How to rank your website for more keywords with Service Pages

If you watch my videos, read our blog, or follow me on social media, you already know that I’m a HUGE fan of adding additional categories to your Google Business Profile. You can apply the same local SEO advice to your website as well.

In this video, I’ll show you how to get your website to rank for more keywords by adding more service pages, and I’ll give you 4 ways you can find content inspiration for them.

video transcript

Hey! In a recent video, I talked about how you can rank for more keywords by adding additional categories to your Google Business Profile. Well, the same kind of optimization opportunities exist on your website. I often see sites that don’t take advantage of this opportunity and they can drive a lot more business.

Why Comprehensive Service Pages Matter

So here’s an example. Shaw Legal Solutions (no, I’m not related to Steven Shaw here) does three things in its practice: personal injury, bad faith insurance, and Medicare compliance.

This is a great example of opportunity for improvement, as Personal Injury encompasses a whole host of different keywords, service types, and types of cases that it could definitely optimize for. After all, people don’t always type in “Seattle personal injury attorney.” You could look up something like “Seattle Car Accident Attorney” or “Seattle Dog Bite Attorney.” So there are all these sub-terms that he doesn’t currently use on his site.

How do you find all the different pages to create?

1. Ask the business owner

One option would be to simply ask the business owner. So if you are the business owner, you can easily list them. If you are the SEO consultant working for the business owner, you can call them and ask them. Get a big list of services and then build pages based on that list.

2. Competitive Analysis

You can also do a little competitor analysis: search for something like “Seattle Personal Injury Lawyer” if that’s your business, and take a look at other competitor websites.

We can look at the Davis Law Group here.

If you look at the case types, you’ll see a number of them: drunk driving, dog bites, child injuries, insurance litigation, and if you click “See All Law Areas” you’ll see an even larger list!

Wow, look at this whole list. So there are quite a number of ways to expand these additional sub-pages.

3. Ask ChatGPT

This is also a pretty good use for ChatGPT. You could say something like “Please list 30 areas of practice for personal injury attorneys” and you’ll get a pretty decent list. Chat GPT is great at things like that.

Alright, once you’ve got your list together, all you have to do now is create a page for each of these different service types. The advice here is to make sure you build your page full. We’re not just talking a few paragraphs, we’re really going into detail about what you do, why you’re good at it, why someone should hire you for this service.

4. Check out Google’s “People Also Ask” section

Finally, it can also be helpful to search Google’s “People also ask” section for content inspiration. For example, if I were to create a page about bicycle accidents, I would search Google for that term and then look at that section.

Pro tip: Expand and collapse these questions a few times to expand the list of questions.

This section is really helpful for inspiring content. Additionally, many of these things can also be filed as FAQs on the site itself.

In order. Get out there, build your list of services, create all those pages on your site, and rank for more terms. Until next time!