Copying one page and swapping the city name is the most common multi-location SEO mistake, and search engines have been detecting it for over a decade.
What makes a location page genuinely distinct
Each page needs material that could only be written about that location.
- Named neighbourhoods and service radius.
- Local staff, local photography, local reviews.
- Location-specific pricing or availability differences.
- References to local conditions, seasons, or regulations.
- Directions, parking, and transit detail.
Structure and internal linking
Use a clean hierarchy: service pages, location pages, and service-in-location pages that link to both parents. Every page should be reachable within three clicks from the homepage.
Give each location real substance
Location pages work when they carry genuine local detail: the team there, jobs completed nearby, local reviews, and the specific areas covered.
Structure that scales
Keep it organised as you grow.
- One Google Business Profile per real location.
- One page per location, linked from a locations hub.
- Consistent name, address, and phone number per location.
- Internal links between each location and the services offered there.
The takeaway
Give each location page something only that location could say, and link the hierarchy deliberately.