Local Landing Pages Skill — Location Pages That Actually Rank

Most multi-location websites have location pages that are copies of each other with the city name swapped in. “Serving [City] with quality plumbing services since 1987” appears on 40 pages with 40 different cities. Google recognizes these as thin content — algorithmic duplicates that don’t provide unique value for each location. They either don’t rank or rank poorly.

The local-landing-pages skill creates location pages that are genuinely unique: pages with locally-relevant content, proper schema markup, and on-page SEO elements that establish both topical and geographic relevance.

What This Skill Does

The local-landing-pages skill enables Claude to develop location page content briefs and full drafts for any service + city combination, build service-area page content for SABs, create the schema markup that accompanies each page, design internal linking structures for multi-location sites, and audit existing location pages for thin content and SEO gaps.

Prompt: "Write a location page for Valley Plumbing's services in Scottsdale, AZ.
It needs to rank for 'plumber Scottsdale' and related keywords. Make it
genuinely unique from our Phoenix page."

Skills fired: dispatch → local-landing-pages

Output:
LOCATION PAGE: Valley Plumbing — Scottsdale, AZ

Title Tag: Plumber Scottsdale AZ | Valley Plumbing | Same-Day Service

H1: Scottsdale Plumbing Services — Emergency & Scheduled

[Opening section with Scottsdale-specific content: mentions Old Town,
McCormick Ranch, DC Ranch neighborhoods; references Scottsdale's hard
water issues specific to the area; local team member introduction]

H2: Our Scottsdale Plumbing Services
[Service list with Scottsdale-specific applications: pool equipment
plumbing common in the area, outdoor kitchen plumbing for Arizona
entertaining, water softener needs for local water quality]

H2: Why Scottsdale Homeowners Choose Valley Plumbing
[Local testimonials from Scottsdale customers, specific project
references in Scottsdale neighborhoods]

H2: Scottsdale Plumbing FAQs
[Locally-relevant FAQs: "Why is my water pressure low in North
Scottsdale?", "Do I need a water softener in Scottsdale?"]

SCHEMA:
[Full LocalBusiness schema with Scottsdale address, GeoCoordinates
for Scottsdale office, areaServed for Scottsdale and surrounding areas]

INTERNAL LINKS:
- Link to Phoenix page (sibling location)
- Link to emergency services page
- Link to water heater page

Thin Duplicate vs. Genuine Location Page: The Difference That Ranks

Google identifies thin location pages through content similarity analysis. When 40 pages share 95% identical content with only city names swapped, those pages provide no unique value — and Google treats them accordingly.

Genuine location pages contain unique elements:

Local landmarks and neighborhoods: Mentioning specific neighborhoods, local landmarks, and community features. “Serving the McCormick Ranch, Gainey Ranch, and DC Ranch communities” is content specific to Scottsdale that doesn’t appear on the Phoenix page.

Locally-relevant service applications: How services apply differently in this location. HVAC in Phoenix addresses extreme heat; HVAC in Minneapolis addresses extreme cold. Plumbing in areas with hard water discusses water softeners; plumbing in coastal areas discusses salt-air corrosion.

Local testimonials and project references: Real testimonials from customers in this specific location. “Sarah from North Scottsdale” is local proof that can’t be duplicated to other pages.

Local schema with precise coordinates: LocalBusiness schema with the exact address and GeoCoordinates for this location. Not copied from another page.

Locally-relevant FAQs: Questions that people in this specific location ask. Water pressure issues in North Scottsdale differ from water pressure issues in downtown Phoenix.

Each element adds unique content that Google sees as distinct value for this specific location.

On-Page Local SEO Elements Claude Covers

The skill addresses all on-page local SEO elements:

Title tag: Service + city format (“Plumber Scottsdale AZ”) remains effective. Include brand name. Keep under 60 characters for full display.

H1: Primary keyword with location. Can vary from title tag to avoid exact match repetition while reinforcing relevance.

NAP placement: Name, address, phone visible above the fold and in footer. Schema-marked for machine readability.

Geo-modified keywords: Integrated throughout body copy naturally. Service + city combinations in section headers, body text, image alt text.

LocalBusiness schema: Full schema implementation with all required and recommended properties.

Map embed: Google Maps embed showing the business location adds a visual geographic signal.

Local links: Links to locally-relevant resources, local business associations, or local service pages.

FAQ section: Locally-relevant FAQs targeting People Also Ask queries for service + location combinations.

CTA placement: Calls to action optimized for local conversion — “Call Now,” “Get Directions,” “Request Scottsdale Quote.”

LocalBusiness Schema for Location Pages

Each location page needs its own LocalBusiness schema with precise information:

{
  "@context": "https://schema.org",
  "@type": "Plumber",
  "name": "Valley Plumbing - Scottsdale",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "7500 E McCormick Pkwy Suite 200",
    "addressLocality": "Scottsdale",
    "addressRegion": "AZ",
    "postalCode": "85258"
  },
  "telephone": "+1-480-555-0123",
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": "33.5509",
    "longitude": "-111.9280"
  },
  "openingHours": "Mo-Fr 07:00-18:00, Sa 08:00-14:00",
  "areaServed": {
    "@type": "City",
    "name": "Scottsdale"
  },
  "url": "https://valleyplumbing.com/scottsdale"
}

Key schema properties:

  • @type: The most specific applicable type (Plumber, Dentist, Attorney, etc.)
  • address: Full PostalAddress with all components
  • telephone: Local phone number for this location
  • geo: Precise GeoCoordinates (not approximations)
  • openingHours: Hours for this specific location
  • areaServed: Geographic coverage (especially important for SABs)
  • url: The canonical URL for this location page

Service-Area Pages for SABs

Service-area businesses without storefronts need location pages structured differently. They serve geographic areas rather than operating from physical addresses.

For SABs, location pages target cities or regions within the service area:

Prompt: "Write a service-area page for Mobile Dog Grooming serving Sugar Land, TX.
We're based in Houston but serve Sugar Land. No physical address in Sugar Land."

Output:
Title: Mobile Dog Grooming Sugar Land TX | [Business Name]

H1: Sugar Land Mobile Dog Grooming — We Come to You

[Content focusing on Sugar Land service: neighborhoods served, drive
times from Houston base, Sugar Land-specific scheduling availability]

SCHEMA:
- @type: PetGroomer
- No streetAddress in Sugar Land (we don't have one)
- areaServed: Sugar Land, TX
- Location reference to Houston headquarters

SAB pages use areaServed schema rather than physical address schema for the target city. The content establishes presence and service in that area without claiming a physical location there.

Internal Linking Architecture

Multi-location sites need deliberate internal linking:

Hub-and-spoke: Services page (hub) links to each location page (spokes). Each location page links back to services page and to sibling location pages.

Authority flow: Homepage and main services pages have the most authority. Internal links from these pages to location pages pass authority. Location pages shouldn’t be orphaned.

Geographic clustering: If you have multiple locations in a metro area (Phoenix, Scottsdale, Tempe), a regional hub page (“Phoenix Metro Area”) can link to each city page, creating topical and geographic clusters.

Service-location crosslinks: Service pages link to relevant location pages. “Water Heater Repair” links to “Water Heater Repair Scottsdale,” “Water Heater Repair Phoenix,” etc.

Scaling Location Pages Across Multiple Markets

Creating 200 thin location pages is worse than creating 20 genuine ones. The skill guides prioritization:

Prioritize by business value: Location pages for markets where you actively compete deserve full optimization. Markets where you occasionally serve a customer might get lighter treatment.

Template vs. custom: A strong template with locally-customizable sections (testimonials, FAQs, service applications) scales better than fully custom pages. The template ensures consistency; the custom sections ensure uniqueness.

Phase the rollout: Launch high-priority location pages first. Monitor ranking performance. Iterate before building out the full set.

Get Started

For a single location page:

Write a full location page for [Business Name]'s [service] in [City, State].
Include all on-page SEO elements, LocalBusiness schema, local FAQs, and make
it genuinely unique from other location pages.

For multi-location strategy:

We have [number] locations across [region]. Design the location page
strategy: which pages to prioritize, template structure, and internal
linking architecture.

Claude returns complete page drafts ready for implementation, with schema markup and internal linking guidance for multi-location scaling.

Learn More

To learn what this skill can do for your local SEO workflow, see the skill overview.