Local keyword mapping

[Santi1077]

Hello my SEO friends,

I’m currently working with a painting company based in Dallas, TX. Their primary target market is Dallas, but they also serve and market to several surrounding cities. Below is a high-level outline of the structure we’re considering. Please note this is meant to illustrate overall strategy and mindset only—no formal keyword research has been conducted yet.


My main question is around service-specific pages. From an SEO standpoint, is it better to keep these pages more general (e.g., Popcorn Ceiling Removal) and rely on location signals elsewhere, or should we create city-specific service pages (e.g., Popcorn Ceiling Removal in Dallas) for stronger local relevance?


I’d appreciate your thoughts on whether this approach is sound at a top-level and how you typically handle service-plus-location page strategy.

Page	keyword	notes
home page	painting company dallas, painters dallas	general painting company terms with city
Residential painting page	home painters dallas, residential painting dallas	residential but should i keep this general or also keep central city in this area ?
Commercial painting page	dallas commercial painting, commercial painters dallas	commercial but should i keep this general or also keep central city in this area ?
City landing pages
forth worth, tx	Fort Worth painters
plano, tx	plano painters
service based
ceiling popcorn removal	ceiling popcorn removal
deck staining	deck staining

 

[fisicx]

Focus on the service pages not the homepage.

Each service page should fully detail the service. You then link to case studies of work you have done in each location - with lots of images.

This will give Google lots of indexable content and someone looking for deck staining in a zip code or district would land on the case study. From there they can get to the location and service categories if needed. The case studies would have the testimonial, calls to action and maybe even a callback form. You also include related posts (eg same type of project in different locations).

If all goes well your potential customer wouldn't even leave the case study before the pick up the phone.

All the homepage would do is point the visitor to the appropriate part of the site.