/seo-content-service-page

name: seo-content-service-page
description: "Build service pages and landing pages that rank and convert for agencies, consultants, trades, clinics, law firms, and SaaS. Input: a service, business, and target area. Output: a field-tested wireframe (hero + CTA, social proof, benefits, numbered process, founder bio, 750+ word SEO block, reviews, FAQ), title/H1/slug/meta patterns, a competitor depth benchmark, region/city pages, and a GEO layer. Use for a service page, landing page, lead-generation page, or city/service-area page that gets no organic leads."
license: MIT
metadata:
  author: "Sorank (https://sorank.com)"
  version: "1.0.0"

Service Page SEO: Money Pages That Rank and Convert

Service pages are where rankings turn into revenue. A blog post attracts readers; a service page attracts buyers typing "web design agency", "divorce lawyer geneva", or "emergency plumber lyon". This skill covers how to structure, write, and audit these pages so they rank in Google, convert visitors into leads, and get cited by AI assistants that now recommend providers directly.

The methodology combines two evidence levels, labeled throughout:

• **Field heuristic**: rules derived from 115+ real agency audits of service-business websites (2024-2026). Consistently observed, not lab-measured.
• **Measured**: claims backed by a published study or official documentation, with the source.

Company knowledge first (Obsidian)

If the working environment contains an Obsidian vault or any local knowledge base (a folder of .md notes, often with a .obsidian directory), read the relevant notes before acting: brand and product facts, target keywords, competitors, and the SEO action log of what was already tried. Ground every recommendation in that context instead of asking the user for facts the vault already holds. At the end of the session, append the actions taken to the vault's SEO action log so the next session starts informed. Vault structure, read-first and write-back protocols: the obsidian-brain skill.

When to use this skill

Use it to create a new service page, rewrite an underperforming one, split a one-page site into service pages, plan city or region pages for a multi-area business, or audit an existing money page against the wireframe below.

Stay in scope. Hand adjacent work to the right skill:

| Task | Skill | |---|---| | Service pages, service landing pages, city pages (this skill) | seo-content-service-page | | Blog articles and informational content | seo-content-blog | | Ecommerce product pages | seo-content-product-page | | Category and collection pages | seo-content-collection-page | | Keyword selection and SERP intent analysis | seo-keyword-research | | Google Business Profile, reviews, Maps, NAP | seo-local | | Crawlability, Core Web Vitals, AI crawler access | seo-technical | | Structured data implementation details | seo-schema-markup | | Site-wide internal link architecture | seo-internal-linking | | Citation and directory link building | seo-backlinks | | Writing rules for AI answer citability | geo-visibility | | Measuring AI assistant visibility | geo-tracking | | Full-site audit | seo-geo-audit |

Workflow

Step 1: Map services to pages (one service = one page)

The single most common audit finding (field heuristic): a brochure site with one page that lists every service, invisible on all of them. Each service has its own keyword, its own SERP, and its own search intent. One page cannot win five different SERPs.

1. List every billable service the business sells. 2. For each, identify the query a buyer actually types (see seo-keyword-research). 3. Apply the SERP test: if two service names show different top 10 results, they need two pages. If Google returns the same results for both, one page covers both. 4. Plan one URL per service, plus a parent "Services" hub page that links to all of them. 5. If splitting an existing page, 301-redirect nothing that ranks; build the new pages first, then re-point internal links.

Competitor-benchmark page mapping (field heuristic): to surface missing service and sector pages fast, paste the sitemap or page list of the 10 largest competitors into an AI model and ask it to list the page types they have that the audited site lacks. This exposes one-page sites and absent service, sector, and use-case pages in one pass, before manual SERP testing. Cross-check each suggested page against real buyer demand (Step 2) before committing it.

Why: Google ranks pages, not sites, for transactional queries. A page about everything has diluted relevance for each thing. Splitting also gives each service its own title, H1, FAQ, and proof, which a combined page cannot do.

Step 2: Pick the target keyword and read the SERP

One primary keyword per page, chosen from real buyer language, not internal jargon ("emergency plumber", not "rapid hydraulic intervention"). Check the live SERP before writing:

Read the SERP like a brief:

| SERP signal | Implication for the page | |---|---| | Local pack and city-modified results dominate | Treat the page as local: city in title, H1, URL (Step 7); build the profile side with the seo-local skill | | Comparison listicles rank ("top 10 CRO agencies") | Add the proof depth listicles quote: client numbers, pricing, named differentiators | | Competitor service pages rank | Direct wireframe battle: benchmark them and exceed (Step 3) | | Informational guides rank | The query is not transactional; cover it with a blog post (seo-content-blog) and aim the service page at the buyer query | | People Also Ask and AI Overviews present | Harvest the questions for the FAQ block and the GEO layer |

Step 3: Benchmark the pages that already rank

The master volume rule: match or exceed the competitors who currently rank, then fill their gaps. 750+ words is the floor that works in most service SERPs (field heuristic), but if the top 3 average 1800 words with pricing tables and case studies, 800 words will not be eno