If you’ve ever searched “dentist in Oakville” or “24-hour plumber in Brampton,” you’ve already seen location-based SEO at work. Businesses that show up near the top aren’t there by luck. They’re using landing pages built specifically for those cities or neighborhoods.
And yes, there’s a difference between a focused landing page and a general destination page. More on that below.
If you’re running a service business that operates across multiple locations, building these pages isn’t optional. They help you show up in local search, connect with nearby customers, and generate more leads. When done properly, they’ll become some of the highest-converting pages on your site.
What is the difference between a landing page and a destination page?
A landing page is designed to get the visitor to take action. It’s focused, intentional, and often used in campaigns where the goal is immediate conversion. Think of booking a service, submitting a form, or calling a business.
A destination page, on the other hand, is broader. It’s typically more informational. It may outline everything about a service or topic but doesn’t push the visitor toward one clear action. These pages serve a purpose, but they’re not built to close the deal.
If you’re building city-based pages to improve search rankings and generate leads, treat them like landing pages. Keep the messaging focused and goal-driven.
Does location affect SEO?
Yes. It’s one of the most important factors for local search. When someone types in “HVAC repair near me” or “family lawyer in North York,” Google isn’t just looking at keywords. It’s looking at where that person is.
The search engine pulls in location data from IP addresses, devices, business listings, and even mobile GPS signals. If your website doesn’t show strong local relevance, your competitors who have done the work will appear higher in the results.
Location-specific landing pages give you a chance to match what searchers are looking for. Not just by mentioning the city name, but by writing about local concerns, referencing neighborhoods, and using relevant keywords tied to that area.
What is location landing pages for SEO?
A location landing page is a page created to attract people searching for a service in a specific area. If you run a pest control company in Ontario and you serve Milton, Hamilton, and Guelph, each of those cities should have its own page.
Each page should focus on the city it’s targeting. Mention specific neighborhoods, talk about common issues in that area, and use variations of the search terms that real people are typing in. If your Hamilton page includes something like “West Mountain rodent removal” or “Downtown Hamilton mice control,” you’re speaking directly to the person who lives there.
The goal isn’t just to rank. It’s to give local visitors a reason to trust you and take action. That’s why each page should have its own headline, photos, reviews, and offer.
Do Google search results depend on location?
They do. Google’s entire approach to local search is built around relevance and proximity. Two people can search for the exact same thing and get completely different results based on where they are when they search.
If someone in Pickering searches for “roof repair,” they’re going to see contractors nearby. If your site doesn’t have a Pickering-specific page, you’re not going to show up-even if you’re just 20 minutes away.
Google favors businesses that look active and established in the searcher’s location. If your content speaks to their area, your contact info is local, and your reviews are from people nearby, your chances of appearing in the results are much higher.
What actually makes a location landing page work?
The best location pages have content that’s clearly written for people in that area. It’s not about copying and pasting the same text with a new city name. That won’t work, and Google can spot it.
Use real keywords. “Air conditioning repair North York,” “hardwood floor installation in Markham,” or “child custody lawyer Scarborough.” Write them into sentences that sound natural.
Mention specific landmarks or neighborhoods. Someone searching for “commercial electrician Vaughan” will respond better to a line like “We’ve completed projects in Woodbridge and Maple” than generic city text.
Keep the layout clear and mobile-friendly. Add photos of real work from that area, include client reviews from that city, and show a clickable phone number. Use a strong headline and a CTA like “Get your free estimate for Guelph home siding today.”
Mistakes that hurt local SEO performance
One of the biggest mistakes is reusing the same paragraph over and over, just changing the city name. That used to be common. Now it gets flagged as thin content.
Another issue is trying to rank in places where you don’t actually operate. If someone in Barrie clicks your link and realizes you’re only based in Vaughan and won’t make the trip, they’ll bounce. Google sees that and takes it as a signal that your page isn’t relevant.
Not including local proof also hurts. Add Google reviews, photos from actual job sites, and team bios if possible. Those elements build trust and support the SEO signals you’re trying to send.
How to support your local landing pages and help them rank better
There are a few practical ways to strengthen your local relevance. First, make sure your Google Business Profile is updated for each location. Use the correct address, hours, and service categories.
Second, work on earning backlinks from local websites. These could come from event sponsorships, local news coverage, or collaborations with nearby businesses.
Third, set up tracking. Monitor each page’s performance separately. If your Oshawa page is ranking but not converting, tweak the content or the offer. If your Brampton page isn’t getting any traffic, it might need better internal links or stronger keyword targeting.
Finally, consider using LocalBusiness schema. It’s a type of code that helps search engines connect your content to your business details. It’s not visible to users, but it helps Google understand who you are and where you work.
Want help creating location landing pages that perform?
We help service-based businesses across Canada write, build, and optimize landing pages that actually bring in leads. Whether you need pages written from scratch or want to improve what’s already on your site, our team at DigitalMktg.ca can help you connect with local customers who are ready to take action.
If you’re ready to appear in more searches, get more qualified calls, and grow your local footprint, we’ll show you how to do it right.
Let me know if you want this adapted for your CMS, broken into smaller service categories, or customized for a specific industry.