Local
Should I build a page for every town I serve?
Only where you can write three genuinely specific paragraphs about that town — completed jobs, named areas, local requirements, real photographs. Pages differing only by place name are doorway pages, which is a policy violation rather than a grey area.
The test
Ask what the page contains that is true of that place and false of the others. If the honest answer is "the town name", it is a doorway page — and small local sites are precisely the profile the policy was written about.
What to do instead
- One strong page per service you actually sell
- Coverage stated honestly on a single page
- A location page only where real work justifies one
- Industry pages instead of geography, which carry no doorway risk and convert better
The exception worth knowing
Where the location IS the product — proxy inventory by country, storage facilities, physical branches — location pages describe genuinely different things and are entirely legitimate.
The longer version
This answer is deliberately short. If you want the full treatment, Local SEO when customers do not come to your address covers it in about 3 minutes — free, ungated, written from client work.
Who answered this
Anas Bin Masud builds e-commerce sites and does technical SEO for businesses in the UK, Canada and Pakistan — fifteen live client sites, six of them stores taking real payments. These answers come from those projects rather than from a content brief. More about how I work, or ask me something directly.