Introduction: The SEO Strategy That Works (But Comes With a Catch)
If you’ve ever searched for a personal injury attorney in your area, you’ve probably seen law firms with separate web pages for every city they serve. These are location-based service pages, a common SEO strategy that businesses use to rank in multiple areas.
They work, which is why they’re so popular. But let’s be honest. Most of the time, they aren’t built with the user in mind. Instead, they’re filled with repetitive content that simply swaps out city names to game the system.
Google’s local search algorithm still rewards these pages when done correctly, but search engines are getting smarter. And with the rise of AI-driven search tools like Perplexity AI and Google’s Search Generative Experience (SGE), the way users find information is shifting.
For now, location-based pages still work. However, future-proofing your website means focusing on content quality over quantity to stay relevant. Let’s look at why location-based service pages work, where they fall short, and how to create them properly without making your website look spammy.
What Are Location-Based Service Pages?
Location-based service pages are individual pages on a website that target different cities or regions. They’re commonly used by businesses that provide services in multiple areas but don’t have a physical office in each location.
For example, a Louisiana personal injury law firm with a main office in Lafayette might create pages like:
✔️ Personal Injury Lawyer in Lafayette
✔️ Personal Injury Lawyer in Baton Rouge
✔️ Personal Injury Lawyer in New Orleans
Each page is designed to rank in Google for searches in that specific city, even if the firm only has one or two actual office locations.
How They Work
- Each page mentions the city name multiple times in key areas like the title, headers, and body text.
- Many businesses duplicate the same content across every page, swapping out only the city name.
- Ideally, the page should include unique, relevant content about that city, but many businesses skip this step.
It’s an easy SEO strategy, and while Google discourages thin, duplicate content, location-based pages continue to rank because Google prioritizes local intent.
Why Location-Based Pages Work for SEO (Even Though They Shouldn’t)
Google continues to roll out updates aimed at improving content quality, yet location-based service pages still rank well for a few key reasons.
Google Prioritizes Local Results
When someone searches for “personal injury lawyer in Baton Rouge,” Google gives priority to law firms that appear local to that area. Even if a firm doesn’t have an office in Baton Rouge, a well-optimized location page can still show up in search results.
Google assumes that if a page is dedicated to a specific city, it’s more relevant to users in that location.
More Pages Mean More Ranking Opportunities
Each location page creates an additional chance to rank in search results. A law firm with just one main Louisiana personal injury lawyer page is competing with every other firm in the state. By creating dedicated pages for Lafayette, Baton Rouge, and New Orleans, they increase the likelihood of showing up in local searches.
They Generate Real Leads
For businesses that rely on local SEO, location pages can be a major source of leads. When structured correctly, these pages attract potential clients who are looking for services in specific areas.
Many law firms see higher engagement and conversion rates when they add targeted location pages to their website.
Why Location-Based Pages Can Hurt a Website
Even though location-based pages work, they can also create problems if they aren’t done correctly.
They Often Feel Spammy
One of the biggest issues with location-based pages is that many businesses simply copy and paste the same content across multiple pages, swapping out the city name.
This leads to pages like:
“Looking for a top-rated personal injury lawyer in [CITY NAME]? Our experienced team at [LAW FIRM NAME] fights for the compensation you deserve in [CITY NAME] and beyond!”
It doesn’t add anything useful. It doesn’t help potential clients. It’s only there to manipulate search rankings.
They Can Lower Website Quality
Google’s Helpful Content Update rewards websites that provide genuine, useful information to users. If a site has too many repetitive, low-value pages, it can be flagged as thin content, which can hurt overall rankings.
While Google still ranks location-based pages, the key is doing them right by making them valuable rather than repetitive.
Here’s How to Use Location-Based Pages the Right Way
Instead of mass-producing duplicate pages, businesses should take the time to create high-quality location-based pages that provide value to users and still rank well in search results.
1. Make Each Page Unique
Rather than copying the same content across multiple pages, focus on:
- Localized information, such as local courts, hospitals, or accident statistics for that city.
- Client testimonials from that location, if available.
- Relevant images instead of generic stock photos.
For example, a New Orleans personal injury lawyer page might mention the Orleans Parish Civil District Court, common accident locations near Canal Street, and Louisiana-specific injury laws.
2. Use Smart Internal Linking
A well-structured internal linking strategy strengthens a website’s SEO without keyword stuffing.
Best practices include:
- Creating a main “Service Areas” page that links to all individual city pages.
- Linking each location page back to the firm’s main personal injury page to build relevance.
This helps both users and search engines navigate the site more effectively.
3. Future-Proof Content for AI Search
AI-driven search platforms like Perplexity AI and Google’s Search Generative Experience (SGE) are changing how users find information. These platforms prioritize direct answers, high-quality summaries, and authoritative sources over repetitive, keyword-stuffed pages.
To ensure location pages remain effective in the future, businesses should:
✔️ Improve content quality by adding real insights, case studies, or relevant statistics.
✔️ Use structured data to help AI understand location relevance without keyword stuffing.
✔️ Focus on authoritative content, such as legal insights, client success stories, and community involvement.
4. Track Performance and Optimize
Not all location pages will perform equally well. Monitoring which ones bring in leads and optimizing them based on real data ensures better results over time.
Rather than blindly adding dozens of pages and hoping they rank, businesses should:
- Review Google Analytics and Search Console data.
- Track which pages generate phone calls, form submissions, or case inquiries.
- Make adjustments to improve the pages that aren’t converting.
Final Thoughts: Should You Use Location-Based Pages?
Location-based service pages still work, but the landscape is shifting. AI-driven search platforms and Google’s evolving algorithm make it clear that quality matters more than quantity.
Before adding location pages, consider:
✔️ Are they providing real value to potential clients?
✔️ Do they contain unique, localized content rather than just city name swaps?
✔️ Are they structured in a way that enhances SEO and user experience?
If the answer is yes, location-based pages can be a strong part of a local SEO strategy. But if they’re just a quick way to stuff keywords into a site, they could end up doing more harm than good.
For businesses looking to rank in multiple cities, the focus should be on content that AI and search engines will continue to reward long-term.
Need help structuring your location pages the right way? Let’s talk. 🚀
