SAB versus multi-location
In local SEO there are two types of companies that you approach completely differently.
| Type | Feature | Company profile |
|---|---|---|
| Service area business | One branch, wide service area | One profile, multiple areas |
| Multi-location | Multiple physical locations | One profile per location |
Most local service providers (a roofer from Mechelen who serves the entire province) are SABs, not multi-location companies.
Why pages can look alike
This is the oldest secret of local SEO: a roofer offers exactly the same service in Antwerp as in Mechelen. The difference is in the location, not the service. Therefore, your city pages can be largely identical, as long as you adjust the local references. Start with a thinner V1, and in years two and three add unique local content (customer cases, neighborhoods, experiences) through a well-thought-out content strategy and strong SEO texts.
Important
Never create multiple Google business profiles for virtual locations where you do not have a real branch. That is against the rules and can lead to a suspension. A SAB works with a profile and set service areas.
Let search volume decide
Don't blindly create a page for every combination of service and city. Track search volume: thorough keyword research shows which combinations are really searched, so you don't waste your time on pages that no one is looking for. Anchor everything to a strong Google Business Profile.