I think the other important note missed by the blog post from businessgrow.com is the citations and link building that comes from social media. If you're in a tough market and trying to get to the top of search engine rankings, every little bit of link juice helps...
To expand on what Tony said again, when trying to sell a "boring" service like mowing, sell benefits, not features.
To give an example, no one cares that the grass is green, the lawn is striped, and is edged properly. Those things are already expected. They may really care about a story highlighting the time saved the family and how it allowed them to spend more quality time together on the weekends. The benefits is reduced work, more time w/ family, less hassle, etc. The features are quality cut, professional business, responsiveness, etc. Use people's emotions as an advantage to convert potential leads into paying customers. Sell benefits, not features.