You’ve probably landed on a plumber’s website with a page for every city in the state, including towns hours from the shop. Honestly, that reads as SEO junk. Google’s spam policies call out city-targeted doorway pages, and customers can tell when a page exists only to rank. A better plan starts with how your business serves people today: which offices cover which areas, who picks up the phone, and what customers in each area need to know.
Prefer to watch? Check out the full conversation on YouTube for more on local SEO, from location pages and service areas to Google Business Profiles and customer reviews. Prefer to read? Keep going.
How I’d Plan Your Local SEO Pages
Before creating location pages, I’d look at how the business actually operates, which areas matter most, and what customers need to know to reach the right team.
1. Start With Your Actual Service Footprint
Write down the areas your business currently serves. A roofing company with one office might cover a greater metro area. A larger service business might have several offices, each serving its own area. For restaurants or shops, you’re working with actual places customers visit.
Some location pages represent a physical office or storefront. Others explain how your business serves customers in an area where you don’t have a location.
2. Choose the Areas That Represent Most of Your Business
Then I’d ask: Which areas bring in the most business? Pull the last 12 months of jobs or leads by ZIP code from your CRM or booking software. GA4 shows where visitors are located, and Search Console shows which queries include city names, but your job records show where the revenue comes from. You might find that three to five cities represent 80% of your customers. Those are probably the places where I’d start creating local SEO pages.
A location that serves a particular county can also have a page focused on that service area. The page plan doesn’t have to use cities as its only way of organizing coverage.
3. Identify the Responsible Team or Location
Next to each priority area, identify the office, team, or provider responsible for the work. Also note any differences in the services those locations offer.
I love talking to a location manager at this point. You can do a quick 20-minute phone interview and ask what their customers are typically like, which questions or issues come up, and what makes their location special.
Those answers can become useful page content. Explain common customer questions or concerns the same way your team would explain them in a conversation with a customer.
4. Explain the Boundaries at the Right Level of Detail
If one team serves an entire city, a city-level explanation may be enough. When that doesn’t accurately describe the coverage, get more specific:
Name the part of the city you serve.
List neighborhoods when they make the area easier to identify.
Include a service-area map when a street or another dividing line determines who takes the call.
Say two teams both serve Westminster, but one handles addresses east of a particular street and the other covers the west side. If those teams already have separate location pages, I’d make their coverage clear on each page rather than having both simply say, “We serve Westminster.”
Your website gives you more room to explain service coverage than a directory listing does. A longer list of cities and neighborhoods can sit toward the bottom of the page for someone who needs to see their specific area named.
5. Connect Each Customer With the Right Next Step
Once customers know you serve their area, make the next step clear. Provide the right phone number for the office or team handling their location, and explain how they can request service or get a quote.
Different locations may have different contact information or ways of handling service requests. Make sure those details are clear so customers don’t have to guess which office to call or how to get started.
Make Your Location Pages Work for Your Business
Your location pages should do more than help you appear in local searches. They should make it easy for customers to understand where you work, what you offer, and how to reach the right people. That’s what makes them useful beyond SEO.
If your website isn’t reflecting the areas you actually serve, contact a V9 digital marketing expert. Our SEO services can help you build a local strategy that connects your business with the customers you’re trying to reach.
FAQs About Local SEO Location Pages
Do I need a separate location page for every city I serve?
No. I’d focus on the areas that matter most to your business rather than creating a page for every possible city. Some areas may deserve their own pages, while others can be covered within a broader service-area page.
Should I remove seasonal services from my location page?
I’d generally keep recurring seasonal services listed year-round, with a clear explanation of when they’re available. Customers should be able to tell whether they can request the service now or need to plan for a particular season.
How should franchises approach local SEO location pages?
Start by checking what your franchise allows you to manage. You may only have control over your location’s page or a section of the corporate website. I’d work within those guidelines and coordinate with the corporate team before making changes.
