When You Need Location Pages
The Map Pack depends heavily on your physical location, so it is hard to rank on Google Maps in a town 20 miles from your base. Organic results are different: a strong, relevant page can rank for “service + town” searches wherever you genuinely work.
That makes location pages essential for service-area businesses – trades, cleaners, removals, mobile services – and for professional firms that serve clients across a region.
Doorway Pages vs Real Location Pages
| Doorway page (avoid) | Real location page (what we build) |
|---|---|
| Same text with the town name swapped | Unique content written for that town |
| Hundreds of towns, including ones you never visit | Only towns you actually serve |
| No local proof | Local jobs, photos, reviews and area knowledge |
| Thin – 200 words of filler | Useful detail: areas covered, local housing/business types, response times, FAQs |
| Often not indexed by Google | Indexed, ranking and linked from relevant pages |
We have seen sites with 150+ near-duplicate town pages where Google indexed fewer than 20. Fewer, better pages almost always win.
What Goes Into Each Location Page
- A clear H1 and title with the service and the town.
- An intro that proves you work there: areas, postcodes, landmarks you use for directions.
- Local context: typical properties or businesses, local rules, common problems in that area.
- Recent jobs or case notes from that town, with photos where possible.
- Reviews from customers in that town.
- Practical details: response times, parking or access, how quotes work.
- FAQs specific to the area and LocalBusiness/Service schema with the area served.
- Links to related services and nearby towns.
How Many Location Pages Should You Have?
Start with the towns that bring the most profitable work and where you have real proof. Five excellent pages are better than fifty weak ones. As you collect jobs and reviews in new areas, add more pages.
Our own UK location pages follow this approach. Location pages sit on top of good keyword research and strong on-page SEO.
Location Page Structure We Use
| Section | Purpose |
|---|---|
| H1 + intro | Service + town, and proof you work there |
| Areas covered | Neighbourhoods, postcodes, nearby villages |
| Local context | Typical properties or businesses, common problems, local rules |
| Recent jobs | Short case notes with photos from that town |
| Reviews | Real reviews from customers in that area |
| FAQs | Questions specific to that area |
| Links | Related services and nearby towns |
You can see this approach on our own London, Manchester and Glasgow pages – each written for that city rather than copied.
FAQs