Building an SEO strategy can feel like trying to solve a Rubik’s cube while blindfolded. It’s complex, full of moving parts, and if you’re a service-based business owner, your needs might not fit the same SEO advice floating around for product-based businesses. Whether you’re a wedding planner working with local couples or a business coach with a global audience, your SEO strategy should work as hard as you do. Let’s break it down and build an SEO game plan that actually makes sense for your unique business.

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What Is an SEO Strategy, Anyway?

An SEO (Search Engine Optimization) strategy is the process of improving your website’s visibility on search engines like Google. The goal? To attract the right audience, drive traffic to your site, and ultimately convert visitors into clients. A solid SEO strategy includes:

• Keyword Research: Understanding what terms your ideal clients are searching for.
• On-Page SEO: Optimizing the content and structure of your website.
• Technical SEO: Ensuring your site is fast, mobile-friendly, and easy for search engines to crawl.
• Content Strategy: Creating valuable content that answers your audience’s questions.
• Backlinks: Building credibility with links from other reputable websites.

The trick is tailoring these elements to your business type—local or online. Here’s how.

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SEO Strategy for Local Businesses

If you’re a local service provider—like an esthetician or photographer—your goal is to dominate searches in your geographical area. This means hyper-targeting local audiences who need your services right where you’re located.

Understanding Local SEO

Local SEO is all about ensuring your business appears in location-specific searches. Think about the last time you Googled “plumber near me.” That’s local SEO at work. (Did I maybe have this exact search when our sink was leaking and my husband was out of town last week? Sure did.)

For a local service-based business, showing up in Google’s top three results can be a game-changer. Tools like Google Business Profile (GBP) are your best friends here.

Key Steps for a Local SEO Strategy

1. Nail Down Your Keywords: Start with location-based keywords like “Seattle wedding planner” or “Toronto florist.” Use tools like Google Keyword Planner or Ubersuggest to find terms with decent search volume and low competition.
2. Optimize Your Google Business Profile: Claim and complete your GBP. Add high-quality photos, respond to reviews, and update your business hours regularly. GBP is a direct line to local visibility.
3. Use Local Keywords on Your Website: Sprinkle location-specific terms throughout your website’s meta titles, descriptions, headings, and content. Bonus points for including them in blog posts—think topics like “Top 5 Wedding Venues in Reno.”
4. Build Local Backlinks: Partner with local vendors and get listed in city-specific directories. Hosting or sponsoring local events? Perfect—ask for a link back to your site from the event’s webpage.
5. Encourage Client Reviews: Google reviews boost credibility and rankings. Make it easy for happy clients to leave a review by sending them the direct link.

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SEO Strategy for Online Businesses

Online service providers—like business coaches or copywriters—face a different challenge: standing out in a sea of competitors without the benefit of a local focus. Instead, your SEO strategy needs to establish your authority and connect with a broader audience.

Understanding Online SEO

For online businesses, SEO is less about geography and more about niche expertise. Your website should scream, “I’m the go-to expert in [your field]!” This involves targeting keywords that address your audience’s problems and delivering content that positions you as the solution.

Key Steps for an Online SEO Strategy

1. Focus on Intent-Driven Keywords: Research keywords based on what your ideal clients are searching for. For example, a business coach might target terms like “how to scale a small business” or “best business coach for entrepreneurs.”
2. Create Evergreen Content: Blog posts, guides, and resources that provide long-term value are key. Write posts like “10 Tips for Finding the Perfect Copywriter” or “How to Create a Marketing Plan That Works.”
3. Optimize Your Service Pages: Ensure your service pages are detailed, easy to navigate, and packed with relevant keywords. Clear CTAs (call-to-actions) are a must—think “Book Your Free Consultation” or “Learn More.”
4. Leverage Guest Blogging: Partner with other online businesses to write guest posts. This builds backlinks (SEO gold) and introduces you to new audiences.
5. Invest in Social Proof: Encourage clients to leave testimonials and feature them prominently on your site. If applicable, collect reviews on platforms like Trustpilot or LinkedIn.

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Local vs. Online SEO: What’s the Difference?

Similarities

• Both require keyword research, quality content, and backlinks.
• Both thrive on a clear, user-friendly website structure.
• Both benefit from consistent effort and regular updates.

Key Differences

Aspect	Local SEO	Online SEO
Focus	Geo-specific keywords and visibility	Niche expertise and broad audience
Tools	Google Business Profile, local maps	Blog content, guest blogging, backlinks
Backlinks	Local partnerships	Industry collaborations
Content	Location-focused	Evergreen, problem-solving content

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Common SEO Mistakes to Avoid

1. Keyword Stuffing: Overloading pages with keywords can hurt your rankings and turn off readers.
2. Ignoring Mobile Optimization: With most searches happening on mobile devices, a non-mobile-friendly site is a non-starter.
3. Skipping Local SEO: If you’re a hybrid business, don’t ignore local SEO entirely.
4. Not Tracking Results: Use tools like Google Analytics and Search Console to monitor your progress.

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Measuring Success: Is Your SEO Strategy Working?

Track these metrics to gauge your progress:

• Local Businesses: Map pack rankings, local traffic, and GBP interactions.
• Online Businesses: Organic traffic, domain authority, and blog conversions.

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Ready to Build Your SEO Strategy?

Whether you’re serving clients in your hometown or across the globe, a tailored SEO strategy can help you connect with your ideal audience and grow your business. If you’re ready to take your SEO game to the next level, let’s talk! Make a reservation to start your DFY SEO, or download our free SEO guide to get started.