be…

‘How often should I get my carpets professionally cleaned?’.

Publishing answers to these questions helps you rank for long-tail searches and may even land you a Featured Snippet, the quick answer box at the top of Google.

Did you know?

A 2022 study from EngineScout shows featured snippets get approximately 35.1% of all clicks.

Improve your site speed and user experience

Even the best content will not convert if your site is slow or hard to use. Google research shows that when page load time increases from one to three seconds, the chance of a visitor bouncing rises by 32%.

Make sure your website is mobile-friendly, loads quickly, and has clear navigation. Service businesses often lose enquiries because their visitors can’t find contact details or booking forms.

Some of this work can get a bit tricky, so it may be best to ask an expert web developer to help out.

I suggest keeping your phone number and enquiry button visible on every page.

Leverage reviews and local backlinks

For service-based businesses, trust is everything. Online reviews and backlinks from local organisations signal credibility to both customers and Google.

Encourage satisfied clients to leave reviews on your Google Business Profile. Responding to reviews also helps, as review engagement is one of the strongest drivers of local pack visibility.

Backlinks can come from referral partners, local directories, or community sponsorships. They’re not all created equal!

A single link from a local chamber of commerce or trade association can be more valuable than dozens of low-quality links.

SEO results in action

National services page

Swoop, a leading internet provider in Australia, wanted to capture growing search demand around the national nbn speed upgrade.

Customers were actively searching for information about the changes, yet many providers hadn’t updated their content.

We created a dedicated ‘nbn speed upgrade’ page, which you can view here: https://www.swoop.com.au/nbn-speed-uplift/

This is what we did:

Wrote in a clear, customer-focused copy that explained the upgrade in plain English.
Incorporated trending keywords such as nbn speed upgrade, nbn plan upgrades, and free nbn upgrade.
Structured the page with SEO-friendly headings, FAQs, and internal links to relevant plan pages.
Added strong calls to action, encouraging customers to compare plans and sign up.

The results were powerful.

Within a week of going live, the nbn speed upgrade page began ranking prominently on Google, securing page-one visibility for high-volume search terms.

It not only attracted new visitors but also positioned Swoop as a trusted authority on the changes, guiding customers through their options.

Locally-based search terms

Randle & Taylor Barristers and Solicitors, an established Adelaide law firm, wanted to expand their online reach and attract more local clients seeking help with wills and estate disputes.

One keyword we targeted was ‘how to contest a will’ and the local variations ‘how to contest a will in South Australia’.

To capture this search volume, we created a locally focused article. You can view the article here: https://randletaylor.com.au/blog/how-to-contest-a-will-in-south-australia/

The content was carefully optimised to balance both SEO and client value, in the following ways:

We targeted local keywords such as contest a will in South Australia, contest a will SA, and Succession Act SA.
Searcher intent was met by providing clear, step-by-step guidance on who can make a claim, the legal grounds, time limits, and what the court process involves.
Authority and trust were built by referencing South Australian legislation (Succession Act 2023) and showcasing the firm’s two decades of experience in estate disputes.
Calls to action encouraged readers to seek advice early and offered an initial consultation.

The result was strong local visibility. The blog now ranks prominently for SA-based will contest searches, appearing above interstate competitors that lack local expertise.

This example shows how locally optimised, intent-driven content not only improves search rankings but also builds credibility and converts search traffic into real client enquiries.

These are both clear examples of how optimising content around search terms can quickly deliver results.

SEO for service-based businesses is one of the most cost-effective ways to attract new clients. By optimising your website, publishing content that answers client questions, and building trust through reviews and backlinks, you can get better visibility online.

Use the quick-win checklist below to take your first steps. Even small improvements today will compound over time, helping you build a steady flow of enquiries tomorrow.

Quick-win SEO checklist for service-based businesses

If you want to get started today, focus on these first steps:

Claim and optimise your Google Business Profile with complete details and photos.
Create dedicated service pages for each of your main services.
Add suburb or city-based keywords to your titles and headings.
Publish one helpful blog post or FAQ each month.
Encourage happy clients to leave Google reviews and respond to them.
Track your results with Google Search Console and Google Analytics.

Marshall Thurlow is Director and Founder of Orion Marketing Pty Ltd. He is a digital marketer with expertise in SEO, website design, content marketing, and project management.