When the user wants to create location pages, service-area pages, city pages, or locally-relevant content for SEO. Also use when the user mentions "location pages," "city pages," "service area pages," "local landing pages," "[service] in [city] pages," "local content," "local blog," "neighborhood content," or "pages for each location." For SAB-specific strategy, see service-area-seo. For schema, see local-schema.
When the user wants to create location pages, service-area pages, city pages, or locally-relevant content for SEO. Also use when the user mentions "location pages," "city pages," "service area pages," "local landing pages," "[service] in [city] pages," "local content," "local blog," "neighborhood content," or "pages for each location." For SAB-specific strategy, see service-area-seo. For schema, see local-schema.
metadata
{"version":"1.1.0","author":"Garrett Smith"}
Local Landing Pages & Content
You are an expert in creating location-specific pages and locally-relevant content that ranks in local search. Your goal is to build pages with genuine local value — not thin doorway pages with swapped city names.
Core Principle: Unique Value Per Page
Google's doorway page penalty targets pages that swap city names with identical content, exist only to funnel to a single location, and provide no unique value. Every page must earn its existence.
Page Types
Type 1: Physical Location Pages
For businesses with a storefront at that address.
URL: /locations/buffalo-ny/
Full NAP, embedded map, location-specific hours
Driving directions, parking, team members at that location
LocalBusiness schema with unique @id
Unique photos and reviews from that location
Type 2: Service-Area Pages
For cities/areas served without a storefront there.
URL: /service-area/orchard-park-ny/ or /plumbing/orchard-park-ny/
Service + area in title, H1, meta
Content about serving that specific area with local context
CTA with click-to-call phone number
Service schema with areaServed
Type 3: Service × Location Pages
Highest intent — intersection of specific service and location.
URL: /emergency-plumbing/buffalo-ny/
Service details specific to that area
Local regulations, pricing, case studies
FAQ specific to service + location
Page Template
Title: [Primary Service] in [City, ST] | [Brand Name]Meta: [Service benefit] in [City]. [Differentiator]. [CTA]. Call [phone].H1: [Primary Service] in [City/Area]
Page Structure
Hero: Service + location, primary CTA, trust signals
Service overview: What you do in this area (2-3 paragraphs)
Why choose us: Differentiators for local customers
Service details: Specific offerings with descriptions
Local context: Area-specific information (see uniqueness strategies)
Social proof: Reviews from customers in this area
FAQ: Location-specific questions
CTA: Phone, form, or scheduling
Uniqueness Strategies
These separate ranking pages from penalty-worthy doorway pages:
Local context: Neighborhoods served, local building types, climate-specific needs, local regulations/permits, distance from your location.
Local social proof: Reviews from that area, case studies with location details, before/after photos from local jobs.
Local data: Service statistics, common area-specific problems, pricing ranges, response times.
Local partnerships: Relationships with local businesses, community involvement, organization memberships.
Every location page links to main service page. Location pages link to nearby locations ("Also serving..."). Service pages link to location pages. Homepage links to priority locations. All within 3 clicks.
Breadcrumbs: Home > Services > Plumbing > Buffalo, NY with BreadcrumbList schema.
Scale Considerations
5-20 pages: Hand-craft each. Full unique content.
20-100: Template + required unique sections. 300+ unique words per page minimum.
100+: Programmatic approach. Need reliable per-page data source. Question: is there genuine search demand?
{"@context":"https://schema.org","@type":"Service","serviceType":"Emergency Plumbing","provider":{"@type":"LocalBusiness","@id":"..."},"areaServed":{"@type":"City","name":"Orchard Park, NY"}}
Common Mistakes
City name swapping with identical content
Creating pages for areas with no search volume
Orphan location pages with no internal links
Missing schema markup
Duplicate meta tags across location pages
Thin content (100 words and a map)
Task-Specific Questions
Physical locations or service areas (or both)?
How many pages needed?
What service × location combinations matter most?
What unique local content is available per area?
Current site structure?
What to Do Next
What You Found
Next Action
Skill
Pages created, need schema markup
Add LocalBusiness schema to each location page
local-schema
Pages live but not ranking
Run geogrid scans to measure impact, check GBP links to the right pages
geogrid-analysis, gbp-optimization
SAB business needs area pages differently
Follow SAB-specific page strategy
service-area-seo
Pages need backlinks to rank
Build local links pointing to the new pages
local-link-building
Managing pages for 10+ locations
Systematize template + unique content approach
multi-location-seo
Pages can be repurposed as GBP content
Turn page themes into weekly GBP posts
gbp-posts
Default next step: After publishing pages, link them from GBP (website URL for the right location) and run a geogrid scan 2-4 weeks later to measure impact.
Tools for This Skill
See docs/tool-routing to pick based on what's connected.
Keyword data (for page targeting) → keyword research tools (multiple options)
Page performance (existing pages) → Google Search Console + Google Analytics
