A good location page helps a real customer in a real place decide to call you. A bad one is the same page copied twenty times with the town name swapped, which Google’s spam policies call out. The difference is whether each page has something genuinely useful that only applies to that area. This guide shows how to build location pages that earn their place.
What do Google’s spam policies say?
Google’s spam policies describe “doorway abuse” as creating pages to rank for near-identical searches and then sending visitors to less useful pages, including targeting specific regions or cities with multiple pages that funnel users to one destination. It also lists keyword stuffing, including listing cities and regions in blocks of text to rank for those places, and scaled content abuse, such as mass-producing pages with little value, including by using generative AI.
That’s the line. Pages that exist to help people are fine. Pages that exist to catch searches are the problem.
When does a location page make sense?
- You have a real location (a branch, clinic or office) at that address.
- You genuinely serve that area and can say something specific about how.
- You can add local proof: jobs done there, local reviews or area-specific details.
If you can’t write a paragraph that would be wrong if you swapped the place name, the page isn’t ready.
What should a good location page include?
- A clear opening: what you do and for whom in this area.
- Practical details: address or service area, hours, phone, parking or access, how to book.
- Services available here: only those you actually offer at this location.
- Local specifics: typical problems or needs in the area, response times, nearby landmarks used the way a person would use them.
- Real proof: reviews from customers in the area and a few examples of work, with permission.
- A short FAQ: questions customers in this area really ask.
- Contact options: a call button, WhatsApp or booking form near the top.
What should you avoid?
- Blocks of town names listed at the bottom of a page.
- Dozens of near-identical pages generated at scale.
- Pages for places you don’t serve.
- Sending every location page to the same contact page without extra information.
How many pages is the right number?
Fewer than you think. Start with your real locations and the two or three areas that bring most of your customers. Add more only when each has something unique to say. One strong page beats ten thin ones.
We build and audit location pages as part of our SEO services. If you’re unsure whether your existing pages cross the line, send them over for a review.
Frequently Asked Questions
Are location pages bad for SEO?
No. Useful pages for places you genuinely serve are fine. Google’s concern is near-identical pages made to catch searches, not helpful pages for real areas.
Can I use AI to write location pages?
You can use it for a first draft, but Google lists mass-producing low-value pages, including with generative AI, as scaled content abuse. Add real local information and edit every page by hand.
Should I list every neighbourhood I serve at the bottom of the page?
Google’s policies cite blocks of listed cities and regions as keyword stuffing. Mention places naturally where they’re relevant instead.
How long should a location page be?
As long as it needs to be to help the reader. Google’s guidance advises against writing to a target word count.
Do I need a page for each area if I have only one profile?
Not necessarily. Create pages only for areas you serve in a meaningful way and can describe with real detail.