Should You Focus on SEO When Launching a New Service?

You've spent months building out your new online course or membership. You wrote promotional emails, designed a sales funnel, and batched your social media posts. But there's one piece that might be missing from your plan: SEO.

Most service providers treat SEO as an afterthought, but that approach can cost you in the future. When you build SEO into your launch content from the beginning, you're not just promoting a single offer. You're creating assets that continue to attract new clients, establish your authority, and drive revenue for years to come.

Let’s explore why SEO is important for service-based businesses, how it fits into your launch strategy, and how to make your existing content work harder for you.

The problem with treating launches as one-time events

Most service providers approach launches as short-term promotional campaigns. You send emails, post on social media, run ads, and push hard for a few weeks. Then the launch ends, the promotion stops, and your visibility drops off.

The problem is that all of that effort eventually disappears. Your content stops reaching new people, and your traffic drops. This is why investing a little time in SEO can be a game-changer for your business.

When you build SEO into your launch content, your promotional materials keep working long after your launch ends. Instead of creating content that only works for two weeks, you're building assets that drive results for years.

The real cost of skipping SEO

SEO is more valuable now than it’s ever been. In fact, 91% of marketers reported that SEO improved their website performance and helped them reach their marketing goals in 2024.

If you skip SEO during a launch, you might face several long-term costs:

• Lost momentum: Your content stops gaining traction as soon as your promotion ends.

• Missed opportunities: You miss the chance to attract organic leads and build visibility that lasts long after launch.

• Starting from scratch: Without SEO, every new launch feels like starting over instead of building on your previous success.

How to build SEO into your launch

Building SEO into your launch doesn’t have to be complicated or time-consuming. It’s about making smart, strategic choices. My SEO approach is built around a three-step framework I created: Write, Rank, Refresh. Here’s how it works.

Write: Create evergreen content

First, focus on creating evergreen content, or content built around long-term search intent rather than trends or announcements. This includes blog posts, videos, guides, or checklists that answer common questions your clients have. Make sure this content stays useful over time rather than being tied to specific dates.

For example, a leadership coach might write "5 Leadership Mistakes That Keep Teams Stuck," or a wellness expert could create "How to Build Sustainable Habits Without Burnout." This positions you as an expert and brings in organic traffic long after your launch.

Rank: Optimize for search

Next, make sure your content is optimized for search results. Start by picking one or two keywords people use when searching for solutions like yours. Use these keywords naturally in your page title, at least one heading, and your meta description. Write short and compelling meta descriptions (150-160 characters) to explain what your content is about. Add descriptive alt text to all images.

Most importantly, make sure your content fully answers the question someone had when they searched for that keyword. Focus on providing value based on what users are looking for, not just on search volume.

Refresh: Update regularly

Finally, it’s important to keep your content up to date. You can do this by revisiting key pieces to update examples, refresh stats, and add new insights based on personal experience. Expand on the sections that are performing well and improve areas that could be more detailed or helpful. These small changes don’t require a full rewrite, but they will help keep your content relevant and support stronger search rankings.

Try to set aside a short, recurring block of time for this work. Even spending one to two hours twice a year is enough to make meaningful updates.

The August 2025 spam update

Google recently completed the global rollout of the August 2025 spam update, and for service providers, it is critical because it directly impacts your visibility in search results.

The update focuses on these key areas:

• Cracking down on manipulation: Google is penalizing sites that use "black hat" tactics like keyword stuffing and low-quality AI-generated spam.

• Rewarding expertise: Content created by real experts that demonstrates E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is being ranked higher.

• Enhanced Search AI: Generative AI in search has been improved to deliver more personalized, relevant results to users.

If you're already producing valuable content and optimizing it correctly, you're on the right track. You don’t need to chase algorithms or try to "game" the system. By creating genuinely useful content that solves problems for your audience, you can attract new clients during your launch and maintain organic traffic.

Plan your next launch with SEO built in

Don't treat SEO as an afterthought. Integrating SEO into your launch from the start turns your content into long-term assets that work for you long after launch is over. By thinking strategically about your content, you can attract new clients, build authority, and generate revenue without constant promotion.

Need help building SEO into your next launch? Book a free strategy call to create a plan for lasting visibility.