The service here refers to their product, and they sell this to their clients. Thus, their marketing approach is also distinct from the usual businesses. In this blog, the prime focus is to cite how such businesses can use SEO methods to strengthen their digital ground. One of the first things that SEO for small business owners focuses and works on is the overall website features.
https://www.digitaloye.com/blog/seo-for-service-based-business-10-strategies-to-look-forward