Most websites don’t have a traffic problem. They have an aim problem.
You’ll see the pattern everywhere: companies grind away at weekly blog posts while their most commercially valuable pages sit half-finished, buried, or written like someone was afraid of sounding too direct. Meanwhile, their blog is trying to rank for phrases that belong squarely on service pages — and the whole SEO strategy ends up working against itself.
If you want SEO that produces enquiries, not just pageviews, you have to get ruthless about one thing: which keywords belong to your blog, and which belong to your service pages.
This article breaks down how to make that call — so your content actually brings in real business instead of vanity traffic.
What “money keywords” actually are
Money keywords are the searches made by people who are already close to buying. They’re not browsing. They’re not learning the basics. They’re not comparing general ideas. They’re looking for a solution — in other words, a provider.
You can spot these queries instantly:
- seo consultant for small businesses
- it support company bristol
- warehouse racking inspection service
- hr software for small business pricing
If someone types one of these, they don’t want a blog post. They want a clear offer, proof you can do the job, and a way to talk to you. That’s why money keywords should almost always map to a service or product page.
The real job of a service page
A service page isn’t a “more serious blog post.” It’s a decision-making page. It’s where someone goes when they already know what they need and they’re trying to choose who to trust.
A strong service page has one job
Help the buyer decide whether you’re the right choice.
Nothing more. Nothing less.
That means:
- Showing you understand the problem as they experience it.
- Explaining what makes your approach different.
- Giving proof (case studies, numbers, real outcomes).
- Being clear about the next step with a simple CTA.
Someone searching best way to recruit employees might need education first — but someone searching recruitment agency for manufacturing companies needs clarity and confidence. That’s a service page.
What a blog post is actually for
A blog post sits higher up the decision ladder. It helps people who are still naming the problem, understanding the options, or looking for guidance before they commit.
Blog posts are perfect for:
- how to sell furniture online
- how to do financial projections
- ways to conserve energy
- best way to manage multiple projects
These people aren’t ready to buy. They’re trying to understand the landscape first. The role of your blog is to help them think clearly, build trust, and guide them forward — not force a call too early.
A blog post is where you earn trust
Blogs give you room to:
- explain a problem in plain language
- share examples and patterns you’ve seen
- compare options honestly
- show your thinking without asking for anything in return
Readers aren’t choosing a provider yet. They’re choosing who to listen to.
How to decide where each keyword belongs
When you look at a keyword list, every term falls into one of two buckets: someone trying to understand something, or someone trying to buy something.
The mistake is putting “trying to buy” keywords on blogs, and “trying to understand” keywords on service pages. Here’s how to stop that happening.
Question 1: Is the person learning or choosing?
If they’re learning (queries starting with “how to”, “what is”, “ways to”, “best way to”), it belongs on a blog.
If they’re choosing (queries with “service”, “company”, “consultant”, “pricing”, or location names), it belongs on a service page.
Question 2: Would pitching a service feel natural here?
If someone types how to drill a hole in glass, pitching your glass-cutting service directly would feel out of place.
glass drilling service manchester, sending them to a blog post would feel ridiculous. They’re ready to talk to someone.
Question 3: What action does this search suggest?
“Help me do this myself” → blog post.
“Help me get this done” → service page.
How blogs and service pages work together (instead of competing)
It’s not blog vs. service page. It’s blog → service page.
Most high-intent conversions happen after multiple touchpoints. Your blog pulls someone in when the problem is vague. Your service page closes the loop once the problem is sharp.
Use your blog to feed your service pages
Your best-performing blog posts should link clearly to relevant service pages so readers who are moving into “I need help” mode know where to go.
Example:
If someone reads a guide on best way to manage multiple projects, the natural CTA is:
“If you want hands-on help structuring your workflow, here’s how we help teams do this every day.”
That’s how you turn information-seekers into leads without being pushy.
Common mistakes to avoid
Mistake 1: Targeting money keywords with blog posts
This is the biggest one. If your blog post is trying to rank for a provider keyword, Google will either ignore it or cannibalise your service page.
Fix: Move the keyword to the service page. Reposition the blog post to support it from a more educational angle.
Mistake 2: Writing service pages like essays
A service page with long intros, vague explanations, and paragraphs of industry commentary is going to lose people fast.
Fix: Lead with clarity: problem → solution → process → proof → next step.
Mistake 3: Letting blogs and service pages compete for the same query
If Google can’t tell which page should rank, you’re weakening both.
Fix: Assign each keyword to one “canonical” page — then align the rest of your content around that.
A simple workflow for assigning keywords properly
Here’s a system you can use every time you build or update your SEO strategy.
1. Make a list of your genuine money queries
These are the phrases that map directly to what you sell. For example:
- [service] + [location]
- [service] + company / agency / consultant
- [product] + pricing
These belong on service or product pages, no exceptions.
2. Group top-of-funnel and mid-funnel queries into blog topics
These include:
- best way to manage multiple projects
- how to do financial projections
- ways to conserve energy
These topics attract early-stage buyers and warm them up.
3. Link your blog → service page with a clear next step
Every blog should help the reader move forward naturally. Don’t rely on a footer CTA. Add contextual links at moments where the reader starts thinking, “This is bigger than I can fix alone.”
4. Keep score using conversions, not clicks
It’s tempting to judge success by traffic charts. But the real measure is simple:
Which pages actually contribute to enquiries?
Your service pages will do most of the heavy lifting — but only if your blog sends the right people to them.
Final thoughts
Your SEO strategy doesn’t need more content. It needs clearer intent.
Blogs are where people discover you, learn from you, and start trusting you. Service pages are where people choose you.
When each page type does its job — and only its job — your SEO becomes far more efficient. You stop publishing blindly. You stop cannibalising your own rankings. And you start ranking for the keywords that actually bring in revenue.
That’s the difference between an SEO strategy that looks good in reports and one that pays your bills.