You serve multiple cities but your website only ranks in one. Here's how to build service area pages that capture traffic from every market you serve-without triggering duplicate content penalties.
You're a Denver plumber who also serves Aurora, Lakewood, and Arvada. But you only rank in Denver.
This is the service area page problem-and it's costing service businesses thousands in lost leads every month.
The solution isn't complicated, but it requires strategy. Spin up thin pages with just the city name swapped, and Google ignores them (or penalizes you). Build them right, and you capture leads from every market you serve.
Here's how to do it right.
Why Service Area Pages Matter
Service businesses often serve 5-20+ cities but only rank in their primary location. The math:
| Scenario | Monthly Search Volume | Your Visibility |
|---|---|---|
| "Plumber Denver" | 3,600 | Ranking: Yes |
| "Plumber Aurora" | 1,200 | Ranking: No |
| "Plumber Lakewood" | 880 | Ranking: No |
| "Plumber Arvada" | 720 | Ranking: No |
| Total missed opportunity | 2,800/month | Lost leads |
Each city you don't rank in is revenue on the table.
Service area pages-dedicated pages targeting each location you serve-solve this problem.
The Anatomy of a High-Ranking Location Page
Effective service area pages share common elements:
Essential Components
| Element | Purpose | Example |
|---|---|---|
| Geo-modified title | Primary ranking signal | "Plumbing Services in Aurora, CO" |
| Local H1 | Reinforces topic | "Aurora's Trusted Plumbing Experts" |
| Unique intro (150+ words) | Establishes relevance | Area-specific content |
| Service list | Shows what you offer | Your services + local context |
| Local content (300+ words) | Proves local expertise | Neighborhood info, local projects |
| Testimonials | Social proof | Reviews from that area |
| NAP + Map | Location signals | Address + embedded map |
| CTA | Conversion | "Call for service in Aurora" |
Minimum Word Count
Thin pages get ignored. Targets:
- Absolute minimum: 500 words
- Recommended: 800-1,200 words
- Competitive markets: 1,500+ words
Creating Unique Content (Not Just City Swaps)
The biggest mistake: Creating template pages where only the city name changes.
Google sees these as duplicate content. They won't rank, and they can harm your overall site.
What Makes Pages Unique
Geographic-specific content:
- Neighborhoods within the city
- Local landmarks and references
- Area-specific challenges (old homes, hard water, etc.)
- Local regulations or requirements
- Community involvement
Service-specific local content:
- Projects you've completed in that area
- Common issues in that location
- Testimonials from customers in that city
- Case studies from local jobs
Content Framework by Section
Introduction (150-200 words):
- Why you serve this specific area
- How long you've worked in this community
- What makes this area unique from a service perspective
Services Section (200-300 words):
- List your services with local context
- Address common problems in that area
- Include pricing if applicable
Why Choose Us for [City] (150-200 words):
- Response time to that area
- Familiarity with local codes/requirements
- Local team members if applicable
Areas We Serve Within [City] (100-150 words):
- List neighborhoods and zip codes
- Mention nearby cities for internal linking opportunities
Testimonials (3-5 reviews):
- From customers in that specific area
- With full name and neighborhood if possible
URL Structure Options
Three main approaches:
Option 1: Subfolder Structure (Recommended)
/locations/aurora-co/
/locations/lakewood-co/
/services/plumbing/aurora-co/
Pros: Clean hierarchy, easy to manage Cons: None significant
Option 2: Root-Level Pages
/aurora-plumber/
/lakewood-plumber/
Pros: Shorter URLs, keyword in path Cons: Can clutter site structure
Option 3: Service + Location Combinations
/plumbing-services-aurora-co/
/hvac-repair-aurora-co/
Pros: Targets specific service + location combos Cons: Can create too many pages if you offer many services
Recommendation: Start with Option 1 for locations, then add Option 3 for your highest-volume service + location combinations.
On-Page SEO Elements
Title Tag Formula
[Service] in [City], [State] | [Company Name]
Examples:
- "Plumbing Services in Aurora, CO | ABC Plumbing"
- "24/7 Emergency Plumber in Aurora, CO | ABC Plumbing"
Meta Description Formula
[Service] in [City]. [Key differentiator]. [CTA]. Call [phone] for [benefit].
Example:
- "Professional plumbing services in Aurora, CO. Same-day appointments available. Licensed, insured, and trusted by 500+ Aurora homeowners. Call (303) 555-1234."
Header Structure
H1: [Service] in [City], [State Abbreviation]
H2: Our [City] [Service] Services
H2: Why [City] Homeowners Choose [Company]
H2: Areas We Serve in [City]
H2: What [City] Customers Say
H2: Get [Service] in [City] Today
Schema Markup
Add LocalBusiness schema with:
- Service area specific to that page
- Address (if you have a location there)
- Service types offered
Internal Linking Strategy
Location pages need strong internal linking:
From your homepage:
- Link to primary location pages (top 3-5 cities)
From service pages:
- "We offer [service] in [City 1], [City 2], and [City 3]"
- Links to respective location pages
Between location pages:
- "Also serving nearby [City 2] and [City 3]"
- Natural cross-references
From blog posts:
- When mentioning a location, link to its page
- Create location-specific blog content that links to location pages
How Many Location Pages Should You Create?
| Business Situation | Recommendation |
|---|---|
| Serve 5 cities or fewer | Create pages for all |
| Serve 5-15 cities | Start with top 10 by volume |
| Serve 15-50 cities | Create for top 15, then prioritize by opportunity |
| Serve 50+ cities | Focus on states/regions first |
Quality over quantity: 10 excellent location pages outperform 50 thin ones.
Common Location Page Mistakes
1. Duplicate Content (Template Pages)
Bad: Same content with only city name changed
Good: Unique intro, local testimonials, neighborhood content
2. Over-Optimization
Bad: "Aurora plumber, Aurora plumbing, plumber Aurora CO, plumbing services Aurora"
Good: Natural language with geographic terms woven in appropriately
3. No Conversion Path
Bad: Information only, no clear CTA
Good: Phone number, contact form, or scheduling tool on every page
4. Orphan Pages
Bad: Location pages not linked from anywhere
Good: Connected through site navigation and internal links
5. Missing Local Proof
Bad: Generic testimonials not tied to location
Good: Reviews specifically mentioning the city/area
Measuring Location Page Performance
Track these metrics for each location page:
| Metric | Tool | Target |
|---|---|---|
| Organic traffic | Google Analytics | Growing month-over-month |
| Keyword rankings | SEMrush/Ahrefs | Top 10 for "[service] [city]" |
| Conversions | GA + call tracking | Leads attributed to page |
| Time on page | Google Analytics | 2+ minutes |
| Bounce rate | Google Analytics | Under 60% |
Monthly review: Which pages are performing? Which need improvement?
The Location Page Launch Process
Phase 1: Research (1-2 weeks)
- Identify priority cities by search volume
- Research local content angles for each
- Gather testimonials from each area
- Analyze competitor location pages
Phase 2: Content Creation (2-4 weeks)
- Write unique content for each page
- Create or gather location-specific images
- Develop area-specific testimonials
- Build schema markup
Phase 3: Launch (1 week)
- Publish pages
- Implement internal linking
- Submit to Google Search Console
- Add to XML sitemap
Phase 4: Optimization (Ongoing)
- Monitor rankings and traffic
- Add content to underperforming pages
- Build links to location pages
- Update with new testimonials and projects
The Long-Term Payoff
Location pages are an investment. Typical timeline:
- Month 1-2: Pages indexed, minimal rankings
- Month 3-4: Rankings begin appearing for long-tail terms
- Month 5-6: Rankings improve for primary terms
- Month 6-12: Mature rankings, consistent lead flow
The compounding effect: Each location page, once ranking, becomes a consistent lead source. Ten ranking location pages can double your organic lead volume.
Not sure which cities to target or how your current location pages perform? Our free audit identifies your biggest opportunities for service area expansion.