10 Content Types to Boost SEO for Service-Based Businesses

By Dipa Gandhi

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Service-based businesses often wonder what content can genuinely enhance their SEO efforts and attract clients. Unlike product-centric brands, service companies face unique challenges in marketing their expertise. This guide highlights ten proven content types that can elevate your SEO and draw in potential clients.

1. How-To Guides

When someone needs a service, their first step is often searching for solutions they might attempt independently. By offering detailed how-to guides, you’re not just helping potential clients—you’re establishing yourself as an authority in your field.

• Example: An HVAC company could create a guide on “How to Keep Your AC Running Efficiently All Summer Long.” Even if customers try a few tips themselves, they may realize they need an expert and remember your business.
• SEO Boost: Google favors content that directly answers user questions. Make sure your guide covers common questions and has a clear structure. Hubspot has some great tips for creating how to guides.

2. FAQ Pages

Service-based businesses encounter many of the same questions from customers, like “How long will it take?” or “What materials do you use?” An FAQ page on your site can directly answer these questions, reducing friction for new leads.

• Example: A plumbing business might answer, “How quickly can you respond to an emergency?” or “What causes pipes to burst?”
• SEO Boost: FAQ pages are keyword-rich and often feature as rich snippets in Google, which boosts click-through rates. Search Engine Journal provides some great FAQ examples.

3. Customer Success Stories

Nothing instills confidence like real-life success. By showcasing client transformations, you demonstrate your ability to solve specific issues effectively.

• Example: If a landscaping business transformed a neglected backyard into an outdoor oasis, potential clients can visualize what’s possible for their own property.
• SEO Boost: Client stories attract attention, increase time on page, and offer internal linking opportunities to relevant services.

4. Checklist Content

Service-based businesses can leverage checklists that prepare clients for specific projects. For instance, if you’re a roofing company, a “Homeowner’s Checklist for a Roof Replacement” provides valuable information and positions you as a helpful resource.

• SEO Boost: Checklists tend to get shared widely, making them a great tool for link-building.

5. Before-and-After Showcases

“Before and after” content, whether photos or videos, is visually engaging and shows your work’s tangible results, ideal for industries like remodeling or cleaning services.

• Example: A home cleaning business can showcase how it transforms cluttered spaces, instantly appealing to those seeking similar services.
• SEO Boost: These posts often keep visitors engaged and offer a natural way to use location-based keywords like “before-and-after [Service] in [City].”

6. Client Testimonials

Testimonials build trust and demonstrate your service quality, particularly effective when shared as video content. Video testimonials are powerful because they convey genuine client satisfaction in a way that text alone often cannot. However, even written testimonials, especially those that highlight specific outcomes, can strongly influence potential clients by showcasing real-world proof of your expertise.

• Example: An electrician might feature a video testimonial from a homeowner thrilled with a recent project. The client could discuss the speed, professionalism, and value they experienced, making an impact on viewers seeking similar services.
• SEO Boost: Testimonials increase dwell time and engagement on your site, both of which improve SEO. Video testimonials in particular can lead to greater sharing and interaction, while also signaling to Google that your content is valuable and authentic.

7. Video Tutorials and Demonstrations

Video content boosts SEO by increasing time on site and engaging viewers in ways that written content sometimes can’t.

• Example: A carpet cleaner could show how they lift stubborn stains, which appeals to anyone with similar problems.
• SEO Boost: Videos drive engagement, and Google ranks sites with video content higher, especially for mobile searches.

8. Case Studies with Metrics

Detailed case studies with metrics go beyond surface-level testimonials. For example, a pest control company might show data on how they reduced infestations by 90% in certain homes over six months.

• SEO Boost: Case studies provide original content, which Google rewards. They also make for great internal linking and give potential clients something to analyze.

9. Seasonal Content

Certain services are more relevant during specific times of the year. Seasonal content keeps your site fresh and can generate leads during peak demand periods.

• Example: A snow removal service could publish a “Winter Home Maintenance Checklist” to keep clients informed while positioning itself as the go-to expert in colder months.
• SEO Boost: Seasonally relevant content gives you an edge in local SEO as Google often favors timely content for season-based queries.

10. Comparison Content

Comparing service options helps potential clients understand what sets you apart from the competition, especially if you offer something unique.

• Example: A home painter could compare eco-friendly paint options vs. standard ones, guiding environmentally conscious clients toward their services.
• SEO Boost: Comparison posts attract backlinks, as many websites link to comparison content to support related discussions.