Climate decides what your website needs to say
A contractor in Phoenix and a contractor in Calgary run almost opposite content calendars. We work in six countries, and the strategy changes in each.
Countries we work in
United States
Houston, Phoenix, Dallas, Miami, Atlanta, Chicago, Los Angeles, Las Vegas
Canada
Toronto, Calgary, Vancouver, Ottawa, Montreal
United Kingdom
London, Manchester, Birmingham, Glasgow
Australia
Sydney, Melbourne, Brisbane, Perth, Adelaide
United Arab Emirates
Dubai, Abu Dhabi, Sharjah
Saudi Arabia
Riyadh, Jeddah, Dammam
How we approach location pages
This is the part of local SEO most often done badly, and the damage is hard to undo.
The tempting approach is to build a page for every town you serve by duplicating one template and swapping the place name. It is fast, it is cheap, and it works for about a year before the whole set gets devalued together.
We build far fewer location pages and research each one. A page earns its place when we can write something genuinely specific: the local housing stock and what systems are in it, the climate pattern and when demand actually peaks there, the local competitive picture, and questions specific to that area.
If the research does not produce anything worth reading, we recommend not building the page. Eight strong town pages beat sixty thin ones, and they carry none of the risk.
For most contractors that means somewhere between eight and fifteen location pages at launch, expanded later only where demand and content depth justify it.
What goes on a location page that earns its place
- Local climate and seasonality, with actual demand timing
- Housing stock and the system types common in that area
- Which two or three services matter most in that market
- Local competitive landscape, described without naming and shaming
- Local case study or testimonial, where a real one exists
- Questions specific to that area, not generic HVAC FAQs
- Local regulations, incentives or grant schemes where they apply
- Genuine service area detail rather than a list of postcodes
- Internal links to the services that matter most locally
- A call to action that names the place
Questions about location targeting
Can I rank in a city where I have no office?
In organic results, yes, with genuinely useful local content. In the map pack it is much harder, because proximity is heavily weighted and you cannot fake a location. Creating a listing at an address you do not occupy is the fastest route to losing the profile you have.
How many location pages should we build?
Fewer than most agencies will sell you. Between eight and fifteen well-researched pages is a realistic launch for most contractors, expanded only where there is real demand behind it.
Do you do international SEO?
We work with contractors in six countries, but each one is a separate local market rather than an international campaign. What changes is seasonality, the review platforms that carry weight locally, terminology and regulation.
What if we serve fifty towns?
Then you build pages for the ten that matter most and cover the rest through a service area page and strong overall local signals. Fifty thin pages will not rank in fifty towns; they will weaken all fifty.