Local SEO guide
Local landing pages: how to build location pages that rank
Updated November 4, 2026
A page for each town you serve sounds like an easy win, and it can be. But dozens of near-identical pages with the town name swapped are what Google calls doorway pages, and they tend to be ignored or demoted. The difference between a location page that ranks and one that doesn't is real, local substance.
When a location page makes sense
Make a page for a town when you genuinely serve it, have done real work there, and have something specific to say about it. For a business with physical branches, each branch needs its own page. For a service area business, start with the few towns that matter most rather than every suburb on the map.
What a good location page includes
- The services you provide in that town, and any that differ from elsewhere.
- Real jobs done there, with photos and the neighbourhood or type of property.
- Reviews from customers in that town.
- Local details that matter for the work: housing types, local regulations or permits, weather, travel time.
- For branches: the address, hours, staff, parking and a map, matching the Business Profile.
What to avoid
- Copying the same text and swapping the city name.
- Pages for towns you don't really serve.
- Lists of dozens of town names in the footer or at the bottom of a page.
- Thin pages with a paragraph and a contact form.
Service pages first, location pages second
For most local businesses, strong service pages (roof repair, furnace installation, family law) do more than location pages. Build those first, then add location pages where the evidence says you're weak in a town you want, and link between them naturally.
Measure town by town
Track your main searches in each town separately, both in regular results and on the map. You'll see whether a new location page actually moves rankings there, and which town to work on next.
Questions
Are location pages bad for SEO?
No, as long as each has real, local substance. Near-identical pages with only the town name changed are the problem.
How many location pages should I make?
Start with the few towns that matter most and where you have real work to show. Add more only when you can make each one genuinely useful.
Should service area businesses have location pages?
Yes, for the main towns they serve, built around real jobs, reviews and local detail rather than a template.
How do I know if a location page is working?
Track rankings for your main searches in that town, in search and on the map, before and after publishing.
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