Building a Location Page That Works

A good location page needs original, useful content that is structured properly. It should feel unique and relevant to that specific location. Here is how I build location pages that rank and drive actual business.

1. Start with a Strong Page Structure

Every location page should have a clear structure that makes it easy to navigate. A well-optimised page typically includes:

• A compelling introduction that makes it clear what the business offers in that specific location.
• Detailed information about services available in that area. This should be tailored to local needs where possible.
• Location-specific details, such as local landmarks, nearby areas served, or how customers in that region typically use the service.
• A Google Map embed to reinforce local relevance and improve engagement.
• Customer testimonials from people in that location (if available).
• A call to action that makes it easy for visitors to book a service, make an enquiry, or visit the location.

If the business has multiple locations, these pages should be linked together in a logical way, whether through a location hub page or clear internal linking between nearby areas.

2. Keep Content Unique Without Making It Harder Than It Needs to Be

One of the biggest concerns with location pages is avoiding duplicate content. The trick is to balance scalability with uniqueness. Writing completely different pages for 50 locations is not realistic, but some tweaks make a huge difference.

Here is how I make location pages unique without reinventing the wheel:

• Instead of copying and pasting the same service description, I adjusted the wording to reflect how the service benefits customers in that area.
• If certain locations have different pricing, availability, or service variations, I highlight that.
• I include local references – mentioning nearby cities, landmarks, or specific customer needs relevant to that area.
• Where possible, I include case studies or examples of previous work done in that city.

The goal is to make sure every page has something unique that justifies its existence.

3. Strengthen Local Signals with NAP Consistency and Schema Markup

If a business has a physical location, its Name, Address, and Phone Number (NAP) need to be consistent across all platforms. That means the website, Google Business Profile, and local directories should all match.

Schema markup also plays a role in reinforcing local relevance. Each location page should have LocalBusiness schema, including:

• The business name
• Address and phone number
• Opening hours
• Links to social media and reviews

These signals help search engines understand the page’s local intent and improve visibility in location-based searches.

4. Avoid the “Zombie Page” Effect

Some businesses create location pages for every town in a region, even if they do not have an actual presence there. This leads to a bloated site full of low-value pages that never rank.

A smarter approach is to prioritise locations that actually drive business. If a service is offered remotely or across a wide area, a single regional page may work better than dozens of weak town-level pages.

I have seen businesses delete hundreds of low-value location pages and replace them with fewer, stronger regional pages, leading to better rankings and more leads.

The Bigger Picture: How Location Pages Fit into a Local SEO Strategy

Location pages are not a standalone tactic. They need to be part of a broader local SEO strategy that includes:

• A well-optimised Google Business Profile with reviews, photos, and correct business details.
• Local link building through sponsorships, partnerships, and outreach to businesses in each target area.
• On-page optimisation to ensure the page is structured properly and easy to navigate.

I always remind businesses that ranking is just the start. A location page needs to convert visitors into customers, whether that means generating leads, calls, or store visits.

Final Thoughts: Build Location Pages with Purpose

A strong location page strategy is about balancing scalability with uniqueness. It is about creating landing pages that search engines can understand and users actually find useful.

Done right, location pages attract targeted traffic, improve search visibility, and drive real business growth. Done wrong, they clutter a site with weak content that does not rank or convert.

If a business is serious about expanding its presence across multiple locations, investing time in properly structured, well-optimised landing pages is essential. The key is planning ahead, focusing on quality, and ensuring every page serves a purpose.