Use of Target City in Service Pages

[Matt Chauhan]

We have a new client with us and we are currently building their website. They have a brick-and-mortar location in Gulfport, FL but they serve nearby areas as well with a higher population than Gulfport, for example, St. Petersburg. We are going to use its homepage as the GBP landing page and we want to know what the best practice is to use the city in page titles and H1 for other service pages. We know that we will be using Gulfport in the title and H1 of the homepage but are unsure about which city to use in other service pages in their page titles and H1.

P.S. We will be building service area/location pages separately to target their locations but we want to know which location to target in other service pages.

 

[Matt Chauhan]

Also, they are a newly established business and are on the hybrid model.

 

[brianwildman]

I recommend dedicating each page exclusively to a single city. This allows for the seamless integration of the city name and the targeted keyword across essential elements such as the title tag, meta description, H1 and H2 headings, URL structure, content, and more.

For instance, with personal injury clients, we feature their main city prominently on the homepage. Additionally, we create several hidden landing pages optimized for the specific cities they aim to target. The content has to be unique and fresh so you need to have some talented writers doing this. This strategic approach has proven to be highly effective in organic performance.

Homepage: Dallas Personal Injury Lawyer

Title Tag: Dallas Personal Injury Lawyer | [[title]]
Meta Description: (Include the kw dallas personal injury lawyer/attorney)
H1: (Include the kw dallas personal injury lawyer/attorney)
H2: (Include the kw dallas personal injury lawyer/attorney)

Hidden Landing Pages:
Fort Worth, TX Personal Injury Lawyer (fort-worth-tx-personal-injury-lawyer)

Title Tag: Fort Worth, TX Personal Injury Lawyer | [[title]]
Meta Description: (Include the kw fort worth personal injury lawyer/attorney)
H1: (Include the kw fort worth personal injury lawyer/attorney)
H2: (Include the kw fort worth personal injury lawyer/attorney)

(Continue the format for the other cities you would like to target)

Arlington, TX Personal Injury Lawyer (arlington-tx-personal-injury-lawyer)
Garland, TX Personal Injury Lawyer (garland-tx-personal-injury-lawyer)
Irving, TX Personal Injury Lawyer (irving-tx-personal-injury-lawyer)
McKinney, TX Personal Injury Lawyer (mckinney-tx-personal-injury-lawyer)
Frisco, TX Personal Injury Lawyer (frisco-tx-personal-injury-lawyer)
Richardson, TX Personal Injury Lawyer (richardson-tx-personal-injury-lawyer)
Denton, TX Personal Injury Lawyer (denton-tx-personal-injury-lawyer)
Lewisville, TX Personal Injury Lawyer (lewisville-tx-personal-injury-lawyer)
Allen, TX Personal Injury Lawyer (allen-tx-personal-injury-lawyer)
Flower Mound, TX Personal Injury Lawyer (flower-mound-tx-personal-injury-lawyer)
Carrollton, TX Personal Injury Lawyer (carrollton-tx-personal-injury-lawyer)
Mesquite, TX Personal Injury Lawyer (mesquite-tx-personal-injury-lawyer)
Grand Prairie, TX Personal Injury Lawyer (grand-prairie-tx-personal-injury-lawyer)
North Richland Hills, TX Personal Injury Lawyer (north-richland-hills-tx-personal-injury-lawyer)
Mansfield, TX Personal Injury Lawyer (mansfield-tx-personal-injury-lawyer)
Rowlett, TX Personal Injury Lawyer (rowlett-tx-personal-injury-lawyer)
Euless, TX Personal Injury Lawyer (euless-tx-personal-injury-lawyer)
Grapevine, TX Personal Injury Lawyer (grapevine-tx-personal-injury-lawyer)

 

[PKarlen]

Wouldn't this be considered spam by Google? What makes those pages unique besides changing the location keyword? How does this strategy give more value to users in other cities?

 

[bdlowery]

Wouldn't this be considered spam by Google? What makes those pages unique besides changing the location keyword? How does this strategy give more value to users in other cities?

Different search intent. Someone in Dallas, TX searching for a plumber is going to get value out of the Dallas Plumber page. They're also never going to see your Austin, TX Plumber page.


Obviously you should make certain parts unique, like reviews, etc. But there's only so many ways you can rewrite a service page. A plumber performing a job in Dallas is going to do the exact same job in Austin, so it's ok to have the same content.

 

[MeganR]

Curious, I've seen some competitors in the personal injury space who craft title tags and H1s with zip codes.
Personal Injury Lawyer 66020
What do you think of this strategy?
Effective in large metros?
Effective in smaller markets, say 60K population?
Note: I think it's poor user experience as it sounds robotic and impersonal; but, curious about effectiveness.
Thanks.

 

[brianwildman]

Wouldn't this be considered spam by Google? What makes those pages unique besides changing the location keyword? How does this strategy give more value to users in other cities?

Just like any other page you need to make the content unique.

 

[brianwildman]

Curious, I've seen some competitors in the personal injury space who craft title tags and H1s with zip codes.
Personal Injury Lawyer 66020
What do you think of this strategy?
Effective in large metros?
Effective in smaller markets, say 60K population?
Note: I think it's poor user experience as it sounds robotic and impersonal; but, curious about effectiveness.
Thanks.

I wouldn't recommend creating a new page. Instead, you might consider incorporating the information into an existing page that is already optimized for that specific city.

 

[SergeyRusak]

The best way is to create unique landing pages for every area that matters.
Your main website New York Personal Injury
Your other landing pages, Brooklyn Personal Injury, Queens Personal Injury, Manhattan Personal Injury, etc
Don't go for locations that are too small and won't generate much action, go only for significant ones. No need to create "Little Italy New York personal Injury". It will get you penalized if you build too much.

Now, each landing page should have unique content, don't just repeat and put different location keywords.

For example, on Queens landing page you can write how many other personal injury firms operate there and how you are the best. And not to repeat, for Brooklyn write only about your firm history. For Queens you can write about the court house and where it is located, while for Brooklyn write about timing and expectations etc. Basically, each page should be like you are building a website for a different law firm.