What Your Location Pages Must Include to Rank Better

By Leela

I'll never forget the moment I realized my client's 12 location pages were essentially invisible to Google. We'd spent weeks building them out, copying and tweaking the same template for each city, thinking we were being efficient. The pages looked professional. Clean. Consistent.

And they ranked for absolutely nothing.

When I finally dug into the Search Console data, the truth hit hard: Google had indexed maybe three of the twelve pages, and even those were buried on page four or five for searches that should have been slam dunks. That's when I learned the hard way that location pages aren't just about having them—it's about building them right.

If you're running a multi-location business, a franchise, or even a service area business without a physical storefront, your location pages are your ticket to showing up when people search for what you do "near me" or in specific cities. But here's the thing: most businesses get them wrong. They either duplicate content across pages, stuff them with keywords, or create such thin, generic pages that Google doesn't know what to do with them.

This guide will walk you through exactly what your location pages need to rank better in 2025—not just the basics everyone talks about, but the nuanced, often-overlooked elements that actually move the needle. Whether you're starting from scratch or fixing existing pages, you'll walk away with a clear roadmap.

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So, What Exactly Are Location Pages and Why Do They Matter?

Location pages are individual web pages dedicated to each physical location or service area your business operates in. Think of them as your digital storefronts—each one tells Google (and potential customers) exactly where you are, what you offer there, and why someone should choose you in that specific area.

Here's why they matter: when someone searches "coffee shop in Brooklyn" or "dentist near me," Google wants to serve the most relevant local result. If you have a well-optimized location page for Brooklyn, you're in the game. If you don't, or if your page is a copy-paste job from your Manhattan location with just the address swapped out, you're essentially invisible.

According to research from BrightLocal, 97% of consumers use the internet to find local businesses, and 76% of people who search for something nearby visit a business within 24 hours. That's a massive opportunity—but only if your location pages are actually findable.

Location pages also help you manage your online reputation at a granular level. You can showcase location-specific reviews, highlight services unique to each branch, and even tailor your messaging to the local community. Done right, they become conversion machines, not just SEO checkboxes.

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How Do Location Pages Actually Work in Practice?

Let me paint you a picture. Say you run a chain of yoga studios across five cities. Without dedicated location pages, someone searching "yoga classes in Austin" might land on your homepage—which talks about all five locations in vague terms. That visitor has to hunt around to figure out if you're even in Austin, where exactly you're located, and what classes you offer there. Most people won't bother. They'll bounce and click on a competitor whose Austin-specific page answers all those questions immediately.

Now imagine you do have a dedicated Austin location page. It includes:

  • Your exact Austin address and phone number
  • Class schedules specific to that studio
  • Photos of the actual Austin location and instructors
  • Reviews from Austin customers
  • A map with parking info
  • Mentions of nearby landmarks (like "just two blocks from Zilker Park")
  • Content about how your studio fits into the Austin wellness community

That page is useful. Google recognizes it as highly relevant for "yoga classes in Austin." Visitors who land there get exactly what they need. And because the page is unique and locally focused, it has a much better shot at ranking.

In practice, location pages work by signaling relevance to both search engines and humans. They tell Google, "This business operates here, offers these services, and is active in this community." And they tell visitors, "You're in the right place—here's everything you need to know about us in your city."

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What Are the Main Benefits of Well-Optimized Location Pages?

I've seen businesses transform their local visibility by fixing their location pages. Here's what you stand to gain:

Better local search rankings: Google rewards pages that are clearly tied to a specific location. When your page includes local keywords, unique content, and local signals (like reviews and backlinks), you climb the rankings for searches in that area.

More qualified traffic: People who land on a location-specific page are further along in their buying journey. They're not just browsing—they're looking for a business in their area. That means higher conversion rates.

Improved user experience: Nobody wants to dig through a generic website to figure out if you serve their city. A dedicated location page answers all their questions upfront, which builds trust and reduces bounce rates.

Stronger local reputation: By showcasing location-specific reviews, introducing your local team, and highlighting community involvement, you build credibility in each market you serve.

Better Google Business Profile integration: Your location pages and Google Business Profiles should work together. A strong location page gives Google more context about your business, which can boost your visibility in the Local Pack (those top three map results).

One client of mine saw a 40% increase in organic traffic to their location pages within three months of implementing the strategies I'm about to share. Another saw their average position in Google Maps jump from outside the top 10 to consistently landing in the top three. It's not magic—it's just about giving Google and your customers what they actually need.

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What Mistakes Should You Avoid with Location Pages?

Before we dive into what to include, let's talk about what not to do. I've audited hundreds of location pages, and these are the mistakes I see over and over:

Duplicating content across pages: This is the big one. If every location page has the same content with just the city name swapped out, Google sees that as duplicate content. At best, it'll only index one or two of those pages. At worst, it could penalize your whole site. Each page needs to be genuinely unique.

Using generic templates without customization: Templates are fine as a starting point, but if you don't add local flavor—stories about the community, local staff bios, area-specific services—your pages will feel impersonal and won't rank well.

Sharing phone numbers across locations: Each location should have its own local phone number. Shared numbers confuse Google's local algorithm and make it harder to track which location is driving calls.

Neglecting mobile optimization: Most local searches happen on mobile. If your location pages load slowly or look broken on a phone, you're losing customers before they even read your content.

Creating fake location pages: Only build pages for areas you actually serve. Creating pages for cities you don't operate in is dishonest, and Google will catch on eventually. It'll hurt your rankings and your reputation.

Ignoring Google Business Profile: Your location page and your Google Business Profile should mirror each other in terms of NAP (Name, Address, Phone) and key details. Inconsistencies confuse Google and hurt your local SEO.

Forgetting internal linking: Your location pages shouldn't be isolated. Link to them from your homepage, your main services page, and from each other (where it makes sense). This helps Google understand your site structure and passes authority to those pages.

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The Essential Elements Every Location Page Must Include

All right, let's get into the meat of it. Here's what every single location page needs—not just to rank, but to actually convert visitors into customers.

1. Unique, Locally-Focused Content (300–500 Words Minimum)

This is non-negotiable. Your location page needs original content that's tailored to that specific area. I'm not talking about swapping "Chicago" for "Denver" in the same paragraph. I mean genuinely unique content that reflects the local community.

Here's how to do it:

  • Write about the neighborhood: Mention nearby landmarks, popular spots, or local events. For example, "Our Denver location is right in the heart of the LoDo district, just a five-minute walk from Coors Field."
  • Highlight local partnerships or community involvement: "We're proud sponsors of the annual Cherry Creek Arts Festival" or "Our team volunteers with Denver Rescue Mission every quarter."
  • Tell a story: Share how you opened that location, what makes it special, or how it serves the community. People connect with stories, not corporate speak.
  • Interview local staff: Ask your team at that location what they love about working there or what makes the local customers unique. Use those insights in your content.

I once helped a bakery chain create unique location pages by having each store manager write a short piece about their favorite local customer story. It was authentic, engaging, and totally unique. Those pages started ranking within weeks.

Quick tip: Aim for at least 300–500 words. That gives you enough space to cover local details and keywords without overwhelming readers. But don't pad it with fluff—every sentence should add value.

2. Clear, Consistent NAP (Name, Address, Phone Number)

Your NAP needs to be identical across your website, Google Business Profile, and every other directory or citation where your business appears. Even small inconsistencies—like using "Street" in one place and "St." in another—can confuse Google and hurt your local rankings.

Make sure your NAP is:

  • Prominently displayed: Put it near the top of the page, ideally in a sidebar or header so visitors see it immediately.
  • Schema-marked: Use LocalBusiness schema markup to help Google understand your NAP data. (More on schema in a bit.)
  • Clickable: Make your phone number a clickable link (especially important for mobile users) and embed a Google Map with your address.

And seriously, give each location its own local phone number. It helps with tracking, builds trust with local customers, and strengthens your local SEO signals.

3. Location-Specific Services or Products

Not every location offers the same services, and your pages should reflect that. If your Chicago branch offers bilingual support but your Phoenix branch doesn't, say so. If one location has extended hours or specialized equipment, highlight it.

This serves two purposes:

  • It helps Google understand what makes each location unique, which can improve your rankings for specific service + location queries.
  • It helps customers choose the right location for their needs, which improves user experience and conversions.

List out the services clearly—bullet points work great here. And if certain services are exclusive to that location, call it out: "Only available at our Austin location."

4. Real Photos of the Actual Location

Stock photos are a missed opportunity. People want to see the real place—your storefront, your team, the interior, even the parking lot. Authentic photos build trust and make your page more engaging.

Here's what to include:

  • Exterior shots so people recognize your building when they arrive
  • Interior photos that show the vibe and layout
  • Staff photos (with names and roles, if possible)
  • Action shots of your team working or customers being served (with permission, of course)

And don't forget to optimize those images:

  • Use descriptive file names: "austin-yoga-studio-interior.jpg" instead of "IMG_1234.jpg"
  • Add ALT text: Describe what's in the image and include your location keyword naturally, like "Interior of our yoga studio in Austin, TX"
  • Compress images so they don't slow down your page load time

5. Customer Reviews and Testimonials from That Location

Social proof is huge. People want to know that other people in their area have had a good experience with you. So don't just dump generic reviews on every location page—feature reviews from customers who actually visited that branch.

You can pull these from:

  • Your Google Business Profile
  • Facebook reviews
  • Yelp (if relevant)
  • Direct testimonials you've collected

Go a step further: tell stories with your reviews. Instead of just listing star ratings, share a customer's experience in their own words. For example:

> "I was nervous about my first acupuncture session, but the team at the Portland location made me feel so comfortable. Sarah explained everything and really listened to my concerns. I left feeling amazing and booked my next appointment before I even walked out the door." — Lisa M., Portland

That's way more compelling than "Great service, 5 stars."

6. Directions, Parking, and Transit Info

Make it ridiculously easy for people to find you. Include:

  • An embedded Google Map with your location pinned
  • Driving directions from major highways or landmarks
  • Parking details: Is there a lot? Street parking? Validation?
  • Public transit options: Which bus or train lines stop nearby? How far is the walk?

This is especially important if your location is tricky to find or in a busy downtown area. I once worked with a clinic that was tucked behind a shopping center—adding detailed directions to their location page cut their "I can't find you" phone calls in half.

7. Local Keywords in Strategic Places

Keywords matter, but they need to feel natural. Your primary keyword should be something like "[service] in [city]"—for example, "yoga classes in Austin" or "plumber in Chicago."

Here's where to use it:

  • Page title (H1): "Yoga Classes in Austin | [Your Studio Name]"
  • URL: yoursite.com/locations/austin (keep it clean and simple)
  • Meta title and description: Include your primary keyword and a compelling reason to click
  • H2 and H3 headings: Naturally incorporate location keywords
  • Body content: Use variations like "Austin yoga studio," "yoga in Austin, TX," "best yoga classes in Austin"

But please, don't keyword-stuff. Write for humans first. If a sentence feels awkward because you're forcing in a keyword, rewrite it. Google is smart enough to understand context and synonyms.

8. Calls to Action (CTAs) That Match Local Intent

Every location page should guide visitors toward a specific action. Depending on your business, that might be:

  • "Call us now to book an appointment"
  • "Schedule a free consultation"
  • "Visit us today—no appointment needed"
  • "Order online for pickup at this location"

Make your CTAs prominent and easy to follow. Use buttons, not just text links. And if you have an online booking system, embed it directly on the page so people don't have to navigate away.

9. Staff Introductions and Local Expertise

People do business with people, not faceless corporations. Introduce the team at each location—include photos, names, titles, and a short bio. You don't need life stories, just enough to make them feel real.

For example:

> Meet Sarah, Lead Instructor at Our Austin Studio > Sarah has been teaching yoga for over 10 years and specializes in vinyasa flow and restorative practices. When she's not on the mat, you'll find her hiking the Barton Creek Greenbelt or grabbing tacos at her favorite food truck on South Congress.

This does a few things:

  • It humanizes your business
  • It signals to Google that this is a real, active location
  • It builds trust with potential customers who want to know who they'll be working with

10. Schema Markup for Local Business

Schema markup is code you add to your page that helps search engines understand your content. For location pages, you want to use LocalBusiness schema, which tells Google things like:

  • Your business name
  • Address
  • Phone number
  • Hours of operation
  • Geographic coordinates
  • Services offered
  • Reviews and ratings

You can generate schema markup using tools like Schema.org's markup generator or plugins if you're on WordPress. Once it's in place, Google can display rich results—like your hours, address, and star rating—directly in search results, which can improve click-through rates.

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How to Handle Location Pages for Service Area Businesses

What if you don't have a physical storefront? Maybe you're a plumber, a landscaper, or a mobile pet groomer who serves multiple cities but works out of a home office. Can you still create location pages?

Yes—but you need to be strategic.

Use "serving" language: Instead of pretending you have an office in every city, frame your content around the areas you serve. For example:

  • "Plumbing Services Serving Chicago and Surrounding Areas"
  • "We proudly serve homeowners in Austin, Round Rock, Cedar Park, and Pflugerville"

Focus on service + location keywords: Your content should target searches like "plumber in Chicago" or "landscaping services in Austin," but make it clear you're a service area business.

Don't fake a physical address: Google's guidelines are clear: if you don't have a public-facing location where customers can visit, don't list a fake address on your Google Business Profile or website. Use a service area instead.

Create valuable, localized content: Just because you don't have a storefront doesn't mean your location page can't be useful. Write about local regulations (like plumbing codes in Chicago), local challenges (like soil types for landscaping in Austin), or local events you've participated in.

I worked with a mobile auto detailing service that created location pages for each city they served. They included local parking regulations, popular spots where they'd meet customers, and even neighborhood-specific tips for car care. Those pages ranked well because they were genuinely helpful and locally relevant.

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The Often-Overlooked Details That Make a Difference

Most guides stop at the basics, but here are a few nuanced elements that can give your location pages an edge:

Local Backlinks

Backlinks (links from other websites to yours) are a ranking factor, and local backlinks are especially powerful for location pages. Here's how to get them:

  • Partner with local organizations: Sponsor a Little League team, support a local charity, or join the chamber of commerce. Many of these organizations will link to your website.
  • Get featured in local news or blogs: Pitch a story about your business to local publications. Even a small mention with a link can boost your authority.
  • Collaborate with other local businesses: Cross-promote each other. For example, a yoga studio and a smoothie shop could link to each other's location pages.

Embedding Your Google Business Profile Reviews

If you have a solid Google Business Profile with lots of reviews, embed those directly on your location page. There are tools and plugins that can pull in your reviews automatically and display them in a clean, attractive format. This reinforces social proof and keeps your page content fresh.

Adding FAQs for Each Location

A short FAQ section at the bottom of your location page can address common questions and help you rank for more long-tail keywords. For example:

  • "Do you offer same-day appointments at your Austin location?"
  • "Is parking free at your Chicago office?"
  • "What's the best way to get to your Portland studio by public transit?"

Keep answers concise (40–60 words) and use natural, conversational language.

Local Event or News Mentions

If your location is involved in local events, sponsorships, or community initiatives, mention them on your page. This adds freshness to your content and signals to Google that you're an active part of the local community.

For example:

> "Join us at the annual Denver Street Fair on July 15th! We'll have a booth with free yoga demos and healthy snacks. Stop by and say hi!"

Internal Linking Between Location Pages

Link your location pages to each other where it makes sense. For example, if someone is reading about your Austin location, you could mention:

> "We also have studios in Dallas, Houston, and San Antonio if you're traveling or relocating."

This helps Google understand your site structure and can pass authority between pages.

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Mobile Optimization: Non-Negotiable in 2025

Let me be blunt: if your location pages don't work well on mobile, you're throwing away traffic. Google uses mobile-first indexing, which means it primarily looks at the mobile version of your site when determining rankings. And most local searches happen on mobile devices—people are literally searching while they're out and about, looking for businesses nearby.

Here's what mobile optimization looks like:

Fast load times: Aim for under three seconds. Compress images, use a content delivery network (CDN), and minimize unnecessary scripts.

Responsive design: Your page should automatically adjust to fit any screen size. Text should be readable without zooming, buttons should be easy to tap, and images should scale properly.

Click-to-call buttons: Make your phone number a tappable link so mobile users can call you with one tap.

Easy navigation: Menus should be simple and thumb-friendly. Don't bury your location pages three levels deep in your site structure.

Embedded maps: Google Maps should work seamlessly on mobile, allowing users to get directions with a single tap.

Test your location pages on multiple devices—iPhone, Android, tablet—and in different browsers. Tools like Google's Mobile-Friendly Test can help you spot issues.

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How to Write Unique Content for Each Location (Without Losing Your Mind)

I know what you're thinking: "This all sounds great, but I have 20 locations. How am I supposed to write 500 words of unique content for each one?"

Fair question. Here's how to make it manageable:

Start with a solid template: Create a template that includes all the essential sections (NAP, services, CTAs, etc.). This gives you structure without locking you into duplicate content.

Delegate to local managers: Ask the manager or a team member at each location to contribute. They can share local stories, customer highlights, or details about the community. Even a 200-word write-up from them gives you a strong starting point.

Use local research: Spend 15–20 minutes researching each city. Look up:

  • Local landmarks and attractions
  • Upcoming events
  • Neighborhood history or fun facts
  • Local slang or cultural quirks

Weave these details into your content. It doesn't have to be a novel—just enough to make the page feel local.

Interview customers: Ask a few local customers why they chose your business or what they love about your location. Use their quotes on the page.

Leverage AI (carefully): Tools like ChatGPT or Jasper can help you generate drafts for each location, but you must review and personalize them. AI-generated content often sounds generic and repetitive. Use it as a starting point, not a finished product.

Batch the work: Set aside dedicated time to knock out multiple location pages in one sitting. You'll get into a rhythm and it'll go faster than you think.

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Tracking Performance: How to Know If Your Location Pages Are Working

You've built your location pages—now what? You need to track their performance so you can see what's working and what needs tweaking.

Here's what to monitor:

Organic traffic: Use Google Analytics to see how much traffic each location page is getting. Set up goals to track conversions (form submissions, calls, bookings).

Keyword rankings: Use a tool like Ahrefs, SEMrush, or BrightLocal to track where your location pages rank for target keywords. Pay attention to both traditional search rankings and Google Maps rankings.

Click-through rate (CTR): In Google Search Console, check your CTR for each location page. If it's low, your meta title and description might need work.

Bounce rate and time on page: High bounce rates or short time on page can signal that your content isn't meeting user expectations. Dig into those pages and see what's missing.

Google Business Profile insights: Check your Google Business Profile for each location to see how people are finding you (search vs. maps), what actions they're taking (calls, website visits, direction requests), and how you compare to competitors.

Local Pack rankings: Use a local rank tracking tool to see where you show up in the Local Pack (those top three map results) for key searches in each area. This is often where the most valuable traffic comes from.

Set up a simple dashboard—whether it's a spreadsheet or a tool like Google Data Studio—so you can review performance monthly and spot trends.

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Common Questions About Location Pages

How many location pages should I have?

One for each location you operate in or service area you serve. If you have 50 locations, you need 50 unique pages. If you serve 10 cities but don't have physical offices, you can create service area pages for each.

Can I use the same photos across multiple location pages?

You can, but it's better not to. Unique photos for each location make your pages more authentic and help Google see them as genuinely different. If budget or logistics are tight, at least get a few unique shots of each location's exterior and team.

Should I create location pages for cities I plan to expand to?

No. Only create pages for areas you currently serve. Creating pages for future locations can look spammy and confuse customers. Wait until you're actually operating in that area.

How often should I update my location pages?

Review them quarterly. Update hours, services, or staff changes as they happen. Add fresh content—like new reviews, event mentions, or local news—at least once or twice a year to keep pages relevant.

Do I need a separate Google Business Profile for each location?

Yes, absolutely. Each location should have its own Google Business Profile with consistent NAP and details. This is crucial for showing up in local search results.

What if two of my locations are in the same city?

That's fine—just make sure each page is unique. Differentiate them by neighborhood, services, or team. For example, "Our Downtown Austin Location" vs. "Our North Austin Location."

Can I use AI to write my location pages?

AI can help with drafting, but don't rely on it entirely. AI-generated content often lacks the local flavor and authenticity that makes location pages effective. Use AI as a starting point, then personalize heavily.

How long does it take for location pages to start ranking?

It varies, but typically you'll see movement within 4–8 weeks if your pages are well-optimized and you're building local signals (like backlinks and reviews). Competitive markets may take longer.

Should I include pricing on my location pages?

If pricing varies by location, yes—include it. If pricing is the same everywhere, you can link to a central pricing page. Just make sure it's easy for visitors to find.

What's the difference between a location page and a Google Business Profile?

Your location page is on your website and gives detailed info about that location. Your Google Business Profile is on Google and helps you show up in local search results and maps. Both are essential, and they should complement each other with consistent information.

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Pulling It All Together: Your Next Steps

If you've made it this far, you're probably feeling a mix of excitement and overwhelm. I get it—there's a lot to think about. But here's the good news: you don't have to do everything at once.

Start with your highest-priority locations—the ones that drive the most revenue or have the most potential. Build out their pages using the framework I've laid out here. Then move on to the next tier.

Here's a simple action plan:

  • Audit your current location pages (if you have them). Check for duplicate content, missing elements, and optimization opportunities.
  • Gather local information for each location: staff bios, photos, customer reviews, local landmarks, and service details.
  • Build or update one location page as a pilot. Make it as strong as possible, then use it as a template for the rest.
  • Set up tracking in Google Analytics and Search Console so you can measure performance.
  • Roll out the rest of your location pages one by one, customizing each with local content.
  • Promote your location pages through social media, email, and local partnerships.
  • Monitor and optimize quarterly—update content, add new reviews, and refine based on performance data.

And if you're managing multiple locations and feeling overwhelmed by the logistics of keeping everything consistent—especially when it comes to syncing your Google Business Profiles, responding to reviews, and tracking local rankings—tools like GMBMantra.ai can help. Their AI-powered platform automates a lot of the grunt work, from keeping your profiles up to date to generating location-specific insights, so you can focus on strategy instead of spreadsheets.

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Final Thoughts

Location pages aren't just an SEO tactic—they're a customer service tool, a reputation builder, and a competitive advantage. When done right, they help people find you, trust you, and choose you over the competition.

Yes, they take effort. But the payoff—better rankings, more traffic, and more customers walking through your door—is absolutely worth it.

So start small, stay consistent, and remember: every piece of unique, locally-relevant content you add is a signal to Google and to your customers that you're not just another faceless business. You're a real part of the community, and you're here to help.

Now go build those location pages. Your future customers are searching for you right now—make sure they can find you.

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Sources:

  • BrightLocal, "Local Consumer Review Survey" (2023): https://www.brightlocal.com/research/local-consumer-review-survey/
  • Google, "How People Use Search to Find Local Businesses" (2023): https://www.thinkwithgoogle.com/marketing-strategies/search/local-search-statistics/
  • Moz, "The Local Search Ranking Factors Survey" (2023): https://moz.com/local-search-ranking-factors
  • Search Engine Journal, "How to Optimize Location Pages for Local SEO" (2024): https://www.searchenginejournal.com/local-seo-location-pages/
  • Ahrefs, "Location Pages: How to Create and Optimize Them" (2024): https://ahrefs.com/blog/location-pages/