When you’re seeking to get your brand ranking higher in the search engine rankings for popular and relevant queries, it’s crucial to ensure it isn’t just your website’s homepage that features prominently. Indeed, a given searcher’s purchase intent is likely to be higher when they’re on the lookout for particular services.
The service pages on your website are therefore an imperative part of the search engine optimisation (SEO) equation for your brand.
Let’s, then, look at some simple ways to bolster your service pages’ visibility in the likes of Google and Bing. That way, you’ll be able to better capture those would-be customers who are especially eager to buy straight away.
Optimise your service pages with local search in mind
If your business is the kind that provides services on-site for mostly local customers – a garage offering MOT tests, for instance, or a local coffee shop – then it makes sense to optimise your service pages to ensure they rank strongly in front of local audiences.
As for exactly how you do this, your approach will depend on the situation for your own business – for example, whether you provide services in one location or multiple locations.
When a business operates in just one area – such as a particular part of Manchester in the UK – it has the luxury of optimising all of its service pages to attract potential customers in this area of the city.
As for those firms that are present in several locations – such as Manchester, Leeds and Liverpool – one strategy could be to have a service page as a top-level page, and then include location pages for each of these areas as subpages.
Incorporate internal links into service pages
How many links do you have from other parts of your site to your service pages? Are you linking to your service pages from your blog posts, for example, or even maybe from the ‘About Us’ page?
It’s important to build internal links to your service pages for quite a few reasons. First of all, having a lot of these links helps search engine spiders to make sense of the structure of your site, which assists in getting those pages ranking well.
And secondly, this practice helps distribute link equity to your service pages. This is a key consideration, given that it can be tricky to earn inbound links to the services sections of your website. But if you have a popular blog post that has a lot of inbound links, and this links to a service page or two, some link equity will be passed along to those pages.
Include FAQs on each service page
A ‘Frequently Asked Questions’ section on a service page can have a number of SEO benefits. One of these is the opportunity it gives you to target more specific longtail keywords than you might have an obvious chance to promote in other areas of the service page. After all, FAQs sections are all about getting specific about some of the questions customers of yours may have.
Furthermore, a well-written FAQs section could help your brand to capture featured snippets or entries under the ‘People also ask’ section of Google’s search results pages. These, again, are sections that focus on specific queries your target consumers might conceivably type into a search box.
Are you eager to elevate your brand’s online presence through the rest of 2021 and beyond? If so, the team at Jumping Spider Media would be pleased to discuss how our wide-ranging search engine optimisation and other online marketing services could aid your business’s growth.