Location pages: when you need them and how to do them right

If you serve several towns, a page per location can win local searches. Done lazily, they get penalised. Here's the line.

A location page is a dedicated page for each town or area you serve. If you genuinely work across several places, these pages help you rank in each one. The catch: Google penalises pages that are just the same text with the town name swapped. Real, useful pages win. Copy-paste pages get buried.

When you actually need them

When you serve distinct areas and want to rank in each. A single-location shop doesn't need them. A trades business covering five towns, or a chain with branches, genuinely benefits from one strong page per place.

What a good location page has

• Genuinely local content: that area's projects, landmarks, specifics
• Real address and contact for that location if you have one
• Reviews from customers in that area
• Unique text, not a template with the name swapped

The trap to avoid

Spinning up twenty near-identical pages to blanket a region is a classic mistake. Google spots duplicate content and can penalise the lot. Fewer, genuinely different pages beat a pile of thin ones.

Build them to last

Each page should read like it was written for that town because it was. We build location pages that rank without tripping the duplicate-content rules. Want to know if location pages fit your business? Grab a free audit.