The Most Underrated Local SEO Strategy: Location Pages

Ask any local SEO expert what you should focus on first, and they’ll say “optimize your Google Business Profile.” That’s solid advice. But there’s a strategy that almost no one talks about — one that compounds over time and works for you around the clock.

It’s dedicated location pages. And if you’re not building them, you’re leaving serious traffic on the table.

What Are Location Pages?

A location page is a standalone web page dedicated to a single business location. It lives on your domain, is indexed by Google, and contains everything a customer needs to know about that specific store: address, hours, phone number, services offered, photos, and directions.

Think of it as a landing page that answers the question: “Is there a [your brand] near me?”

Why They’re So Powerful

Here’s the thing about Google Business Profiles: you don’t own them. Google controls what’s shown, how it’s displayed, and who else appears alongside your listing. You’re renting space on someone else’s platform.

Location pages live on your website. You control every pixel. And because they’re targeted to specific city + brand keyword combinations, they rank for exactly the searches that drive foot traffic:

• “[Brand Name] Portland”
• “[Brand Name] near downtown Austin”
• “store locator [Brand Name] Chicago”

Each location page is a new entry point to your website. If you have 30 locations, that’s 30 pages working for you in Google search results, 24 hours a day.

What Makes a Great Location Page

Not all location pages are created equal. A page with just an address and a map won’t move the needle. Here’s what the best ones include:

• Unique content — Don’t just copy-paste the same template. Mention the neighborhood, nearby landmarks, or what makes this location special.
• Structured data markup — LocalBusiness schema helps Google understand and display your information in rich results.
• Real photos — Stock photos kill trust. Show the actual storefront, team, and interior.
• Customer reviews — Pull in location-specific testimonials or Google reviews to build credibility.
• Clear CTAs — “Get Directions,” “Call Now,” “Book an Appointment” — make it obvious what to do next.
• Accurate hours — Including holiday hours and special schedules.

The Compounding Effect

Here’s why location pages are underrated: they compound. A Google Ads campaign stops generating traffic the moment you pause it. A location page, once indexed and ranking, continues driving free organic traffic indefinitely.

Over time, as your domain authority grows, these pages climb higher in search results. Three months after launch, a location page might bring in 50 visits per month. A year later, that same page could be pulling 200+ visits — all without spending another dollar.

Multiply that across every location and the numbers become significant.

The Easy Way to Build Them

The traditional approach — having a developer build custom pages for each location — is expensive and doesn’t scale. Every time you open or close a store, you need dev work.

The modern approach: use a platform that auto-generates SEO-optimized location pages from your store data. You add a location, and the page goes live automatically — complete with schema markup, dynamic content, and your brand styling.

This is one of the areas where Pinbly shines. Every location you add gets its own indexable page, optimized for local search out of the box. No templates to build, no content to write, no developer to hire.

Start Today

If you have multiple locations and you haven’t built dedicated pages for each one, this is your highest-ROI move. It costs almost nothing, it compounds over time, and it captures traffic that’s currently going to your competitors.

This is the local SEO strategy everyone should be talking about.