Start by checking out the competition. Search your keywords and look at the pages in the top three spots. What are they doing and how can you do it better?

(Okay, technically you start with keyword research so you know what your keywords are. TBH, we’re assuming if you know you need service descriptions, you know you need keywords and keyword research.)

Matthew Rogers, a search analyst and senior editor at Mango Matter, says he analyzes service descriptions that are ranking in SERPs before creating his own. “I work on the premise that every page Google promotes on page one is there for a reason,” says Rogers, “and success can often be reverse engineered.”

2. Focus on Your Customer

But you can’t let analytics reign over your content at the expense of the consumer. Rogers notes,”The most difficult part of writing service descriptions is balancing the need to please the user while pleasing Googlebot.”

It’s not enough to shove the ranking keywords into your service description and show up high in the page rankings. Your content must also:

• Align with searcher intent
• Provide relevant, helpful information to the user
• Persuade the user to take the next action in the sales funnel

In addition to doing your keyword research, make sure you have a target consumer and that you understand their needs and preferences. That way, you can create content for your service description that speaks specifically to the target audience.