SEO · Location pages
Which location pages to build, what makes each one genuinely local, and a quick test for thin duplicate content.
Fewer pages, each genuinely local
Use the swap test on every paragraph
Link each profile to its page
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Location pages rank when each one is genuinely about that place: a real address or a real service area, local details a customer there would need, proof of work nearby, and a clear way to contact that office. They fail, and can count as spam, when they are copies of one page with the city name swapped. Google’s spam policies list “having multiple domain names or pages targeted at specific regions or cities that funnel users to one page” as an example of doorway abuse. The fix is to build fewer pages, each with content that couldn’t be moved to another city without rewriting it.
Below: which pages to build, what goes on each, how to structure and link them, and a test for whether a page is too thin.
One page per physical location with its own Google Business Profile. These are the strongest pages: real address, real staff, real hours. Always build these.
For areas you serve from one base, such as suburbs around a metro. Build them only where you have real work, customers and something specific to say. Start with the five or ten areas that bring the most revenue.
Cities you don’t serve, every ZIP code in a state, or neighborhoods where you have never done a job. These are the pages that turn into doorways.
Without an address, the page has to earn its place with specifics:
If you can’t write at least a few of these honestly, you probably don’t need a page for that area yet. A list of the areas you serve on one page is better than ten empty ones.
Take any paragraph on a location page and replace the city name with another city. If the paragraph still reads correctly, it isn’t local content. Pages made mostly of swappable paragraphs are the substantially similar pages Google’s doorway policy describes.
Some repetition is fine. Your service descriptions, process steps and contact form can be shared. The test is whether the page has enough unique, useful content that a customer in that place learns something they wouldn’t from the next page. Google’s starter guide says duplicate content on your own site isn’t a violation of its spam policies, though it wastes crawling and makes for a poor experience. Doorway pages are a spam policy matter, which is different.
Book a free 30-minute call. We look at your site, your offices and service areas with you and tell you which pages we would build first and which to skip. No obligation. Pick a time that works for you.
The practice builds a /locations/ hub and three office pages. Each page names the dentists who work there, shows photos of that office, explains parking, lists the insurance plans that office accepts and features reviews from patients of that office. One office offers sedation dentistry and says so; the others link to it. Each Google Business Profile links to its own page. The practice does not build pages for the twelve surrounding towns. A single sentence on each office page names the nearby neighborhoods patients come from.
JLB USA has done web design and marketing for growing businesses for more than 15 years, starting in Fort Lauderdale and Boca Raton. Our web design and SEO services cover site structure and page content; SEO is billed month to month, and you can cancel after any month. For trades businesses, our guide to local SEO for contractors covers service areas in more depth.
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No, if each page is genuinely useful for that place. Google’s spam policies target pages built for specific cities that funnel visitors to one page with little unique value.
One for each real office, plus service-area pages only where you have real work and specific content. Start with your highest-revenue areas.
Shared layouts and service descriptions are fine, but each page needs enough unique local content to be useful on its own. Pages that differ only by city name risk being treated as doorways.
If you have several offices, yes. Link each profile to its own location page with matching name, address and phone.
Local projects, reviews from customers there, area-specific conditions such as permits or codes, and which services you offer in that area.
