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Service and area pages: how a trade firm ranks in the towns it covers

Give each service a strong page and each town you want an honest one, and link them together. Copy one template and swap the town name, and Google treats it as spam.

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In short

  • People search for a service in a place. A service page and an area page answer both halves.
  • An area page needs jobs you have actually done in that town.
  • Google’s spam policies call town-swapped templates doorway pages.

A page for every service

  • A page each for EICRs, rewires and EV chargers will beat one page called “Electrical”.
  • What the job is, what is included, and a price range if you are happy to show one.
  • The accreditation that matters for that job, where the customer will see it.
  • Your own photos, and straight answers to the questions customers actually ask.

A page for every town worth winning

  • Jobs you have done there, with photos (with permission, and no house numbers).
  • The houses you find there: 1930s semis, Victorian terraces, new-build estates.
  • How quickly you can get there.
  • Reviews from customers in that town.

Where to start

  • Three to five towns you already work in and want more from.
  • Link each service page to its towns, and each town page to its services.
  • Add a town a month as the jobs and photos build up.

You run the jobs. We run this.

  • The searches that pay, found for your towns
  • Service and area pages written from your real jobs, signed off by you
  • Your Google profile and your website telling the same story
  • Rankings measured and reported every month
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Written for electricians, heating engineers, plumbing firms, air conditioning firms, M&E contractors, construction companies and landscaping firms.

Sources
  1. Google Search Central, Spam policies for Google web search
  2. Google Search Central, Creating helpful, reliable, people-first content

Questions owners ask.

How many area pages should we have?

As many as you can write something true and specific for. Five good ones will do more than thirty that say the same thing.

Can we use the same text and change the town name?

No. Google’s spam policies name pages aimed at specific cities that funnel visitors to one place as doorway abuse. At best they are ignored.

Will area pages get us into the map results?

Not directly. The map ranks your Google Business Profile. Area pages win the ordinary results below it, which is how you reach towns a drive away.

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